So next to supporting in developing the product, what role do you think you can play as a chef in terms of food innovation?
We can test products both in our kitchen and with the public. With Impossible Foods, we are able to show people how easy it is to cook and how to do it the right way. Just like with normal meat, you can overcook Impossible meat, so it’s important to know how to prepare it. It also provides for a quicker meal because not only does it cook quicker than animal-based meat, but it does not need to rest like normal meat.
Would you say that you, as a chef, can built a positive reference case to counter the negative image people have of plant-based products?
The thing is, if people have a negative experience, they might not try it again, or are less enthusiastic about it. As a chef I respect the ingredient and am able to do justice to it. We also promote the product heavily and do joint marketing between our team, the brand, and delivery platforms. It’s always a good idea in this day and age to work with delivery platforms to help market the new products.
Do you discuss pricing with brands like Impossible Foods?
Always. When they were first launching, the initial price was really high, and I nearly had a heart attack. I told them that people would try the burger once but would not come back because of the price. They have since dropped the price, but we still need to explain to customers that it is a new technology and volumes are rather low. Right now, eating plant-based is a bit more expensive.