World’s Largest Concert Company Live Nation Adds Vegan Impossible Burger to it’s Menu
Live Nation, the top ticket-selling concert promoter in the world, is adding the vegan Impossible Burger to nearly 40 live event venues in the U.S. It is the first live entertainment company to serve the Impossible Burger.
Venues in 20 states including California, New York, Texas, Pennsylvania, and Florida will all serve the vegan burger for their summer concert series.
Impossible Burgers launched in July 2016 by the Bay Area startup Impossible Foods. The vegan patties get their texture and meatiness from peas and soybeans. While it looks, cooks and tastes like meat, the burger, like its competitor the Beyond Burger, is significantly healthier than beef burgers. It offers none of the saturated fat or cholesterol found in animal-based burgers. From an environmental standpoint, the patties boast benefits over beef as well; it uses 75 percent less water, 95 percent less land, and generates 87 percent fewer greenhouse gas emissions than red meat.