Vegetarian, Vegan and Animal Rights

It looked identical to ground beef, so that’s how I treated it. And that’s how it performed. I made sliders, kebabs, nachos, chili, Bolognese sauce, even a little tartare (note: the company frowns hard on this).

If I’m being honest, I find that I slightly prefer it to real beef. It’s rich and juicy, more savory, but still somehow cleaner and less cloying. Now when I go back to regular beef, I notice a whiff of the charnel house in it, something musty and gray that I don’t like and don’t need.

In the coming years, expect a lot of other omnivores to have similar epiphanies. Impossible Foods has performed more than 26,000 blind taste tests on its burger, which is on track to surpass ground beef in those tests in the near future. What happens then? Impossible has been laser focused on creating the perfect simulacrum of ground beef. But why? The cow never had a lock on gastronomic perfection. It was just the best we could do given the limitations of the natural material. Firelight was fine until electricity came along. Then things got really interesting.

Look for something similar to happen with alt meat. For now, it’s necessary to make people comfortable with the familiar, the way Steve Jobs loaded the early iPhones with faux felt and wood grain. But once people stop expecting burgers to refer to a hunk of flesh, the brakes on deliciousness will be released.