Plant-based food is struggling to meet this political moment, Impossible Foods CEO Peter McGuinness said. According to The Good Food Institute, plant-based meat and seafood dollar sales decreased 7% in 2024. Impossible Foods' CEO also said the current trend is partially a result of how the original marketing alienated a whole class of potential consumers. He left the yogurt producer for Impossible Foods in 2022. As for Impossible Foods, McGuinness said his company "is closer than any other plant-based" company to an initial public offering.