SHANGHAI – Impossible Foods is traveling to Shanghai for the China International Import Exposition to formally debut the company’s Impossible Burger at the city’s National Exhibition and Convention Center Nov. 6-10.
The company will host cooking demonstrations featuring celebrity Master Chef Jereme Leung on the first public show day on Nov. 6. Leung will prepare a variety of Chinese dishes such as Impossible Lion’s Head Dumpling in Broth and Impossible Siew Mai featuring Impossible Foods’ plant-based meat facsimile as an ingredient.
“China is well positioned to be a world leader in the shift to a sustainable food system,” said Patrick Brown, Impossible Foods founder and CEO. “Impossible Foods wants to partner with China to create the world’s most resilient, secure and sustainable food system — a model for other nations. By transitioning to plant-based meat, China can help boost quality of life for everyone, avert biodiversity collapse and reduce the impact of global warming.”
Impossible Foods currently does not sell its products in mainland China, but the company hopes its presence at the exposition will lead to opportunities for growth in China and throughout Asia. The event attracts senior government officials in Beijing and regional capitals to buyers, sellers and entrepreneurs from China and 64 other countries, according to the company. In May, the Fatburger franchise launched the Impossible Burger in all restaurants in Singapore.
Impossible Foods said representatives will serve nearly 50,000 free samples of the company’s plant-based product during the show’s VIP preview Nov. 5 and during the public show days.
“Impossible Foods has mastered making meat that’s delicious and sustainable. Juicy, tender and incredibly flavorful, the Impossible meat has the same delicate texture and fine color as real beef,” Leung said. “This revolutionary product from California blends seamlessly with traditional Chinese cuisine, and the wonderful chemistry between them delivers rich taste. In addition, with a much smaller carbon footprint, plant-based meat is an environmentally friendly food option offering a new solution for the sustainable development of our ecosystem.”