less is more You’ve heard of meatless meat and milkless milk . But would you drink beanless coffee ? The powers that be are betting on it: Atomo, the company behind the phantom roast, just secured $2.6 million in funding from an early investor in Impossible Foods , the food-tech company behind the Burger King-approved veggie burger that bleeds . But Atomo’s Frankenbrew is closer to lab-grown meat than to Impossible’s veganized burger: Made from Atomo’s own map of coffee’s molecular makeup, it’s got many of the same chemical compounds you enjoy each morning, derived from secret but supposedly more sustainable sources. Whether Atomo’s version is actually better for the planet than traditional coffee will depend on where those copycat compounds come from, which we won’t know until the company has settled on a final brew. But if the stuff lives up to the hype, it’s good news for the planet. Plants often require greenhouse-gas inducing pesticides , and the coffee industry is a notorious contributor to deforestation and labor rights issues. Not to mention that viable land is increasingly scarce — around half of the earth’s coffee-growing land will be unproductive by 2050 , according to a report […]
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