Impossible Foods Explained

Impossible Foods
Type:Private
Founder:Patrick O. Brown
Location:Redwood City, California, US
Key People:Dennis Woodside (President)[1]
Peter McGuinness (CEO)[2]
Industry:Food

Impossible Foods Inc. is a company that develops plant-based substitutes for meat products. The company's signature product, the Impossible Burger, was launched in July 2016 as a vegan alternative to beef hamburger.

In partnership with Burger King, Impossible Whoppers were released across the United States by summer 2019. The company also makes plant-based sausage and chicken products.[3] [4]

Company and product history

Impossible Foods was founded by Patrick O. Brown in 2011.[5] In July 2016, the company launched its first meat analogue product, the Impossible Burger, which is made from material derived from plants.[6] The company says that making it uses 95% less land and 74% less water, and it emits about 87% less greenhouse gas than making a ground beef burger patty from cows.[7] The plant-based burger has more protein, less total fat, no cholesterol, and less food energy than a similar-sized hamburger patty made with beef.[8] It contains more sodium and more saturated fats than an unseasoned beef patty.[9] The Impossible Burger received Kosher certification in May 2018[10] and Halal certification in December 2018.[11]

On January 7, 2019, Impossible Foods introduced the Impossible Burger 2.0.[12] In July 2020, Impossible Burger patties became available at Trader Joe's and about 2,100 Walmart locations in the United States.[13]

Technology and food safety

Unlike most plant-based products intended to emulate meat, the Impossible Burger contains heme. Heme is the molecule that gives blood its red color and helps carry oxygen in living organisms.[14] Heme is abundant in animal muscle tissue and is also found naturally in all living organisms.[15] Plants, particularly nitrogen-fixing plants and legumes, also contain heme.[16] The plant-based heme molecule is identical to the heme molecule found in meat.[17] [18]

To produce heme protein from non-animal sources, Impossible Foods selected the leghemoglobin molecule found naturally in the roots of soy plants.[19] To make it in large quantities, the company's scientists genetically engineered a yeast and used a fermentation process very similar to the brewing process used to make some types of beer.[20] In 2014, Impossible Foods declared leghemoglobin is generally recognized as safe after testing under FDA oversight,[21] and filed updates with the FDA in 2017 and 2018.[22] The U.S. Food and Drug Administration issued a "no questions" letter in July 2018, accepting the unanimous conclusion of a panel of food-safety experts that the protein that carries heme is safe to eat.[23] This acceptance letter was limited to products cooked in restaurants because soy leghemoglobin required safety review as a new food colorant for uncooked products.[24] An FDA rule change that accepted the colorant and allows the sale of Impossible Burgers in grocery stores took effect on September 4, 2019.[25]

LightLife, a brand of meat analogues, criticized its competitors Beyond Meat and Impossible Foods in an open letter published in The New York Times, asking that these companies reduce their use of "hyperprocessed" ingredients.[26] Impossible Foods responded by calling it a "disingenuous, desperate disinformation campaign".[27]

The Center for Consumer Freedom (CCF), a nonprofit advocacy group that has received funding from the meat industry, has targeted Impossible Foods and other meat analogue producers through advertising, including a commercial during Super Bowl LIV, criticizing meat analogues for using additives. Impossible Foods quickly answered with a parody commercial.[28]

Production and availability

Impossible Burgers in restaurants

In 2016 and 2017, Impossible Foods produced Impossible Burgers in both Redwood City, California, and at Rutgers University in New Jersey.[29] Since the production was in relatively small quantities, the burgers were not available at retail locations.[30] Impossible Foods also worked on plant-based products that emulated chicken, pork, fish, and dairy,[31] but decided to concentrate on creating a substitute for the ground beef in burger patties.[32]

The restaurant Momofuku Nishi in New York, owned by David Chang, began serving the Impossible Burger in July 2016.[33] In October 2016, the Impossible Burger became a standing menu item in selected additional restaurants in California, such as Jardinière and Cockscomb in San Francisco, and Crossroads Kitchen in Los Angeles.[34] The Michelin-starred restaurant Public, operated by Brad Farmerie, began serving the Impossible Burger in January 2017.[35]

