The latest news, trends, analysis, interviews and podcasts from the global food and beverage industry

Impossible Foods has announced that its current CEO, Peter McGuinness, will step down after nearly four years leading the plant-based protein company.

His responsibilities will be assumed by the company’s three-member executive leadership team: Jason Gao, chief legal and operating officer; Meredith Madden, chief demand officer; and Robert Haas, chief supply officer.

The company characterised the move as a transition “from a position of strength,” noting that under McGuinness’s leadership, Impossible Foods outperformed the broader plant-based category, gaining US market share and securing the No. 2 position nationally.

The period was marked by product innovation, expanded distribution and brand repositioning aimed at broadening appeal beyond core plant-based consumers.

McGuinness will remain on Impossible Foods’ board of directors.

“Impossible is primed to further strengthen its position in the marketplace as a respected food company built for long-term success,” said board member Fedele Bauccio.

“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.”

During McGuinness’s tenure, Impossible shifted its positioning from a primarily tech-driven food start-up to a more mainstream food brand.

The company undertook a comprehensive brand and packaging overhaul, emphasising meat-like taste, approachability and inclusivity to better resonate with flexitarian and meat-eating consumers.

It also deepened collaboration with retail and foodservice partners through merchandising strategies, menu development and category-building marketing initiatives.

Earlier this month, Impossible Foods also announced a strategic partnership with food-tech start-up Equii to expand its innovation pipeline into high-protein, grain-based products, including hamburger and hot dog buns, signalling a broader platform strategy beyond plant-based meat analogues.

“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-energise the category.”

Founded in 2011, Impossible Foods produces plant-based chicken, beef and pork alternatives and distributes products across four continents, including North America, Europe, Asia-Pacific and the Middle East.