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Air New Zealand became the first airline in the world to serve the passengers of the Impossible Burger, a fake meat backed by Bill Gates, sold in posh restaurants and bleeding like a beet.
What is it? And is it good? You can not get the Impossible Burger in Australia, so to make you travel to the United States.
Fortunately, when Hack's journalist Shalailah Medhora was on vacation recently, she and her partner, who is vegan, made a breakthrough for an impossible hamburger.
The fake meat used in the hamburger is that of a "new generation" that goes beyond crushing a few lentils and soybeans together.
But these are also not experimental meats grown in a laboratory (they are said to be still at least a decade from your local hamburger chain.)
Products like Burger Impossible, Beyond Burger and Bleeding Burger UK, are something else: delicately crafted, lab-based herbal protein combinations, yeast extract, vegetable gums, spices and seasonings.
When Impossible Burger made its international debut in April, a Hong Kong chef says that it should be considered "just another meat".
The industry has attracted huge investments from people like Bill Gates and other venture capitalists of Silicon Valley.
But none of this is worthless if they do not taste any good.
"It's a bit terrifying"
At the burger joint on the trendy Union Street in Sa n Francisco, our foreign hamburger correspondent Shalailah Medhora and his partner, Michael, command the impossible.
It costs about US $ 20, which sounds like a lot but is not too bad for San Francisco, one of the most expensive cities in America
The surface of the slab is charred and crusted like meat, apparently the result of small patches of coconut oil dispersed in the mixture.
The slab that Michael gets is on the well done side, so it's not bloody like the others are. It's a little dry, but it's the only thing to say that it's not meat.
Unlike other vegetarian patties, the Impossible Burger has the same stringy texture as meat. The fibers of the cake break like minced meat.
Michael is a vegan. He has not eaten meat for 10 years, and the taste reminds him of forgotten memories of "how I remember that McDonald's hamburgers had a habit of tasting".
"It's a little terrifying," he says. I do not know if they mix our orders. "
Shalailah, a red-blooded meat eater and a more insightful carnivore, may say that the galette is not" 100 percent meat, but she's really close. "" Thin, That's Meat ": Australia's Deputy Leader
This week, Air New Zealand announced that it would serve Burger flight impossible to business class passengers on flights from Los Angeles to Auckland
This is an indication that, unlike your standard chickpea plate, these new meats are not just for vegan or committed vegetarians, but for omnivores who like the idea of giving up animals, but do not want to sacrifice the sweet taste of flesh
An impossible hamburger requires only five percent of the land and a quarter of the water that an ox burger makes, and produces only one-eighth of greenhouse gases, according to the company that manufactures them.
New Zealand's decision to take on the colors of the Impossible Burger has been criticized by its industry of beef and lamb, which considers fake meat as an imminent threat.
Damien Minister of Agriculture O & # 39; Connor said to have never eaten I would be happy to do it "because we must know what we are facing."
In Australia, last month, when Woolworths launched vegetable meat in the supermarket meat section, farmers were not impressed
. Neither the national party, including its leader, Deputy Prime Minister Michael McCormack.
"The hash is chopped, hash is meat," he told ABC last month.
"It's my interpretation of what is minced meat."
Although the package indicated that the product was 100% herbal, the National Farmers Federation stated that it was not clear enough.
France, for example, banned the words vegetarian and vegan.
Herbal mince is in our meat section: Woolies
But whether farmers want it or not, Australians eat less meat
In 2016, 11 percent of Australians – about 2, 1 million people – had vegetarian or mostly vegetarian diets. The figure had increased by 2% in four years.
Euromonitor International data show that the Australian packaged vegan food market is expected to be worth $ 215 million in two years
In a statement, Woolworths confirmed that a product of mince meat, called Minced, continues to be stored in meat section.
The maker of Minced, Funky Foods, said that he believed that by placing his herbal product next to the meats, it was easier for people to try a meal herbal.
We believe that every step in the right direction counts, and that is why we are proud to help vegans, flexitarians or simply your everyday omnivore make plant-based choices. in the meat department, "he said. A spokesman for Coles said it had double-digit growth in its chilled non-meat section, including a vegan hamburger.
"We have seen demand grow significantly for vegetarian products In the past 12 months, more customers have made purchases in our health products category," she says.
"Like preferences and tastes of our customers change, we will continue to look for new and exciting products. "
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