The CEO of Impossible Foods spoke to Upper School students about the $1.4 trillion meat industry — as he also outlined efforts to “dial back the rhetoric” and invite more people to incorporate “delicious, nutritious” plant-based meat in their diets.

Peter McGuinness, the former marketing genius behind Chobani yogurts, told students that the meat industry is the largest industry in the world — “bigger than cars, bigger than everything” — and that Impossible Foods is a highly valued company because it competes in that market.

He said the company makes meat from plants — with a fraction of the environmental impact — making the company “inherently positive from a sustainability perspective.” 

Having taken the reins of Impossible Foods in 2022, McGuinness said his effort going forward is to to put an end to marketing zealotry around how people eat and share another great option for mealtimes.

“Dial back the rhetoric,” he said. “Don’t be a zealot.”

McGuinness said that Impossible Meat is nutritious, with more protein than animal meat, and has an all-day supply of iron, fiber, and zero cholesterol.

“It’s a good product,” he said. “Try incorporating it in your diet, and the world will be a better place and your health probably will be a little better.”

McGuinness spoke in Baker Theater and was introduced by the Sustainability Club.