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ed reducing their meat consumption over a period of three years.
Some of these people opt for regular meatless meals; others re-
port eating less red meat; still others reduced their consumption
of processed meats. In most cases the reason for reducing meat
is health concerns, but other reasons include concerns about the
environment or the treatment of animals. People are becoming
more concerned that livestock rearing may be a source of pollu-
tion or a contributor to climate change. They are interested in the
possible health benefi ts of eating less meat. And they worry that
farm animals are treated inhumanely.
Fueling the willingness to reduce meat consumption are the
many scientifi c efforts to develop acceptable, healthy, and satisfy-
ing alternatives to today’s meat choices. The introduction of the
Impossible Whopper, for instance, was made possible by Burger
King’s partnership with the company Impossible Foods, which
has been developing the plant-based burger since the company
was founded in 2011.

Impossible Goals
Impossible Foods was started by California biochemistry profes-
sor Patrick Brown. Recognizing that the company’s success was
impossible without developing a product that even meat eaters

Vegetarian burgers are
becoming increasingly popular
as American consumers are
increasingly concerned about
the health effects of eating
meat and the environmental
costs of producing meat.