Francis’s mission is very much aligned with Impossible Beef’s - to make plant-based eating delicious, easy, and not at all a compromise compared to the animal-based equivalent.  We love the origin story…Pat Brown, the founder of Impossible, taking a break from his tenured professor position at Stanford, in order to pursue what he thought was the single biggest opportunity to improve humanity’s chances of surviving on planet earth:  Reducing/eliminating the farming of cattle for human consumption.  This may sound a little outrageous, but it is entirely true.  Animal agriculture’s environmental effects are more damaging to the planet than ALL the forms of transportation world-wide COMBINED.  But if you ask Pat, he’ll tell you that the most important thing about Impossible (in hopes of completing his mission of greatly lessening our dependence on meat) is that it is absolutely delicious and craveable.  It looks exactly like ground beef, starts out red when raw even, and tastes so much like ground beef that people tell us literally every day at Francis that they wouldn’t know the difference.