Impossible Foods debuts World Environmental Month campaign in HK with DJ Ah Jeng

Impossible Foods will launch a campaign to celebrate the World Environment Month in June, featuring DJ Ah Jeng to promote the campaign and highlight the positive environmental impact of a plant-based diet. 
The World Environment Month campaign will run from 1 to 30 June in celebration of World Environment Day on 5 June. 

The company is calling on Hong Kong consumers to help turn back the clock on climate change by ordering dishes made with its plant-based meat over meat from animals. To further reach out to local customers, Impossible Foods has strengthened its collaborations with restaurants, having a 20% increase in restaurant participation this year, over 200 restaurants from 50 renowned F&B brands will have Impossible dishes on their menu, available for dine-in, takeaway or delivery.

The company added that a wide variety of restaurant partners will be added this year, including Beans, Kam Kee Catering Company, as well as Sweet Bandott and Knockbox Coffee. A wide variety of retail packs and ready-to-cook meals are available at supermarket chain ParknShop to encourage customers to go for a plant-based diet. 

According to Impossible Foods, about half of the ice-free land on earth is used to raise livestock and their crops, making animal farming the overwhelming cause of deforestation and a major contributor to global warming. In addition, raising animals for food destroys vast swaths of natural habitat that would be vital in removing carbon dioxide emissions from the atmosphere, and is unquestionably the primary driver of a catastrophic collapse of global biodiversity.

To tackle the problem, Impossible Foods said during the campaign period, each dish ordered in restaurants and each product purchased in supermarkets will go towards a tree-planting program with non-profit organisation One Tree Planted. At the end of the month, Impossible Foods will also announce the aggregate environmental benefits throughout the month, as well as the number of trees planted as a result of consumers choosing its products over meat from animals.

Apart from the upcoming campaign, Impossible Foods also reduced price last year to attract people to adopt a plant-based diet. Early last year, Impossible Foods announced it would be slashing the prices of its retail products around the globe, starting with the US and followed by other markets around the globe. The cuts were attributed to business growth, economies of scale, and the company's goal of removing animals from the food production chain by 2035.

For example, the company reduced the price of their meat alternative Impossible Beef by over 20%. It was the third major price cut in less than a year for the company, which counted Hong Kong business magnate Li Ka-shing's Horizons Ventures as an investor.

(Photo courtesy: 123rf)

Related articles
Impossible Foods sues plant-based food startup Motif for patent infringement
Impossible Foods' price cuts come to Hong Kong