In March 2017, Impossible Foods announced it would build its first large-scale plant in Oakland, California, to produce 1 million pounds of plant-based burger meat per month.[36] In the first half of 2017, the Impossible Burger debuted on the menu of multi-unit franchises, including Bareburger in New York City,[37] Umami Burger in California,[38] and Hopdoddy in Texas.[39] In April 2018, White Castle started serving Impossible Burgers. The partnership with White Castle eventually expanded to include all 377 of its locations.[40]

By July 2018, two years after its debut in New York, the Impossible Burger was available at about 3,000 locations in the United States and Hong Kong.[41] By the end of 2018, 5,000 restaurants across all 50 states included the burger on their menus.[42]

In April 2019, Burger King began test marketing an Impossible Whopper, using the patty at locations around St. Louis.[43] Later that month, the company announced plans to roll out Impossible Whoppers nationwide before the end of the year.[44] In August, it was officially made available nationwide.[45]

Impossible Burger retail

The Impossible Burger became available in grocery stores for the first time in October 2019, at Gelson's stores, which are only in Southern California.[46] As of May 2020, Impossible Burgers were also available at Fairway Market, Wegman's, Jewel-Osco, Vons, Pavilions, Albertsons in California and Nevada, Safeway in California and Nevada, and various chains owned by Kroger.[47] In April 2020, due to the COVID-19 pandemic in the United States, the FDA started allowing restaurants to sell Impossible beef substitute to consumers, with an additional printed-out sheet satisfying label requirements.[48]

Sausage

In May 2019, Little Caesars began testing the Impossible Supreme pizza in Florida, New Mexico, and Washington state. The pizza featured Impossible Foods' first plant-based sausage product, which CEO Patrick Brown claimed had involved the development of 50 prototype sausage products before Little Caesars began offering it to the public.[49] Impossible sausage sandwiches are being sold at many restaurants, including Burger King and Starbucks.[50]

Financing

Impossible Foods has raised rounds of $75 million and $108 million from investors, including Google Ventures, Khosla Ventures, Viking Global Investors, UBS,[51] Hong Kong billionaire Li Ka-shing's Horizons Ventures, and Bill Gates.[52] It was reported that Patrick Brown had turned down an offer of $300 million to buy out Impossible Foods in 2015.[53]

In August 2017, $75 million in additional financing was raised after reaching key objectives,[54] with Bill Gates investing additional money.[55] In April 2018, an additional $114 million was raised, led by Singapore’s Temasek Holdings and Hong Kong-based Sailing Capital, bringing the total to $372 million.[56] In May 2019, the company raised $300 million of investment.[57] The total valuation of the company raised to $2 billion.[58] On March 16, 2020, another $500 million was raised.[59]

In total, Impossible Foods has raised $1.3 billion over 12 rounds of funding.[60] [61] In August 2020, the company raised another US$200 million in an internal round led by existing investor Coatue.[62]

