Disrupting the Cow: The Impossible Burger – This Plant-Based Burger Smells, Tastes, and Bleeds Like the Real Thing

Pat Brown wants every piece of meat consumed in the world to be made entirely from plants. He’s going after the carnivores — and the meat industry that serves them red, bloody, marbled meat.

The scientist and chief executive behind the plant-based burger from Impossible Foods, Brown doesn’t particularly care that vegetarians and vegans rave about its flavor. He’s on a mission to recreate the texture, smell, and flavor of meat that carnivores crave — while cutting down on the waste in meat production.

by Chiara Sottile and Jo Ling Kent

Full Story: http://www.nbcnews.com/tech/innovation/disrupting-cow-plant-based-burger-smells-tastes-bleeds-real-thing-n780721