The ” clean meat “, the new utopia of Silicon Valley

We are in Palo Alto, in the heart of Silicon Valley. The prestigious Stanford university is at the end of the avenue, the headquarters of Google and Facebook a few minutes drive, and the houses of millionaires lined up in beautiful fairways tree-lined. In Wahlburgers, a restaurant opened a few months ago on University Avenue, the first customers throw already in their burgers signed Paul Wahlberg, a chef in Boston, became a celebrity of the small screen. Among them, Judy Ignaszewski taste the latest novelty, the Impossible Burger. “It is very good, and yet I’m very hard,” judge said she sipping her homemade lemonade. “With the spices, and caramelized onions, you might believe that it is of meat,” says the middle aged man in a sports outfit, which has disbursed 12,95 dollars (about 10,50 euros) for this sandwich. Between the two buns, not beef but a steak in the high-tech, protein-based wheat and potato, coconut… and the “blood” of synthesis.

In this California green and off, the guests love it. “It’s been ten weeks that it is on the map and this is already our second best-seller. It’s served fifty days of the week, double that on the weekend “, welcomes Gregg Harp, the director of the Wahlburgers. “It seems really meat. If you didn’t know, you might really think that it is a burger classic. “Marketed by the 25 chain restaurants, this burger is also sold to the competitor Umami Burgers and, since 12 April, the fast food chain White Castle, an institution in the United States.

The start-up Impossible Foods has launched the Impossible Burger in 2016. It has already sold 1.3 million in 2017, and 2.5 million since the beginning of the year. He is not alone : in the past few years, a myriad of start-ups have invested the niche of “clean meat” (” meat clean”)….

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