See also

Notes and References

  1. Web site: Impossible Foods Names Dennis Woodside As President. Mar 18, 2019. Restaurant News Resource. March 20, 2019. March 20, 2019. https://web.archive.org/web/20190320221142/https://www.restaurantnewsresource.com/article104430.html. live.
  2. Web site: About Impossible Foods . impossiblefoods.com . 3 September 2022.
  3. Web site: Little Caesars is the latest chain where you can try out meatless meat. Piper. Kelsey. 2019-05-20. Vox. en. 2020-01-29. 2020-01-29. https://web.archive.org/web/20200129230851/https://www.vox.com/future-perfect/2019/5/20/18632706/little-caesars-impossible-foods-meatless-meat. live.
  4. Web site: Impossible Foods Dishes Up Its First Meatless Sausage Atop Little Caesars' Pizza. Fortune. en. 2020-01-29. 2020-01-29. https://web.archive.org/web/20200129230853/https://fortune.com/2019/05/20/impossible-sausage-little-caesars-supreme-pizza-meatless/. live.
  5. Web site: Impossible Foods Raises a Whopping $108 Million For Its Plant-Based Burgers. TechCrunch. 2015-10-07. Connie. Loizos. 7 October 2015 . 2015-10-07. https://web.archive.org/web/20151007132327/http://techcrunch.com/2015/10/06/impossible-foods-raises-a-whopping-108-million-for-its-plant-based-burgers/. live.
  6. Web site: The Veggie Burger of the Future Cost $80M to Invent – And Carnivores Will Be Impressed. Mic. 27 July 2016 . 2016-07-27. 2016-08-16. https://web.archive.org/web/20160816152717/https://mic.com/articles/149859/impossible-burger-the-veggie-burger-of-the-future-cost-80m-to-invent-and-carnivores-will-be-impressed#.olHSTtffU. live.
  7. Web site: Sandwich of the Week, USA Today. 2016-09-06. 2016-09-29. 2016-10-02. https://web.archive.org/web/20161002153756/http://ftw.usatoday.com/2016/09/sandwich-of-the-week-momofukus-meat-free-impossible-burger-review. live.
  8. News: Silicon Valley's Bloody Plant Burger Smells, Tastes And Sizzles Like Meat. Hoshaw. Lindsey. June 21, 2016. NPR. 2016-07-28. 2016-07-27. https://web.archive.org/web/20160727141117/http://www.npr.org/sections/thesalt/2016/06/21/482322571/silicon-valley-s-bloody-plant-burger-smells-tastes-and-sizzles-like-meat. live.
  9. News: Great-Tasting Veggie Burgers are Here, But Are They Any Healthier?. Lemonier. Gabrielle. Men's Journal. 2017-04-18. 2017-04-19. https://web.archive.org/web/20170419101151/http://www.mensjournal.com/food-drink/articles/great-veggie-burgers-are-here-but-are-they-any-healthier-w449490. live.
  10. Web site: Impossible Burger: Now Kosher!. Orthodox Union. 5 June 2018. 15 February 2019. 16 February 2019. https://web.archive.org/web/20190216043539/https://oukosher.org/blog/consumer-news/impossible-burger-now-kosher/. live.
  11. News: Impossible Foods Gets Halal Certification for Meatless Burger on Path to 'Serve the World'. Versano. Carlo. 10 December 2018. Cheddar. 27 December 2018. 28 December 2018. https://web.archive.org/web/20181228035348/https://www.cheddar.com/videos/can-the-impossible-burger-save-the-world. live.
  12. News: Impossible Foods unveils Impossible Burger 2.0. VegNews. Starostinetskaya. Anna. 7 January 2019. 8 January 2019. 8 January 2019. https://web.archive.org/web/20190108072423/https://vegnews.com/2019/1/impossible-foods-unveils-impossible-burger-20. live.
  13. Web site: Impossible Burger Now Available at 8,000 Retailers Including Walmart, Trader Joe's . 31 July 2020 . 2020-08-22 . 2020-08-28 . https://web.archive.org/web/20200828150607/https://thebeet.com/impossible-burger-now-available-at-8000-retailers-including-walmart-and-trader-joes/ . live .
  14. Web site: Heme and non-heme in Iron. The Nutrition Source, TH Chan School of Public Health, Harvard University. 2020. 2020-10-24. 2020-10-27. https://web.archive.org/web/20201027060925/https://www.hsph.harvard.edu/nutritionsource/iron/. live.
  15. Hamza . I . Dailey . HA . One ring to rule them all: Trafficking of heme and heme synthesis intermediates in the metazoans . Biochim Biophys Acta . 1823 . 9 . 1617–1632 . 10.1016/j.bbamcr.2012.04.009 . 3412874 . 22575458. 2012 .
