Impossible Foods: Hires Chief Experience Officer

Redwood City / CA. (ifi) Impossible Foods Inc. announced the hiring of former Apple creative leader Steve Turner as Chief Experience Officer.

In this newly created role, Turner will be in charge of building brand awareness and accelerating the global consumer movement to a sustainable food system. He’s a key member of the company’s senior executive team and reports directly to CEO and Founder Dr. Pat Brown.

In 2017, Steve founded Sublime, a strategic creative consulting firm that advises CEOs, CMOs and other executives. Before that, he spent 11 years at Apple, where he rose to global Executive Creative Director for Apple’s Media Arts Lab. He worked with Steve Jobs and helped launch Apple’s unprecedented stream of disruptive new technologies from iPod+iTunes, Mac, iPhone, iPad, Apple TV and Apple Music.

Turner has also worked with Jimmy Iovine at Beats and Phil Knight at Nike. As both an internal employee and a consultant, he’s helped guide the creative work for some of the world’s most innovative companies, including Apple, Adidas, Apeel, Beautycounter, Bird, Lululemon, Samsung, Quiet, Nike and the BBC.

«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,» said Impossible Foods’ CEO and Founder Pat Brown. «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.»

The UK native, who is based in Los Angeles, received his Bachelor of Fine Arts degree from University of Wolverhampton.

«Impossible Foods is solving the existential threats of global warming and biodiversity collapse,» Turner said. «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.»

Marketing momentum

Turner arrives as the food tech startup accelerates growth and takes advantage of mounting economies of scale, from manufacturing to marketing. Last week Impossible Foods launched its first national advertising campaign with broadcast and cable spots.

Turner is the latest executive to join Impossible Foods as it builds a world-class leadership team.

In January, former Vanderbilt University Biochemistry Department Chair Dr. John D. York, Ph.D., became Impossible Foods’ Chief Science Officer. Under York’s leadership, Impossible Foods is rapidly expanding its food technology platform and investing in basic research and innovative capabilities to accelerate next-generation products. The company plans to double the number of scientists on the team in 2021.

Impossible Foods, which is looking for a new global headquarters in the San Francisco Bay Area, has doubled its headcount in the past year and plans to hire hundreds more employees throughout 2021.