We have received reports of the Impossible Burger(IB) being misrepresented as organic by restaurants throughout the country. While these misrepresentations are not necessarily the direct fault of Impossible Foods (IF), we have witnessed, first hand, the very well funded PR campaign and greenwashing by the company. GMO Free USA would like to document what could potentially be perceived as false advertising, or at a minimum, market confusion.
We support the freedom to choose what we eat. At the same time, we feel that companies have a moral responsibility to provide honest and transparent information on which to base those choices. We have spoken with food buyers who had no idea what IB was made of and were appalled when they learned what the ingredients are.
IB was introduced through restaurants only, via a brilliantly conceived marketing campaign, exploiting consumers’ desire for sustainable meat options. Restaurants are not required to disclose ingredients. Thus, consumers are sucked into thinking that the burger is a better option than beef without knowing what it’s made of. Once it shows up in grocery stores with a list of ingredients, the product has become so familiar that consumers are less likely to take the time to read the label.
Beware the false marketing claims. If you were to visit their website or hear representatives of IF speak, you would think their products are going to single handedly save the planet. IF clearly states that their soy is GMO. GMO soy is repeatedly sprayed with glyphosate, dicamba and other chemicals. Genetic engineering, synthetic biology (GMO 2.0) and monocropping are not sustainable technologies, nor are they good for the planet’s ecosystems or our health.
Do ANY of these highly processed ingredients sound “natural” to you?
New Impossible Burger Recipe: Water, Soy Protein Concentrate*, Coconut Oil, Sunflower Oil, Natural Flavors**, 2% or less of: Potato Protein**, Methylcellulose**, Yeast Extract**, Cultured Dextrose**, Food Starch Modified**, Soy Leghemoglobin*, Salt, Soy Protein Isolate*, Mixed Tocopherols** (Vitamin E), Zinc Gluconate**, Thiamine Hydrochloride (Vitamin B1), Sodium Ascorbate** (Vitamin C), Niacin, Pyridoxine Hydrochloride (Vitamin B6), Riboflavin** (Vitamin B2), Vitamin B12**
Please help us to better understand what the public is being told about IF at the point of purchase, and to hold Impossible Foods accountable for greenwashing. Thanks so much for taking the time to help us crowdsource information for other people who eat Impossible Foods, some of whom may not understand what they are eating due to their very savvy PR campaign.
*Genetically engineered ingredient (including GMO 2.0/ synthetic biology)
**Likely created with GMOs (including GMO 2.0/ synthetic biology)