  16. Web site: This New Veggie Burger Bleeds Like Meat. ScienceAlert . 9 October 2014 . 2017-08-29 . 2017-08-30 . https://web.archive.org/web/20170830062548/http://www.sciencealert.com/this-new-vege-burger-bleeds-like-meat . live .
  17. Web site: Serving up a bloody veggie burger is the trick to convincing carnivores. 4 September 2015 . Inverse. 2016-09-29. 2016-10-01. https://web.archive.org/web/20161001222826/https://www.inverse.com/article/5948-the-meat-lover-s-guide-to-heme-the-protein-that-makes-everyone-crave-blood. live.
  18. Web site: Hemoglobin and myoglobin. The Medical Biochemistry Page. 2020. 2017-08-29. 2017-08-30. https://web.archive.org/web/20170830061428/https://themedicalbiochemistrypage.org/hemoglobin-myoglobin.php. live.
  19. Web site: Silicon Valley's Bloody Plant Burger Smells, Tastes And Sizzles Like Meat. Lindsey Hoshaw. NPR. 21 June 2016. 4 April 2018. 12 January 2018. https://web.archive.org/web/20180112202349/https://www.npr.org/sections/thesalt/2016/06/21/482322571/silicon-valley-s-bloody-plant-burger-smells-tastes-and-sizzles-like-meat. live.
  20. Web site: A veggie burger that 'bleeds' might convince some carnivores to eat green. 2016-09-23. Public Radio International "The World". 2016-09-29. 2016-09-26. https://web.archive.org/web/20160926221144/http://www.pri.org/stories/2016-09-23/veggie-burger-bleeds-might-convince-some-carnivores-eat-green. live.
  21. Web site: GRAS Notification for Soybean Leghemoglobin Protein Derived from Pichia pastoris. Food and Drug Administration. 2017-08-29. 2017-10-31. https://web.archive.org/web/20171031041613/https://www.fda.gov/downloads/Food/IngredientsPackagingLabeling/GRAS/NoticeInventory/UCM427026.pdf. live.
  22. Web site: FDA letter: GRAS Notice No. GRN 000737. Dennis M Keefe. 18 October 2017. FDA. 1 August 2019. 1 August 2019. https://web.archive.org/web/20190801202809/https://impossiblefoods.app.box.com/v/presskit/file/306790243151. live.
  23. News: Key ingredient in 'Impossible Burger' approved by FDA. Ariel Shapiro. 2018-07-24. CNBC. 2018-08-22. 2018-08-22. https://web.archive.org/web/20180822145737/https://www.cnbc.com/2018/07/24/key-ingredient-in-impossible-burger-approved-by-fda.html. live.
  24. News: Impossible Burger could be sold in stores after FDA approves coloring. 31 July 2019. Deena Shankar. Los Angeles Times. 2019-08-01. 2019-08-01. https://web.archive.org/web/20190801205415/https://www.latimes.com/business/story/2019-07-31/impossible-burger-fda-coloring. live.
  25. Web site: GizModo. Andrew Liszewski. The FDA Has Finally Approved the Impossible Burger to Be Sold at Grocery Stores. 1 August 2019. 1 August 2019. 1 August 2019. https://web.archive.org/web/20190801202049/https://gizmodo.com/the-fda-has-finally-approved-the-impossible-burger-to-b-1836880448. live.
  26. Web site: Lightlife urges Impossible Foods and Beyond Meat to clean up their labels. 2020-10-24. Food Dive. en-US. 2020-10-26. https://web.archive.org/web/20201026221042/https://www.fooddive.com/news/lightlife-urges-impossible-foods-and-beyond-meat-to-clean-up-their-labels/584073/. live.
  27. Web site: foodnavigator-usa.com. Impossible Foods hits back at 'disingenuous, desperate disinformation campaign' as Lightlife attacks 'hyperprocessed' ingredients. 2020-10-24. foodnavigator-usa.com. 26 August 2020 . en-GB. 2020-09-28. https://web.archive.org/web/20200928153122/https://www.foodnavigator-usa.com/Article/2020/08/26/Impossible-Foods-hits-back-at-disingenuous-desperate-disinformation-campaign-as-Lightlife-attacks-hyperprocessed-ingredients. live.
  28. Web site: Jiang. Irene. Impossible Foods made a parody video about poop in beef in response to a Super Bowl ad attacking plant-based 'meat'. dead. https://web.archive.org/web/20201014021118/https://www.businessinsider.com/impossible-foods-made-parody-video-ccf-super-bowl-ad-2020-2. 2020-10-14. 2020-10-25. Business Insider.
