Moonburger Wants to Bring Its Plant-Based Burger to the Masses

Moonburger, a tiny upstate New York burger shack, is keeping things simple and meat-free with some help from chef-y friends including author Alison Roman

During the summer of 2020, Jeremy Robinson-Leon, 36, quit his job in New York City. The former president of Group Gordon, a communications firm, then decided to ride out the pandemic at a log cabin he bought in upstate New York in 2015 and concentrated on plotting his next move while hiking and brewing kombucha.

A trip to the grocery store, an Impossible Foods versus Beyond Meat burger cookoff and a subsequent text chain with food-loving friends about the results ultimately helped Robinson-Leon focus his mission in January 2021. “I wanted to figure out if we could build a plant-based, fast-food concept for the mainstream,” he says.

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