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Peter McGuinness

Peter McGuiness is the CEO of Impossible Foods, the fast-rising purveyor of plant-based meat. Impossible wants to remake the calculus of climate change by weaning the world off of animal meat. Previously, Peter was a leader at Chobani, where he helped remake the dairy aisle.

“These risk-averse companies that try to please everybody, they’re nothing to anybody. You’ve got to have a point of view.”

— Peter McGuinness
Featured in these episodes:
Peter McGuinness, guest
July 14, 2022

What’s the difference between an activist brand and an active brand? Impossible Foods CEO Peter McGuinness says that acting on your values defines a business — from climate change to Roe v. Wade. To unleash the next wave of growth for plant-based meat purveyor Impossible, McGuiness is rethinking how the whole category presents itself, taking aim at what he calls “safe and lame” approaches, partnering with the likes of Billie Eilish, and targeting the $1.4 trillion global meat industry.