Impossible Foods is taking on one of the world’s biggest meat-eating markets: China.

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The California-based maker of plant-based meat wants to feed the growing demand for meat alternatives in China where water and land used for agriculture is becoming increasingly scarce, and the price of pork is skyrocketing, the company’s chief executive told Reuters.

Impossible Foods has already rolled out products in Hong Kong and Macau, and ships to 450 restaurants in Asia. Now, it wants to beef up its presence throughout China.

“China is our highest priority for future expansion, full stop,” Pat O’Brown, the company’s CEO, told Reuters, adding: “It is the biggest consumer of meat in the world. Something like half the growth in meat consumption globally in the past 10 years or so has been in China. Effectively, the place where we can have the greatest impact on our mission is in China.”

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