The billboards show the bucolic property, nestled in the foothills of the Blue Ridge Mountains, along with some of its rescued inhabitants so passersby can “envision a future in which meat is made from plants and cattle can peacefully exist,” per the brand.

Impossible execs say they will “honor the heritage” of the property while promoting animal welfare, working with the family that has tended the land for generations.

The move comes on the heels of Impossible’s “meatier brand identity,” and its color scheme switch to bold red from its previous pea green, as the brand targets the massive number of Americans who say they want to eat fewer animal products and often swap out traditional for faux meat.