"To address society's 'insatiable craving for animal meat,' we merely have to produce it differently. This includes plant-based options such as Beyond Meat and Impossible Foods as well as the cultivated cuisine being generated by companies such as Upside Foods."
"Meat 'is absolutely not a diet change book,' he told me over email, 'and to the degree it has a stance on meat, that's pro-meat. It just suggests a shift in how meat is produced.'"
Bruce Friedrich promotes alternative protein production through his nonprofit, the Good Food Institute. He acknowledges the persistent demand for meat and suggests innovative methods to produce it, including plant-based options and lab-grown meat. Friedrich emphasizes that his approach is not about changing diets but rather about transforming how meat is produced. His book, 'Meat: How the Next Agricultural Revolution Will Transform Humanity's Favorite Food-And Our Future,' reflects this perspective, aiming to address the insatiable craving for animal meat through new technologies.
Read at The Atlantic
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