It’s been slightly more than a year since the launch of Impossible Foods in Singapore, and it would be a bit of an understatement to say it’s been doing alright so far. On the contrary, Singaporeans, the foodies that we are, have been eating quite a lot of the plant-based meat that has invaded the menus of many restaurants and cafes in the past 14 months.
Throughout last April, also known as Earth Month, Impossible Foods recorded an impressive amount of Impossible Burgers and other Impossible dishes filling the bellies of hungry consumers across Singapore and Hong Kong.
The company gleaned some impressive stats that suggest a decreased wastage of land, carbon dioxide and water, as a result of the mass production of livestock meats such as beef, poultry and pork, by simply choosing to eat the plant-based meat over regular meat.
Over 242,000 square metres of land, over 110,000kg of CO2 and over 3 million litres of water were conserved across both countries as a result of choosing to purchase and consume Impossible Foods dishes. In Singapore alone, approximately 102,113 square metres of land, 46,509kg of CO2, and 1,275,468 litres of water that would’ve been used to produce animal-based meat ingredients were conserved.
In a press release by Impossible Foods, this equates to:
- Roughly the land area of 391 tennis courts or three times the size of Jewel Changi Airport
- Over 2,550,936 million water bottles worth of water (0.5L each) or the water footprint of 16,846 showers averaging 10 minutes
- The greenhouse gas emissions of more than 222,276 km driven in a car
Furthermore, given that Singapore was subject to the Circuit Breaker quarantine period during the month of April, Impossible Foods consumption was aided due to an increase in reliance on food delivery services.
Deliveroo Singapore alone saw a 53% increase in orders for Impossible dishes from the likes of Three Buns, P.S. Cafe, NamNam and Pizza Express in April compared to March. The top-selling dishes during that month were the Three Buns Impossible Chedda, and the P.S. Cafe Impossible Burger.
And since these stats were recorded only for the month of April, it’s safe to assume that the same consumer behaviours have been perpetuated in May (since Singapore, at the time of writing, is still under the Circuit Breaker), and will continue to help conserve the Earth indirectly as a result.
“It has been very exciting to see the positive feedback from consumers to our Earth Month campaign during April. The cumulative results from Singapore and Hong Kong not only highlight how environmentally impactful our individual choice to consume plant-based meat is, but that food brings people together and helps to support our local restaurants during these challenging times.” said Jordan Sadowsky, Director of Global Expansion at Impossible Foods in the press release.
“We hope that more consumers will now choose Impossible Burger over beef from cows knowing that it uses a fraction of the water, land and greenhouse gas emissions. Partner that with Impossible meat’s craveable, meaty deliciousness and it’s a win-win.”
Marion has a serious RPG addiction. Sometimes it bleeds into real life; he forgets to sleep because he thinks he has a Witcher’s body clock. Forgive him in advance if he suddenly blurts out terms such as “Mind Flayer” and “Magic Missile”, because never once does he stop thinking about his next Dungeons & Dragons game.