Impossible Foods hires former Apple creative exec as chief experience officer

Turner -- who spent 11 years at Apple helping to launch a number of the company's disruptive technologies including iPod+iTunes, Mac, iPhone, iPad, Apple TV and Apple Music before launching his own strategic consulting firm, Sublime, in 2017 -- will be tasked with building brand awareness and "accelerating the global consumer movement to a sustainable food system"​ in the newly-created role at Impossible Foods, said the company.

Throughout his decades-long career, Turner has advised companies across multiple industries including 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 news of Turner's hiring comes as Impossible Foods continues to build out its executive team to lead the company's next phase of growth.

In January, Impossible Foods appointed former Vanderbilt University Biochemistry Department Chair Dr. John D. York, Ph.D., as its  chief science officer. 

Under York’s leadership, Impossible Foods said it plans to rapidly expand its food technology platform by investing in basic research and innovative capabilities to accelerate next-generation products.

The company also said that it plans to double the number of scientists​​ on its team in 2021.

Marketing and branding push

The company, whose products are now nationally available in thousands of retail stores across the US and has raised approximately $1.5bn since its founding in 2011, has been ramping up its marketing and branding efforts to transform Impossible Foods into a globally-recognized sustainable food brand.

Last week, the company launched its first national advertising campaign​​ with TV ad spots​ ​featuring ​ imagery and messaging of its Impossible Burger to target meat eaters who make up the majority of its core consumer base.