Impossible Burger Embarks on a 6,000-Mile Road Trip

The company will also host a Meateasy—a 1920s-style speakeasy where guests enter through an unlikely storefront and discuss the past, present, and future of food.

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California-based food technology company Impossible Foods recently began its 6,000-mile Impossible Burger Tour. The trek will feature several events aimed at college students—including a free sample giveaway during the Chicago Bears game at Chicago’s Soldier Field—in an effort to promote the vegan patty to a new audience. Chicago State University became the first to serve the Impossible Burger last week after the company recently penned a partnership with food service company Bon Appétit Management Co.—which will also serve the Impossible Burger at several Silicon-valley office cafeterias. “We want to make it possible for every restaurant, university, corporate campus, and stadium in America to serve the Impossible Burger,” Impossible Foods CEO Pat Brown said. “Our goal is ubiquity. Until then, we want to give burger lovers coast to coast a sample of what’s to come and start a conversation about food.” Impossible Burger launched at high-end restaurants last year, and Brown plans to introduce the vegan patty to grocery outlets in coming years.

Photo courtesy of Crossroads Kitchen