The Green Crusaders Are Anti-CEOs

There is a sensibility at work when the breed of anti-CEOs are using capitalism and not cohesion to influence people's consumption of animal derived products

Pat Brown and his range of Green Impossible Foods is now gradually finding acceptance in American diners

There is a new breed of CEOs doing rounds and redefining how more sustainable and profitable businesses can be run. One such example is of Mr. Pat Brown. He is the man behind plant-based meat maker Impossible Foods Inc., and is redefining the way business should be environmentally conscious and responsible. No wonder, he is becoming a bit of a cult figure in Silicon Valley.

Having restructured, mentored and moved around things, Brown has stepped into the world of animal food. But this is not that easy. In fact, he is out to re-position the way animal food is looked at. He is out to deliver superior ingredients minus animal parts and meat, to change the mindset and desire for meat all together.

It has been proven that consumption of meat not only adds to global warming, it has long term carcinogenic effect on your body and mind as well. Brown has become a kind of a wealthy crusader who is redefining how environmental protection is not just about reducing use of gasoline and coal done if we eliminate animal based steaks and plastic styrofoam.

Speaking to the Wall Street Journal, he explained what he intends to achieve. “It’s not going to work telling people how to eat,” he says. “It’s never worked. What we need to do is get to the point where animal food as a technology no longer works because the economic model is no longer viable.” You only do that by offering superior options at a lower price.

Brown might be right in saying that ‘coercion’ does not work in changing people’s habits. But ‘good old capitalism’ will bring a gradual change. Currently, his company’s multibillion-dollar private valuation has already attracted an IPO (Initial Public Offering). His plant-based products infused with soy leghemoglobin, or “heme,” replicate the taste of beef.  He is not the only one doing this, but he is definitely making it to the headlines. Items like Impossible Whoppers or Impossible Lettuce Wraps are on their way to becoming as well known as Happy Meals.

His line of products has the world Impossible attached to everything. The Impossible Burgers and Impossible Pizza can be found at Stanford University’s campus. Brown is aware that his endeavor could be at odds with the desires of investors. He wants to continually cut prices for instance.

There are other players in the market of green entrepreneurs. But he is becoming a kind of role model. Mr. Brown is preparing the way for these green entrepreneurs, promising early-stage investors that they could support his goal of providing cleaner eating options and still get filthy rich.