  29. News: Can Impossible Foods and its plant burgers take on the meat industry?. Wang. Ucilia. 2017-03-02. The Guardian. 2017-04-18. 0261-3077. 2017-04-17. https://web.archive.org/web/20170417133403/https://www.theguardian.com/sustainable-business/blog/2017/mar/02/impossible-foods-plant-burger-vegetarian-meat. live.
  30. Web site: There's a secret ingredient in the plant-based meat Google wanted to buy for $200 million. Tech Insider. 2016-07-19. 2016-09-29. 2016-10-02. https://web.archive.org/web/20161002060947/http://www.techinsider.io/secret-ingredient-impossible-foods-burger-2016-7. live.
  31. Web site: Bleeding veggie burgers hit restaurants for first time. The Memo. 2016-07-27. 2016-07-27. https://web.archive.org/web/20160817090406/http://www.thememo.com/2016/07/27/impossible-foods-nishi-new-york-bleeding-vegetarian-burgers-that-bleed-momofuku/. 2016-08-17. dead.
  32. News: Can the Impossible burger save the world?. Rufford. Nick. 2017-04-16. The Times. 2017-04-18. subscription. 2017-04-19. https://web.archive.org/web/20170419002828/https://www.thetimes.co.uk/article/can-the-impossible-burger-save-the-world-clt0l7qkz. live.
  33. Web site: David Chang Adds Plant Based 'Impossible Burger' to Nishi Menu. 2016-07-26.
  34. Web site: The Impossible Burger's West Coast Debut and the Wild Frontier of Plant-Based Meat. Forbes. 2016-10-13. 2017-08-14. 2017-08-14. https://web.archive.org/web/20170814231500/https://www.forbes.com/sites/christinatroitino/2016/10/13/the-impossible-burgers-west-coast-debut-and-the-wild-frontier-of-plant-based-meat/#6fac315131f5. live.
  35. Web site: We Tried a Michelin Star Version of Silicon Valley's Plant Burger That Bleeds Like Beef. The New York Observer. 1 February 2017. 12 July 2017. 8 June 2017. https://web.archive.org/web/20170608043638/http://observer.com/2017/02/we-tried-a-michelin-star-version-of-silicon-valleys-plant-burger-that-bleeds-like-beef/. live.
  36. News: A startup selling 'bloody' plant-based burgers has a new factory that can make 4 million burgers a month. Robinson. Melia. 2017-03-22. Business Insider. 2017-04-18. 2017-04-30. https://web.archive.org/web/20170430001446/http://uk.businessinsider.com/impossible-foods-brings-meatless-burgers-to-the-masses-2017-3. live.
  37. Web site: The Vegan Burger That 'Bleeds' Goes Mainstream at Bareburger. Grubstreet. Clint. Rainey. 2 March 2017. 2017-07-12. 2017-07-15. https://web.archive.org/web/20170715085419/http://www.grubstreet.com/2017/03/bleeding-impossible-burger-debuts-at-bareburger.html. live.
  38. Web site: Umami says its new veggie burger tastes like meat – and bleeds like meat. David. Pierson. Los Angeles Times. 17 May 2017. 2020-02-20. 2020-01-09. https://web.archive.org/web/20200109170312/https://www.latimes.com/business/la-fi-impossible-burger-20170517-story.html. live.
  39. Web site: You can now get Impossible Burger's. 22 June 2017 . 2017-07-12. 2017-08-15. https://web.archive.org/web/20170815020839/https://www.timeout.com/austin/blog/you-can-now-get-impossible-burgers-bleeding-veggie-burger-at-hopdoddy-062217. live.
  40. News: Impossible Burger goes to White Castle . Devenyns . Jessi . 13 September 2018 . . 14 September 2018 . 13 September 2018 . https://web.archive.org/web/20180913164954/https://www.fooddive.com/news/impossible-burger-goes-to-white-castle/532263/ . live .
  41. Web site: A Major Victory for the Impossible Burger, the Veggie 'Meat' that Bleeds. Wired. 2018-07-24. 2018-08-22. 2018-07-24. https://web.archive.org/web/20180724232935/https://www.wired.com/story/a-major-victory-for-the-impossible-burger/. live.
  42. Web site: What is Impossible Burger and where can you get it?. EDT. Janice Williams On 5/25/19 at 3:10 AM. 2019-05-25. Newsweek. en. 2019-06-06. 2019-06-06. https://web.archive.org/web/20190606012227/https://www.newsweek.com/impossible-burger-what-where-buy-near-me-recipe-1434549. live.
