In a recent speech at the World Economy Summit, Impossible Foods CEO Peter McGuinness criticized the plant-based sector for being too "woke" and "divisive," hindering its mass appeal. He also referred to the initial marketing of Impossible Foods' products as a solution to the climate crisis as a mistake, and called the original leaders "zealots." McGuinness emphasized the need to target meat-eaters and flexitarians to try plant-based products, rather than alienating them with divisive marketing tactics.

While rival plant-based company Beyond experienced sliding shares, Impossible Foods under McGuinness' leadership has focused on appealing to meat-eaters and flexitarians. He highlighted the importance of bipartisan and intersectional solutions to climate change and biodiversity loss, emphasizing the need to attract a wider audience to the plant-based sector. Despite recent challenges, the plant-based food market is projected to triple in value by 2035, highlighting the potential for growth and innovation in the industry.