[3 July/NZ Herald]

Business Premier customers travelling on Air New Zealand’s LA to Auckland haul will be offered the Impossible Burger for the next three months. It is a plant based innovation that is designed to save the planet. It has become a phenomenon in the U.S food tech industry for achieving the impossible, a plant based product that bleeds. Air New Zealand would be the first airline to serve the burger. Impossible Food’s Founder, Patrick Brown, argues animal based production will be unsustainable. The burgers are available in 2,500 restaurants across the U.S. They use 75 percent less water, generate 87 percent fewer greenhouse gases and needs 95 percent less land than traditional beef. Impossible Foods weren’t mainly targeting vegetarians, but carnivores looking for something new. According to a study by Beef + Lamb New Zealand, kiwi beef exports faced the greatest challenge from alternative proteins such as this one. Impossible Foods wanted to work with farms rather than against them.