  43. Web site: Burger King is testing vegetarian Whopper made with Impossible Burger. Lucas. Amelia. 2019-04-01. CNBC. 2019-04-01. 2020-12-12. https://web.archive.org/web/20201212045223/https://www.cnbc.com/2019/04/01/burger-king-is-testing-a-vegetarian-whopper-made-with-impossible-burger.html. live.
  44. Web site: Burger King plans to release plant-based Impossible Whopper nationwide by end of year. Tyko. Kelly. 2019-04-29. www.msn.com. 2019-04-30. 2019-09-14. https://web.archive.org/web/20190914011322/https://www.msn.com/en-us/foodanddrink/foodnews/burger-king-plans-to-release-plant-based-impossible-whopper-nationwide-by-end-of-year/ar-BBWoJmO?OCID=ansmsnnews11. live.
  45. News: Limitone . Julia . Impossible Burger prank becomes Burger King feeding frenzy . September 3, 2019 . FOXBusiness . August 23, 2019 . December 8, 2020 . https://web.archive.org/web/20201208145630/https://www.foxbusiness.com/retail/impossible-burger-prank-becomes-burger-king-feeding-frenzy . live .
  46. News: Impossible Burger Becomes No. 1 Item Sold at Grocery Stores . October 2019 . 2020-05-06 . 2020-05-06 . https://web.archive.org/web/20200506105611/https://www.businesswire.com/news/home/20191001005462/en/Impossible-Burger-No.-1-Item-Sold-Grocery . live .
  47. Web site: Impossible Foods Accelerates Brick-and-Mortar and Online Retail Expansion With The Kroger Co..
  48. Web site: Restaurants Can Now Sell Impossible Foods' "Beef" Directly to Customers. The Spoon. Catherine. Lamb . 6 April 2020 . 2020-05-06 . 2020-05-26 . https://web.archive.org/web/20200526022819/https://thespoon.tech/restaurants-can-now-sell-impossible-foods-beef-directly-to-customers/ . live .
  49. Web site: Little Caesars is testing out an Impossible pizza. Wiener-Bronner. Danielle. CNN. 20 May 2019. 2019-05-21. 2019-05-20. https://web.archive.org/web/20190520225203/https://www.cnn.com/2019/05/20/business/little-caesars-impossible-pizza/index.html. live.
  50. Web site: Where to get Impossible Sausage: Starbucks, Burger King, local restaurants. Cnet . 2020-07-28 . 2020-07-28 . https://web.archive.org/web/20200728210347/https://www.cnet.com/health/where-to-get-impossible-sausage-starbucks-burger-king-local-restaurants/ . live .
  51. Web site: Forget Lab Beef, Impossible Foods' 100% Plant-Based Cheeseburger Is Our Future. Motherboard. 7 October 2015 . 2015-10-07. 2015-10-09. https://web.archive.org/web/20151009235728/http://motherboard.vice.com/read/forget-lab-beef-impossible-foods-100-plant-based-cheeseburger-is-our-future. live.
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  59. Web site: Anirban Sen and Joshua Franklin . Exclusive: Impossible Foods explores credit line to tackle coronavirus fallout – sources . SRN News . 17 March 2020 . 18 March 2020 . 27 April 2021 . https://web.archive.org/web/20210427104434/https://www.srnnews.com/exclusive-impossible-foods-explores-credit-line-to-tackle-coronavirus-fallout-sources/ . live .
  60. Web site: Impossible Foods . Growjo . 19 November 2020 . 27 November 2020 . https://web.archive.org/web/20201127233004/https://growjo.com/company/Impossible_Foods . live .
  61. News: Shieber . Jonathan . Impossible Foods confirms $500 million fundraising, has raised $1.3 billion in total . 30 September 2020 . TechCrunch . 16 March 2020 . 28 September 2020 . https://web.archive.org/web/20200928140242/https://techcrunch.com/2020/03/16/impossible-foods-confirms-500-million-fundraising-has-raised-1-3-billion-in-total/#:~:text=Impossible%20Foods%20confirms%20%24500%20million%20fundraising%2C%20has%20raised%20%241.3%20billion%20in%20total,-Jonathan%20Shieber%40jshieber&text=Impossible%20Foods%2C%20the%20privately%20held,its%20latest%20round%20of%20funding. . live .
  62. News: Johnson . Robert . Impossible Foods model of Monopoly Capitalism raises another 200m . 17 November 2020 . Pre IPO Swap . Pre IPO Swap . August 14, 2020 . 27 November 2020 . https://web.archive.org/web/20201127061459/https://preiposwap.com/impossible-foods-model-of-monopoly-capitalism-raises-another-200m/ . live .

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