On April 22, Earth Day, Impossible Foods launched a new initiative by converting a traditional cattle ranch in South Carolina into a 70-acre plant-based farm, named Impossible Ranch. This transformation from cattle ranching to showcasing plant-based agriculture is part of the company’s effort to clarify the origins and processes behind its meat alternatives. Although the crops grown on the ranch, such as soybeans, sunflowers, and coconut trees, won’t directly end up in Impossible Foods' products, the brand plans to use the farm to educate the public by sharing daily activities and transformations via social media.

Jeremy Davis, VP of brand strategy at Impossible Foods, explained that the Impossible Ranch serves to visually demonstrate the company’s shift from conventional meat production to a plant-based approach. The ranch is not only a symbol of this change but also houses nine cattle that have been saved from slaughter.

In addition to its educational goals, the ranch provides a new way for consumers to connect with the brand. By following the ranch’s progress on social media, consumers can get a closer look at the innovative processes involved in producing plant-based meats and engage with the brand more interactively. During the launch, Impossible Foods invited its audience to participate in naming the rescued animals residing at the ranch and promoted the initiative with a vibrant campaign displayed across 22 screens at Manhattan’s Oculus Transportation Hub. The campaign features a blend of animations and bluegrass music, emphasizing the fun, engaging aspect of following the ranch’s day-to-day operations.

Through this initiative, Impossible Foods aims to make the connection between plant-based products and their positive impacts on animal welfare and environmental health more tangible and understandable to the public. The campaign was developed internally by the Impossible Foods team.