PHOENIX, Ariz. — It’s the veggie burger that bleeds and sizzles just like real meat. The “Impossible Burger” is making waves among vegetarians and meat lovers alike.
First, you have to track down the burger. According to ImpossibleFoods.com, you can find it at two locations in Milwaukee:
GOOD CITY BREWING2108 N Farwell AvenueMilwaukee, WI 53202
GYPSY BURGER134 E Juneau AveMilwaukee, WI 53202
The Impossible Foods team spent five years studying the burger, from cow to bun, and they then naturally recreated everything — using zero percent cows.
According to its website, the Impossible Burger uses 95 percent less land, 74 percent less water, and creates 87 percent less greenhouse gas emissions.
News crews in Phoenix tried it at “The Counter,” known for custom burgers. It was recently added to their menu.
“Sales were slow to start,” said General Manager Sean Silverman. “But then we started getting call after call and it started taking over chicken sales as our second number one selling protein.”
So, what’s all the buzz about? In several online interviews, Impossible Foods explains that it comes from a substance in meat called “heme.” Their scientists isolated heme in soy plants and then engineered it in high quantities through yeast in wheat.
Combined with all-natural ingredients, such as potatoes and coconut oil … voila, you get the Impossible Burger!
The burger has the consistency of red meat.
“It’s a burger that looks like beef, cooks like beef, tastes like beef, but completely made from plants,” said Silverman.
Several folks the news crews met at The Counter in Phoenix who ordered the Impossible Burger said it surpassed their expectations.
“It’s got a meaty flavor and it’s got all the consistency I would expect with a beef burger but totally vegan, it was awesome,” said Joe DeRomanis.
“If you hadn’t told me that it wasn’t beef, I think I would assume that it was,” said Emily Goret.
Some have described it as the best vegan burger they’ve ever had.
For the company, it’s more than just giving burger connoisseurs a meatless option. This meat has a mission to be good for people and the planet. Impossible Foods states that “relying on cows to make meat is land-hungry, water-thirsty, and pollution-heavy.”
Now, the company has released a vegan cheese and it’s taking its products to universities, company cafes and school cafeterias.
If you’re intrigued, there’s also a way for you to demand the burger at your favorite restaurant, and as the company proclaims, you can “be a local hero,” by bringing more of this meatless meat to market.
CLICK HERE to learn more about Impossible Foods and the Impossible Burger.