Throughout April, environmentally-conscious diners across Hong Kong and Singapore demonstrated the positive difference individual food choices can make for the planet with Impossible Foods’ Earth Month campaign.
By choosing Impossible meat dishes over dishes made with an equivalent amount of ground beef from participating restaurant partners, Hong Kong consumers alone saved over 140,049sqm square metres of land, 63,787 kg of CO2, and 1,749,318 litres of water. Choosing from a range of limited edition and permanently-on-menu Impossible meat dishes, instead of dishes made with an equivalent amount of ground beef from partner restaurants saw Hong Kongers save environmental resources equivalent to:
– An area roughly the size of 537 tennis courts or 11 times the size of Hong Kong Stadium
– Over 3.4 million water bottles worth of water (0.5L each) or the water footprint of 23,106 showers averaging 10 minutes
-The greenhouse gas emissions of more than 304,866 km driven in a car
The results of the Earth Month campaign were not only positive for the planet, but also had a positive impact on business for many restaurant partners during April. Ruby Tuesday’s sales of Impossible dishes increased by 66% and The Butchers Club sold 90% more Impossible Burgers in April 2020 than March 2020, thanks to the campaign and a special Earth Day 2-4-1 promotion. Beef & Liberty’s Earth Month special, the Impossible Sichuan Burger, became a top seller and will now stay on the menu until 14 June. Outback Steakhouse also sold 2,000 Impossible Bloomin’ Burgers in April – a higher than expected performance considering the impact of social distancing measures.
EAT IMPOSSIBLE, LOVE IMPOSSIBLE
Special Earth Month dishes included: Ruby Tuesday’s classic American style Impossible Lasagne; Urban Cafe Commune’s indulgent Impossible Croissanwich; Little Bao’s newly launched mouthwatering Impossible Earth Bao served with vegan truffle mayo and 2DP’s Avocado Kimchi Impossible Burger.
New restaurant partners Redhouse/SHÈ, Modern Majang and Takagi Yakitori also joined the mission by offering gourmet dishes including “Yin-Yang” Impossible Meat Veggie Dumpling, Impossible Japchae and Impossible Meatballs respectively. Consumers could also tuck into delicious and creative Impossible dishes from existing restaurants partners including Impossible gyoza from Uoharu, Spicy Thai Impossible Spaghetti from Years, authentic Sichuan Style Dan Dan Noodles from MO Bar, as well as Impossible Burger on Hot Plate from Hong Kong local style restaurant My Meat Run Laboratory.
*Please check in with Impossible restaurant partners, or delivery platforms directly, for most up to date Impossible dishes and takeaway and delivery options.
IMPOSSIBLE FOODS ON A MISSION
Impossible Foods exists to reduce the need for animal agriculture, which is directly responsible for one of the most immediate threats our species faces: devastating climate change and collapse of biodiversity. Using science and technology, Impossible Foods replicates the meaty taste and deliciousness that people love in meat, using plant-based ingredients with a significantly lower environmental impact. Not only are animals not the only way to produce the world’s favorite foods; they aren’t even the best way.
The Impossible Burger (of 113g serving size), compared to the same amount of ground beef from a cow, uses 96% less land, 87% less water and 89% less greenhouse gasses. For the consumer, it means that this saves 7 square meters of land, 3 kg of CO2, and 84 litres of water.