The new episode of the WILD HOPE documentary series, Mission Impossible, debuts today on centering on Dr. Pat Brown, founder of Impossible Foods, and his mission to combat climate change and biodiversity loss through plant-based innovation and sustainable land use practices.
Dr. Brown, a former biochemist at Stanford University, took a sabbatical from his academic career to address what he identified as one of the most pressing global challenges: the environmental impacts of animal agriculture.
“It’s not just that we need to eventually solve this problem. We need to solve it as fast as possible”
He states in the documentary, “What I wanted to do on the sabbatical was to figure out what was the most important thing I could do to make the best possible world?” Research led him to establish Impossible Foods in 2011, with the goal of creating plant-based alternatives that rival animal products in taste, texture, and functionality.
Impossible Foods’ flagship product, the Impossible Burger, uses 96% less land, 87% less water, and generates 89% fewer greenhouse gas emissions than traditional beef, according to the company. These metrics have made Impossible Foods a cornerstone of the growing alternative meat market, which has gained traction among environmentally conscious consumers and businesses seeking to meet sustainability targets.
The Carbon Ranch
Mission Impossible delves into Brown’s current efforts to amplify the environmental benefits of plant-based food systems. The Carbon Ranch, an initiative developed in partnership with fellow scientist Michael Eisen, represents the next phase of Impossible Foods’ vision, following the 70-acre Impossible Ranch project, which was announced in April of this year.
Located on 1,000 acres in Arkansas, the project seeks to demonstrate how former cattle ranches can be repurposed into biodiverse, carbon-sequestering ecosystems. Through the Impossible Foundation, the Carbon Ranch aims to provide a replicable model for transforming agricultural land to offset emissions and restore biodiversity. Eisen comments, “This is an experiment for us to show people how they can use their land in a new way.”
That said, there are challenges when it comes to moving towards a world without cows. Brown explains, “These farmers—if you’re telling them to stop raising cows, they want to know how can [they] be sure [they’re] going to make money on a reasonable timescale. And I’ve always felt like this is part of the problem that we have to solve.”
Impossible Foods’ dual focus on both alternative proteins and land restoration positions the company as a leader in sustainable innovation. For the food industry, the documentary highlights how plant-based solutions can drive change in global supply chains and align with corporate climate commitments. Brown continues, “It’s not just that we need to eventually solve this problem. We need to solve it as fast as possible.”
WILD HOPE: Mission Impossible is now available for streaming on YouTube, WildHope.tv and PBS.org.
