Impossible Foods: Victories From Confronting Covid-19
2020 was definitely a transformational year for lots of industries, Covid-19 changed people’s behaviors in many ways. However, some companies got destroyed in this pandemic, but some companies caught their chance to become more successful on the market. Impossible Foods is one of those companies.
External environment creat a chance for Impossible Foods during the Covid-19 pandemic. According to the research that Covid-19 can be carried through food products specifically meet products. At the same time, from April 2020 to June, lots of major meatpacking companies were reported positive Covid-19 cases from their employees, and this caused almost half of those meatpacking companies was closed for a while. For those companies that not closed or reopened, their production speed was greatly reduced as well. During this sharp reduction in beef and pork products, the American meet market is facing a huge market vacancy. Therefore, people start looking for other companies like Impossible Food to replace this part of the market share.
How Impossible Foods catch the chance from the Covid-19 pandemic? From Impossible Foods’ website, They reopened their factory very fast and increased their production. Before the pandemic, Impossible Foods has only about 150 distributes in America, but under the Covid-19 influence, they quickly put their products over 15,000 distributors’ stores. At the same time, they start telling the world fake meat product is not only able to replace traditional meat products but also helping the world climate. If you eat our products, equals you are saving the whole climate change and extinction crises.
On Impossible Foods' social media accounts, they also start hosting virtual cookout events with social media influencers. Since lots of people may not know how to cook their products, they invited famous chefs, housewives, from different cultural backgrounds to show their recipes. If you are an Impossible Foods fan, you can also connect to their live show on Instagram to ask questions or even start a competition with the host. Later on, during the holiday season, Impossible Foods published its holiday package. A box of their products can be a gift for Thanksgiving or Christmas to your family and friends. All of those events were very successfully pushed more people to hear them and want to buy their meat products.
I believe that Impossible Foods definitely did a great job to react the Covid-19 effect. They can quickly find out what their customers want, and how to deliver their products and ideas. When people looking for traditional meat’ substitute food, Impossible Foods told everyone that their products are in the nearest store waiting for them. When their customers did not know how to cook their products, they showed everyone how to cook their products to different dishes. When people may not have enough money to buy holiday gifts because of the Covid-19 influence, Impossible Foods tells people that our product could be a great gift, it is new, it is healthy, and helping the climate.
