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Vegan Burger Startup Debuts at High-End Restaurants

Bill Gates-backed vegan burger will be introduced to customers starting in July.

Silicon Valley food startup Impossible Foods is gearing up to launch its much-buzzed-about Impossible Burger this month. The Wall Street Journal reported that the plant-based “future” burger will be first made available at Jardinière, an upscale San Francisco restaurant, with a roll-out at other restaurants later this summer in New York City. The exclusive, high-end launch is a deliberate and two-pronged approach, as the brand hopes to generate buzz, grow slowly, and stay in-demand while also avoiding attention from meat lobbyists. “My feeling is, right now, that we’re in the fortunate position where the beef industry is not inclined to feel threatened by anyone like us,” CEO and founder Patrick O. Brown said. “We’re not having a war of aggression on the meat industry—at least overtly.” Another goal for the company is to have grocers stock the burger alongside animal-based meat, where it can attract attention from the wider, omnivorous customer base, instead of in the freezer section with veggie burgers (a strategy first trialed by Beyond Meat and its new Beyond Burger last month, which sold out in one hour).

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Vegan Mac n Cheese Smackdown Draws Record Numbers

An estimated 3,000 people showed up to sample plant-based cheesy creations in Baltimore last weekend.
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UC Berkeley to Offer Plant-Based Seafood Tech Class

Students will be challenged to "do for plant-based seafood what Impossible Foods did for the veggie burger."
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KIND CEO Sets Up $25 Million Food Transparency Firm

Daniel Lubetzky launched the industry watchdog group to keep consumers out of the dark regarding corruption within the food industry.
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Number of North Dakota Dairy Farms Drops 75 Percent

The state's farms are struggling to stay afloat amidst reduced dairy consumption.
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Seafood Market Pleads Guilty to Lobster Cruelty

An Australian seafood market was fined $1,500 for employee's cruel treatment of lobster.
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This Week on VegNews TV: The secret to these delightful sweet treats is white beans! Aylin Erman shows you how to make these simple blondies.

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