# Impossible Foods: Pat Brown

- Show: [How I Built This](https://hardwarepodcasts.com/podcast/how-i-built-this)
- Published: 2020-05-11
- Length: 1h 03m
- Page: https://hardwarepodcasts.com/podcast/how-i-built-this/2020-05-11-impossible-foods-pat-brown

## Summary

Pat Brown, a former Stanford biochemist, explains how he left a tenured career to found Impossible Foods with the mission of creating plant-based meat that appeals to meat-eaters to reduce environmental impact. He details the scientific journey to isolate heme (specifically leghemoglobin) to replicate the taste and 'bleeding' of beef, including an expensive early failure to extract it from soybean root nodules. Brown discusses the strategic decision to launch in high-end restaurants with chefs like David Chang for credibility before scaling to mass market via Burger King, and the massive capital investments required to build fermentation capacity ahead of demand.

## Chapters

- [0:00](https://hardwarepodcasts.com/podcast/how-i-built-this/2020-05-11-impossible-foods-pat-brown#t=0) Introduction: Pat Brown and Impossible Foods
- [5:15](https://hardwarepodcasts.com/podcast/how-i-built-this/2020-05-11-impossible-foods-pat-brown#t=315) Pat Brown's Background and Motivation
- [31:17](https://hardwarepodcasts.com/podcast/how-i-built-this/2020-05-11-impossible-foods-pat-brown#t=1877) The Science of Heme and the Soybean Failure
- [41:28](https://hardwarepodcasts.com/podcast/how-i-built-this/2020-05-11-impossible-foods-pat-brown#t=2488) Scaling Heme Production with Fermentation
- [44:10](https://hardwarepodcasts.com/podcast/how-i-built-this/2020-05-11-impossible-foods-pat-brown#t=2650) Strategic Launch with Chefs and Burger King
- [53:02](https://hardwarepodcasts.com/podcast/how-i-built-this/2020-05-11-impossible-foods-pat-brown#t=3182) Addressing Health, Labeling, and Industry Pushback
- [56:45](https://hardwarepodcasts.com/podcast/how-i-built-this/2020-05-11-impossible-foods-pat-brown#t=3405) Capital Intensity and Betting on Success
- [1:00:13](https://hardwarepodcasts.com/podcast/how-i-built-this/2020-05-11-impossible-foods-pat-brown#t=3613) Mission vs. Money and Future Goals

## Topics

- [Materials & manufacturing processes](https://hardwarepodcasts.com/topic/materials-and-processes)
- [Starting a product company](https://hardwarepodcasts.com/topic/starting-a-company)
- [Scaling production](https://hardwarepodcasts.com/topic/scaling-production)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Policy, trade & tariffs](https://hardwarepodcasts.com/topic/policy-trade-and-tariffs)

## Most relevant to

companies scaling up

## Mentioned

- Impossible Foods (company)
- Impossible Burger (product)
- Impossible Whopper (product)
- Burger King (company)
- Stanford (other)
- Public Library of Science (company)
- David Chang (other)
- Google (company)
- U.S. Bank (company)

## Related episodes from other shows

- [Dip Into Paradise with Founder Emily Edwards](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2021-03-01-dip-into-paradise-with-founder-emily-edwards) (The Startup CPG Podcast)
- [#137 Plant-Based Dumpling Kings: Eric Wu and Adam Yee, Sobo Foods](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2024-04-09-137-plant-based-dumpling-kings-eric-wu-and-adam-yee-sobo-foods) (The Startup CPG Podcast)
- [Founder Feature: Samantha Edwards of New Breed](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2024-09-27-founder-feature-samantha-edwards-of-new-breed) (The Startup CPG Podcast)
- [Alternative protein: it’s what’s for dinner](https://hardwarepodcasts.com/podcast/catalyst/2022-04-14-alternative-protein-its-whats-for-dinner) (Catalyst)
- [Reviving the stagnant plant based meat market](https://hardwarepodcasts.com/podcast/catalyst/2023-09-28-reviving-the-stagnant-plant-based-meat-market) (Catalyst)

## Citing this page

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