Impossible food sues to cancel earlier trademark owners

No, this hasn’t been my experience for at least 10 years.

If their nutrition products and trademark pre-date Impossible Foods, Impossible Foods might be in some trouble. IANAL, but trademarks on actual words are first-come, first-served, and for a specific context. Apple Computer and Apple Records/Corps.: ok, no customer confusion. Apple Computer launches a product called iTunes and a service named Apple Music, it gets dicey.

The end goal of the radical vegan moralists is to legally reshape my cuisine and the cuisine of the majority of people to match their preferences. Not all vegans share that view but often independently come very close to it or could still be swayed into a more radical world view.

Deflecting is a polite way of terminating a conversation that can otherwise get very ugly and end friendships and/or further entrench and radicalize the counter-party in the conversation; not a concession to the quality or lack thereof of their points. Or to put it another way, when someone suggests I try a vegan diet, my first instinct is respond in a respectful way with an understandable and relatable reason why I will not, not to hammer them in the face with the truth that I will continue to guiltlessly eat God’s creatures until the day I die and I will raise my kids the same way.

How do you think dealing with this will compare to running 100k in Antarctica?

This very much reinforces my scepticism and distrust towards this trend of branded so-called "meat-substitutes" and "plant-based cheeses" etc. I am not a vegetarian or a vegan but, if I were, I would simply eat vegetables, legumes, pasta, rice, bread, fruits, nuts, you name it. It's not so hard, it's just normal food that has always existed and has always been a part of my diet anyway.

People have eaten non-meat products since the dawn of history. For instance, meat was rare in the diets of the lower class of many societies, dairy products were only part of the diet of specific populations (e.g. Western Europe, Middle East, Masai, etc.), and the diet of some cultures has been vegetarian by principle from the start (the Jains of India). There are countless non-meat based recipes across all cultures, and preparing a meal without using meat, cheese or eggs is hardly rocket science — I often do it by accident without noticing.

So, is there really that much value in these industrial "plant-based" meat/cheese substitutes? I don't think so, but they're being marketed as if they were a great step forward to "reduce our dependence on meat" — a dependence which does not actually exist. All I see is disruptive processed-food businesses, trying to gain a market captive into their branded products thanks to the cultural Zeitgeist and it's focus on sustainability.

The fact that rice, beans, tomatoes, mushrooms, cabbages and onions are mere commodities that people can choose based on each item's quality, price, and personal tastes from any supplier, to cook with them as they please is not convenient for the processed-food business. They need people to get used to depending on their own branded products, because how else would they "substitute meat" out from their diet? This new industry is hoping to get younger environmentally-conscious generations to understand that, to be sustainable, the normal thing is to eat Beyond Meat™, or Impossible Foods™, or whatever other brand competes in the market for their attention. God forbid people eat mere stir-fried vegetables, legume stews, rice, or a myriad other dishes they could cook themselves!

The greatest value of these companies is not in their technology to make "meat-substitutes". Rather, it is in getting customers to assume that they depend on their brand.