The Impossible Cheeseburger looks just like any other conventional burgers. The unconventional part lies in the source of its protein, which is 100% plant-based. It is different from a veggie burger on that fact that it is made for meat-lovers who are not willing to compromise the pleasure they get from conventional burgers. It is “the most delicious burger they can buy at the best value”, Impossible Foods claimed.

Veggie burgers have been around for decades, but they are usually sold on a side menu to accommodate the small segment of vegetarian consumers. Impossible Foods’ plan to target the general public solely with its plant-based burgers is definitely a bold move, especially in the highly competitive fast food industry. Its unique meat recipe well differentiates the company and helps it enter the market strong. The company recognizes that most consumers are unlikely to compromise the pleasure they get from burgers for the environment. Therefore, instead of emphasizing on the environmental and health benefits of its products, Impossible Foods emphasizes on the quality of its “meat”, which provides the same or better taste and smell. The company’s strategic marketing message grabs the public’s attention and aids the successful launch of this new product.

As of now, Impossible Foods has only one product planned for sale, the Impossible Cheeseburger. I think there is little problem attracting the first batch of consumer because it is a fresh and interesting concept; the real challenge is to sustain sales after the hype and outcompete other well-established fast food giants on quality and price. Moreover, the company need to generate enough revenue to fund the development of other products and launch them fast before its competitors come up with similar products. Ongoing innovation is crucial to secure the company’s place in the industry.

One concern I have for the product is the amount of artificial flavouring and other additives required to create the meat taste and smell. It would be reassuring to the public if Impossible Foods can be transparent on its ingredients and provide nutrition facts on its products.

For those who are interested in learning more about the company, you can find an interview with the company’s founder, Patrick Brown, here: http://www.greenbiz.com/video/impossible-foods-founder-patrick-brown-burgers-made-plant

Electricity, a resource that is taken for granted in developed countries, is finally brought to people in rural Kenya for the first time, in a consistent and reliable way, thanks to the renewable energy micro-grids offered by SteamaCo. Micro-grids are independent power generation and distribution systems that make use of local renewable energy. In the case of Kenya, it would be solar energy collected by roof-top solar power systems. These mini power stations have transformed the villages and improve living significantly, as well as brightening up the local economy.

Unlike traditional green strategies that require a price premium or compromises on profit, installing renewable energy micro-grids in East African countries is a green strategy with strong financial incentives. The rural villages, or most of the third world countries, is a huge consumer market for electricity and other resources that has been left out. Currently, only one third of the population in East African countries has access to electricity. There is strong demand for power from these scattered communities where no electricity supplier has tapped into. It is a “blue ocean” of business opportunities for SteamaCo. Furthermore, with one fifth of the world’s population continue to live without access to electricity, if the company can scale up the production of these micro-grids, the financial return on the micro-grid business looks promising.

The micro-grids improves lives of villagers in every aspects, from household appliances to fuel pumps on the streets. Most importantly, they help villages become more resilient. First of all, the access to electricity has allowed telecommunication to be widely available. The improved communication between households and villages provide more support in case of catastrophic events such as drought and disease outbreak. Secondly, the micro-grids uses local renewable energy, which is reliable and self-sustaining. Lastly, the electricity generated is enough to support more business activities and education opportunities, which hopefully will lift people out of poverty.

Lastly, I want to borrow an inspiring quote from a software manager at SteamaCo to encourage more green practices in third world countries: “Even though our customers are poor, they have purchasing power and they know how to use it.”

Article Reference: http://www.greenbiz.com/article/how-microgrids-are-bringing-power-rural-kenya