Bring in the chef.

What I talk about when I talk about the marketing of cultured meat, sneakers made from fishing nets, and flavanoids. Flava-what?

To launch itself into the world, Impossible Foods hired chefs. Traci Des Jardins and David Chang evangelized the startups burgers before they were sold to the masses. Impossible said the burgers were hard to cook properly, and they didn’t want to chance it with home chefs. (Well, I do occasionally burn things.) Eventually the burger became easier to pre…