Fake meat? Impossible. Screenshot / YouTube In my head and in my heart, I know I should stop eating meat.

Environmentalists have described beef consumption as the "new SUV" for its effects on climate change, and I've heard the horror stories about livestock mistreatment.

But ... every so often I still find myself caving to the craving for a juicy cheeseburger or beef burrito.

That's why Impossible Foods' mission struck me immediately.

"We're making meat for uncompromising meat lovers, but with a fraction of the environmental impact," founder Patrick Brown explained on stage at Vox Media's recent Code Conference.

The secret: Plant burgers that look, smell, sizzle, and taste like beef.

So can these patties really replace the real thing, especially for someone who enjoys meat? Here's what I found in my first taste test: