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j.j. ramburg, and welcome to "your business." the show dedicated to helping your growing business. it made headlines as the plant-based burgers that bleeds, and with celebrities like quest love declaring their love for impossible foods on social media, publicity is one thing this company does right. how is this brand getting those same customers to keep coming back after the hype wears off? we take a bite into this innovative company that's changing how the world thinks about meat. ♪ >> i love the meat in burgers, and i like my -- i was the first one done, so -- >> it looks like a burger. it feels like a burger. it even tastes like a juicy beef burger. but -- >> if i wasn't told that it wasn't meat, i wouldn't have known. like it was delicious. >> this is the impossible burger. made of a completely plant-based brown meat that has been taking the culinary world by storm. >> it's an incredible product, and what you can do with it is really limitless to this point. >> this alternative meat product was created by ceo and founder of impossible foods pat brown who never set out to create