Impossible Foods is cutting suggested grocery store retail prices by 20 per cent in the U.S. and says it plans to introduce similar price cuts in Canada.
Because of growth over the past year, Impossible Foods is strongly encouraging retailers and grocery stores to pass the savings along to customers.
"Our plan is to reverse global warming and halt our planet's extinction crisis by making the food system sustainable. To do that, we need to make meat better in every way that matters to consumers--taste, nutrition, convenience and affordability," says Patrick O. Brown, CEO and Founder of Impossible Foods.
Last month, Impossible Foods cut prices an average of 15 per cent for distributors selling to restaurants.
"Impossible products are becoming increasingly affordable, and this in turn is accelerating our rapid retail growth. It's a virtuous cycle for our customers, consumers and the planet,” says Dennis Woodside, president of Impossible Foods.