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In a recent announcement, plant-based meat giant Impossible foods hired former creative leader of Apple, Steve Turner as their first Chief Experience Officer(CXO) in an effort to oversee the entire brand experience, help build brand awareness and encourage consumers to switch to a sustainable food system.
In his his new role at Impossible Foods, Turner will be one of the main members of the executive team and report directly to CEO and founder Dr. Pat Brown and will be responsible for spearheading the food tech’s growth, from manufacturing to marketing.
Back in 2017, Turner founded consulting firm Sublime where he gave advice to CEOs, CMOs and other executives. Before that, he worked for 11 years at the U.S.-based technology company Apple, alongside CEO Steve Jobs. As the global executive creative director for Apple’s Media Arts Lab, he was part of projects that helped launch the iPod+iTunes, Mac, iPhone, iPad, Apple TV, and Apple Music.
In addition to these career highlights, Turner was responsible for the creative work behind several leading global brands including Adidas, Apeel, Beautycounter, Bird, Lululemon, Samsung, Quiet, Nike and the BBC.
In a press release seen by Green Queen, Brown said that Turner brings years of experience and knowledge to the brand that will help in its further expansion.“Steve Turner was the best of an exceptionally talented group of all-star candidates to take Impossible to the next level of brand love and recognition. Steve stood out for his unusually broad range of experiences across technology, entertainment, sports and health industries, in both the United States and Europe. I’m positive he will help transform Impossible Foods into the world’s most beloved brand.”
Speaking about his new role, Turner: “Impossible Foods is solving the existential threats of global warming and biodiversity collapse. The moment I discovered the company’s inspiring mission, I wanted to be a part of it. The team at Impossible Foods is truly making the Impossible possible.”
Impossible Foods recently hired former Vanderbilt University Biochemistry Department Chair Dr. John D. York, Ph.D.as its Chief Science Officer. York will oversee the expansion of the company and develop new products.
Steve stood out for his unusually broad range of experiences across technology, entertainment, sports and health industries, in both the United States and Europe. I’m positive he will help transform Impossible Foods into the world’s most beloved brandDr. Pat Brown, CEO and founder, Impossible Foods
The company, which has raised a total of US$1.5billion in funding since its inception in 2011, plans to double the number of scientists on its team this year and has eyes on new headquarters in the San Francisco Bay Area.
Turner’s appointment follows Impossible’s first nationwide advertising campaign which involved ‘We Are Meat’ television spots and a planned entry into Australia and New Zealand.
The alt meat pioneer is rumoured to be planning a public listing that might value the company at US$10 billion or even more, far more than its previous US$4 billion valuation during its latest funding round.
In another recent announcement, PlantX, a plant-based e-commerce platform appointed U.S.-based Michelin-rated celebrity chef and entrepreneur Matthew Kenney as its Chief Culinary Officer who will be responsible for its meal delivery vertical and drive recipe innovation for the platform’s product portfolio.
Lead image courtesy of Impossible Foods.