I grab my shirt and pull it away from me. The Manhattan skyscrapers have formed a barrier, trapping the early August humidity and dashing any hope that a breeze might dry the sweat running down my back.
“Do you think we’ll get a table?” my sister asks.
It’s 11:45am on Saturday and we’re part of a line snaking down 8th Avenue and 22nd Street. In 15 minutes, they’ll open the doors to Chelsea district’s Momofuku Nishi.
Today, we would taste the impossible.
That’s right. Today we would sample the acclaimed brainchild of Patrick Brown, founder and CEO of California-based start-up Impossible Foods. According to all accounts, Brown had managed to create a plant-based burger that sizzled, bled and -hopefully- satisfied just like its meat-based counterpart.
Despite enjoying many bacon and cheese-smothered burgers in my day, I’ve always been a fan of veggie burgers. The ones that tasted like vegetables, that is. The more a veggie patty tried to disguise itself as meat, the more it seemed to fail.
Using a combination of science and more science, Impossible Foods attempted a feat no man nor chipmunk had yet mastered: Making vegetables actually mimic meat. How did they do it? Through reverse-engineering taste and including loads of something called heme. Heme is what peanut butter is to Reese’s cups, what cherry Chapstick is to a Katy Perry song, what Miss Piggy is to Kermit.
It’s the stuff that makes something what it is.
Brown combined heme -the thing that gives beef its meaty, bloody flavor- and a number of plant products (namely potatoes, soybeans, and coconut) to achieve the Impossible Burger. A longtime vegan and accomplished biochemist, he wanted to make a veggie burger for people who loved meat. After all, who would forego succulent, savory bovine for lentils and chalky carrots?
And we’re not alone:
Impossible Foods surveyed 600 “hard core middle America burger lovers” about their eating habits and asked them whether they’d choose a plant-based burger if it was identical—in taste and cost—to the beef version. Nearly 70% said they would. –Wall Street Journal
But with production costs still too high to actually offer the Impossible Burger to the masses, you have to wonder: is it worth all of the trouble? I mean, cholesterol aside, is there really anything that bad about sticking to the traditional?
With plans for a slow but powerful movement, Impossible Foods is piloting their burger in limited quantities in places like New York City, and soon, San Francisco. Within five years, we can expect to see some pretty happy cows, but for now, some pretty happy humans:
Do you think the Impossible Burger can do the impossible? Would you try it?