Disrupting something as large and enduring as the beef industry may seem like an impossible task. Alternative meat provider Impossible Foods is planning on doing just that.

Today the company’s burgers will be sold in grocery stores for the first time. They can be found at 27 Gelson’s locations in California, and plans are in place to expand to the East Coast soon. Fast food chains including Burger King and White Castle currently host the Impossible Burger on their menus, and alternative meat competitor Beyond Meat is already sold in grocery stores. Overall, Impossible Burgers are sold at more than 17,000 restaurant locations.

University of Denver Professor of Lodging Management H.G. Parsa has spent more than a decade in the food industry. He joined Business Casual to discuss what challenges and opportunities await Impossible Foods as it hits grocery store shelves across the country.

Hear Daniel Litwin and Geoff Short discuss this story on this excerpt from Business Casual.

Tune into MarketScale Radio LIVE every Wednesday and Friday morning at 9 a.m. CT for Business Casual with Tyler Kern and Daniel Litwin. From interest rates to eSports – we’ll be talking all things B2B.

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