Impossible Foods Announces Leadership Transition: Peter McGuinness to Depart as CEO; Executive Leadership Team to Run Operations

The move comes after nearly four years of impactful leadership from McGuinness, during which time the plant-based food maker expanded and evolved to cement its position as a category leader

REDWOOD CITY, Calif.--(BUSINESS WIRE)--Impossible Foods announced today that Peter McGuinness has decided to depart as Chief Executive Officer, following nearly four years of leading the company. McGuinness’s responsibilities will be handled by Impossible’s three-member executive leadership team:

• Jason Gao, Chief Legal & Operating Officer
• Meredith Madden, Chief Demand Officer
• Robert Haas, Chief Supply Officer

Impossible is announcing the transition from a position of strength. Under McGuinness’s leadership, the company outperformed the broader plant-based category through innovation, demand creation and critical distribution gains – besting the competition and commanding the #2 position in terms of U.S. market share.

Impossible enters its next chapter poised for long-term value creation, supported by a robust portfolio of delicious, nutrient-dense plant-based proteins spanning chicken, beef and pork. Earlier this month, Impossible announced its strategic partnership with food-tech startup, EQUII, to further expand its innovation portfolio with select, complementary high protein grain-based products, including hamburger and hot dog buns.

“Impossible is primed to further strengthen its position in the marketplace as a respected food company built for long-term success,” said Fedele Bauccio, long-standing member of Impossible’s Board of Directors. “We’re grateful for Peter’s impactful leadership as CEO, which helped establish Impossible as the strongest player in the category, and we’re happy he will remain on the Board. We have the utmost confidence in Jason, Meredith, and Rob to lead the company into its next chapter of growth.”

McGuinness was instrumental in evolving Impossible to be not just a tech company, but also a great food company. Central to this was revamping the Impossible brand to be meatier and more food- and taste-forward, complete with a total packaging overhaul to stand out on-shelf, and more approachable and inclusive messaging designed to resonate with a broader flexitarian demographic. The company has continued to work closely with its key retail and restaurant partners to encourage category growth, from merchandising and menu development to strategic marketing initiatives aimed at welcoming more meat eaters into the space.

“Over the last four years we’ve expanded, evolved and invested in both the company and the brand. We constructed a sustainable business that could support our sustainable mission,” McGuinness said. “I’m proud of the position Impossible is in today and I’m very confident in the company. I have no doubt the highly capable executive leadership team will continue to lead and re-energize the category.”

About Impossible Foods:

Impossible Foods is on a mission to positively impact people and the planet by making delicious, nutritious meat from plants with a fraction of the environmental footprint of meat from animals. The privately-held food company was founded in 2011 and took a uniquely innovative approach that aims to make the world's best plant-based meat with the power to transform the food system. We make chicken, beef, and pork products from plants for every meal – breakfast, lunch and dinner – with a goal of replicating the flavors, textures, and cooking experience that meat eaters crave. Every nugget, burger, and patty we sell uses less land, water, and produces less greenhouse gas emissions compared to the animal.

Impossible Foods products are available across 4 continents in countries such as the United States, Australia, Canada, Hong Kong, Macau, New Zealand, Singapore, the United Arab Emirates, and the United Kingdom. For more information, please visit impossiblefoods.com and follow us on Instagram, X and LinkedIn for updates.