What Is Meat? It’s Probably Not What You Thought

New book ‘Meat’ explores the next global food revolution

In his new book “Meat,” Bruce Friedrich argues that the way we produce meat is unsustainable — for the climate, the planet and public health — and that the solution isn’t eating less of it, but making it differently. From lab-grown meat to plant-based alternatives, he says a food revolution is already underway, whether consumers realize it or not. Geoff Bennett speaks with Friedrich for more.

New book ‘Meat’ explores how the next food revolution could transform meat consumption

In his new book “Meat,” Bruce Friedrich argues that the way we produce meat is unsustainable — for the climate, the planet and public health — and that the solution isn’t eating less of it, but making it differently. From lab-grown meat to plant-based alternatives, he says a food revolution is already underway, whether consumers realize it or not. Geoff Bennett speaks with Friedrich for more.

What Is Meat? It’s Probably Not What You Thought

A new book provides a hopeful, rigorously researched exploration of how science, policy, and industry can collaborate to meet our demand for meat while building a kinder, healthier world.

GFI President Bruce Friedrich, Author of 'Meat', on Protein, Politics & Plants

13 Mins Read To mark the release of his book, Meat, the Good Food Institute founder Bruce Friedrich talks alternative proteins, political bans, investment struggles, blended meat, and parallels with cars and the internet. The seed that sparked Bruce Friedrich’s decades of food advocacy was sown in his confirmation class in 1980s Oklahoma – a heartland of American cattle production. “The pastor who was leading my confirmation class drilled into u…