Elohi Strategic Advisors and The Independent Broker Alliance (IBA)
launched a partnership in May 2018 to increase availability of the
award-winning Impossible Burger at restaurants and other foodservice
The partnership will increase availability of Impossible Foods’ flagship
product at traditional restaurants as well as corporate canteens,
museums, hotels and other locations.
Made entirely from plants, the award-winning Impossible Burger has no
added hormones, antibiotics or artificial flavors. It uses about 75%
less water, generates about 87% fewer greenhouse gases and requires
around 95% less land than conventional ground beef from cows.
The Impossible Burger is already available at about 2,000 outlets —
from America’s hottest “better burger” concepts to the nation’s original
fast-food franchise, White Castle. It’s served at a growing number of professional
sports stadiums, corporate canteens and universities.
BEEFING UP SALES AT RESTAURANTS NATIONWIDE
The Impossible Burger is often the top-selling burger in many
restaurants, even outselling conventional, cow-derived ground beef.
Based on point-of-sale data from a national better burger chain that
sells several types of plant-based burgers, the Impossible Burger
outsells the conventional “veggie burger” more than three to one.
“The Impossible Burger is one
of the most popular menu items in many restaurants because it offers
zero compromise on taste or sustainability,” said Stephanie
Lind, Senior Vice President of Global Sales for Impossible Foods.
“It’s one of the few menu items that can single-handedly boost sales.”
Restaurateurs can order the Impossible Burger through distributors
including Sysco, US Foods, Gordon Food Service, Food Services of America
and more, as well as the nation’s largest food redistributor DOT — and
now leading broker IBA, in collaboration with Elohi, are expanding the
brand’s availability across the foodservice channel.
“This partnership is a no-brainer and we are ecstatic to add IBA as a
partner in our ongoing relationship with Impossible Foods,” said Elohi
Chief Executive Officer Kevin Smith. “The synergy among our companies
and corporate cultures will provide incredible opportunities for
existing and emerging brands in the channel. We are very excited for the
“We’ve wanted to represent the Impossible Burger since it debuted in
2016,” said Tish Fidler-Tate, Executive Board Member for IBA. “This
product will have a monumental, positive effect on the environment, and
we’re proud of this three-way collaboration.”
BIG TASTE, SMALL FOOTPRINT
In development since 2011, the Impossible Burger debuted in July 2016 at
Chef David Chang’s Momofuku Nishi in Manhattan. The Impossible Burger is
the only plant-based burger to win a 2017 Tasty
Award and a 2018 Fabi
Award from the National Restaurant Association, and it’s beefing
up sales at restaurants nationwide.
The Impossible Burger is now available in about 2,000 restaurants
nationwide, including beloved “better burger” concepts Fatburger, Umami
Burger, Hopdoddy, The Counter, and B Spot, the Midwest burger restaurant
owned by Chef
Michael Symon. White Castle is currently the largest single
restaurant group to serve Impossible Foods’ flagship product, with the
$1.99 Impossible Slider featured at 140 outlets.
Impossible Foods launched
production in September at its first large-scale manufacturing
plant, in Oakland, Calif. With demand still outstripping supply, the
company is now hiring for a
second shift to double production this summer. Impossible Foods launched
with top chefs in Hong Kong in April, and availability of the
Impossible Burger has already
expanded to premium hotels.
The Impossible Burger is made from simple ingredients, including water,
wheat protein, potato protein and coconut oil. One special ingredient — heme
— contributes to the characteristic taste of meat and catalyzes all the
other flavors when meat is cooked.
Impossible Foods discovered a scalable, affordable way to make heme
without animals: The company engineers
and ferments yeast to produce a heme protein naturally found in plants,
called soy leghemoglobin. The heme in the Impossible Burger is identical
to the essential heme humans have been consuming for hundreds of
thousands of years in meat — and while it delivers all the craveable
depth of beef, it uses far fewer resources.
ABOUT IMPOSSIBLE FOODS
Based in Redwood City, Calif., Impossible Foods makes delicious,
nutritious meat and dairy products directly from plants — with a much
smaller environmental footprint than meat from animals. The privately
held company was founded in 2011 by Patrick O. Brown, M.D., Ph.D.,
formerly a biochemistry professor and Howard Hughes Medical Institute
investigator at Stanford University. Investors include Khosla Ventures,
Bill Gates, Google Ventures, Horizons Ventures, UBS, Viking Global
Investors, Temasek, Sailing Capital and Open Philanthropy Project.
To order the Impossible Burger for your restaurant:email@example.com
ABOUT ELOHI STRATEGIC ADVISORS
Elohi Strategic Advisors is a national, WBENC-certified, woman-owned
advisory firm. Based in Marion, Illinois, Elohi employs a team of
experts across the country to assist emerging natural and sustainable
foodservice brands in distribution and growth. Clients begin their
journey in a proprietary boot camp that prepares them for entering the
world of foodservice profitably. The team at Elohi believes that the
only way to change the world is to change the way the world eats.
ABOUT THE INDEPENDENT BROKER ALLIANCE
The Independent Broker Alliance (IBA) is an alliance of 30 independently
owned and operated foodservice sales agencies who engage with industry
clients at local, market, regional and national levels. The IBA Approach
rests on a foundation of strategic, results-driven commitment to
delivering objectives that ultimately produces a portfolio of success.
The Team of over 500 professionals with extensive sales, marketing and
merchandising experience is based on a foundation of integrity,
commitment, passion and performance. The Culture of execution creates an
environment where clients develop partnerships with our IBA teams to
build their businesses utilizing collaborative processes and solutions
tailored to meet their individual needs. The members of the IBA are
known for and proud of their culture of innovation, execution and
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