 has signed on as a celebrity endorser for Impossible Foods. That's the company that makes plant-based products. He won't be taking part in today's contest in Coney Island, New York. Here's Charles Passy, reporter at MarketWatch. Charles, what's up here? Look at what's going on. The guy who is the most famous hot dog eater in the world, and we're talking beef hot dogs that he eats at the Nathan's event.