Pat Brown wants every piece of meat consumed in the world to be made entirely from plants. He’s going after the carnivores — and the meat industry that serves them red, bloody, marbled meat.

The scientist and chief executive behind the plant-based burger from Impossible Foods, Brown doesn’t particularly care that vegetarians and vegans rave about its flavor. He’s on a mission to recreate the texture, smell, and flavor of meat that carnivores crave — while cutting down on the waste in meat production.

via NBC News