Taste, price, or bust: Bruce Friedrich’s roadmap for alt meat скачать в хорошем качестве

Taste, price, or bust: Bruce Friedrich’s roadmap for alt meat

Bruce Friedrich’s core thesis—laid out in his new book MEAT—will be familiar to anyone that’s been following the Good Food Institute over the years: cycling crops through animals is an inefficient, unethical, and environmentally disastrous way to feed the planet. But he’s also pretty clear-eyed about the challenge facing meat alternatives, which right now are more expensive, and not as appealing as meat, making for a less than compelling value proposition to most consumers, who are pretty fond of meat, even if they’re not in love with industrialized animal slaughter. Consumers will only change their behavior en masse, says Friedrich, if and when alt meat products achieve taste and price parity with their animal-based counterpart, at which point market forces will kick in. But what’s the roadmap for getting there, and at a time when sales in many markets are going backwards and funding is drying up, what gives him the confidence that we’ll hit such a tipping point any time soon? In this 35-minute conversation, AgFunderNews also quizzed Friedrich on the new US dietary guidelines, whether alt meat is losing the war of perception around what counts as “real food,” and whether Beyond Meat’s move into the beverage aisle is a smart strategic move or an admission of defeat. Bruce’s book Meat is available on Amazon and all good bookstores. Learn more at MeatBook.org