About this episode

Bruce Friedrich returns to discuss the future of meat and the need for a revolution in how we produce it.

Six years on from our first conversation, global meat consumption is at a record high, and the harms of industrial animal agriculture have only deepened. Bruce Friedrich, founder of the Good Food Institute, is back on the podcast to argue that the answer is not asking people to eat less, but rebuilding meat itself from the ground up. Bruce is the author of the new book Meat: How the Next Agricultural Revolution Will Transform Humanity's Favorite Food and Our Future, and one of the most thoughtful voices working on alternative proteins anywhere in the world. What we cover: Why public health messaging on meat has not changed consumption since the 1960s The four harms of industrial animal agriculture An honest post-mortem on Beyond Meat and the plant-based industry Where cultivated meat actually sits in 2026 Why this transition needs governments, not only venture capital The ultra-processed food backlash and what the science really shows To connect with Bruce Friedrich, you can find his book at meatbook.org, learn more about the Good Food Institute at gfi.org, follow him on X at x.com/BruceGFriedrich, or connect with him on LinkedIn at linkedin.com/in/brucegfriedrich. Support the…

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