What’s the difference between an activist brand and an active brand? Impossible Foods CEO Peter McGuiness says that acting on your values defines a business — from climate change to Roe v. Wade. To unleash the next wave of growth for plant-based meat purveyor Impossible, McGuiness is rethinking how the whole category presents itself, taking aim at what he calls “safe and lame” approaches, partnering with the likes of Billie Eilish, and targeting the $1.4 trillion global meat industry.Read a transcript of this episode: www.mastersofscale.comSubscribe to the Masters of Scale weekly newsletter: mastersofscale.com/newsletterSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.