Due to its voracious appetite for meat, Asia is the next target for US-based Impossible Foods

Impossible Foods, the meatless burger-maker, is planning to expand in Asia as it is a region with a voracious appetite for meat.

Nick Halla, Senior Vice President for international, Impossible Foods, said, “Asia is by far the number one focus for us. It is core to our mission; core to our business.”

Asia accounts for over 46% of the world’s meat consumption, as per a 2019 report by the Organisation for Economic Co-operation and Development, and the Food and Agriculture Organization of the United Nations

Founded in 2011 and headquartered in Redwood City, California, Impossible Foods develops plant-based substitutes for meat and dairy products.

The company made its first entry into Asia through Hong Kong about 18 months after launching worldwide. According to the University of Hong Kong, Hong Kong has one of the highest meat consumption per capita in the world.

“The first thing we have to do, coming into a new market, is build that credibility that this is not the plant-based product of the past. So here in Hong Kong, we started with two of the most meat-heavy, global-renowned chefs, May Chow and Uwe Opocensky, to help us tell that story. Them putting it on their menu is a great sign of credibility to us, to really hit the mass market too,” Halla stated.