An interesting read on the "impossible burger" track

 I just finished this one:

The story is of a little company called JUST foods (formerly Hampton Creek). They became somewhat famous after getting into a spat with food behemoth Unilever on their Just Mayo eggless mayo product:

They initially argued that it wasn't marketed as 'mayonnaise' just as 'mayo' ... but finally organized a social media David vs. Goliath campaign to get the lawsuit dropped and Just Mayo got to stay on the shelves:

What about the billion dollar burger? JUST isn't going the same route as Impossible Foods and Beyond Meat, both of whom are creating meaty-tasting meat substitutes using plants. 

Instead, they're trying to grow actual meat cells in the lab, which is where the first success in this field came from, the $330,000 burger in 2013.

Costs are coming down quickly, though, and JUST plans to have an entry ....

I enjoyed this book very much; it was well written and the story moved along crispy. Four stars!