Bruce Friedrich is the co-founder and executive director of The Good Food Institute — a nonprofit that works with scientists, investors, and entrepreneurs to support the development and marketing of cell-cultured and plant-based alternatives to animal food products.

In this episode we discuss:

• [00:02:21] Bruce's path to GFI
• [00:06:01] Inefficiencies of animal agriculture
• [00:10:06] Other external harms of animal agriculture
• [00:18:27] GFI's theory of change
• [00:27:54] Why focus on affluent markets?
• [00:32:53] Is regular meat-eating an historical abberation?
• [00:35:22] Protein alternative research
• [00:38:49] Plant-based vs cultivated meat
• [00:42:40] Marketing protein alternatives
• [00:47:27] Nomenclature
• [00:49:44] Policy
• [00:53:46] Why do we need government spending on R&D?
• [00:57:40] GFI's counterfactual impact
• [01:01:08] Religious influences
• [01:04:43] The supreme court
• [01:09:16] Three book recommendations
• [01:13:14] Outro

You can read much more on these topics in our accompanying write-up: earthisidea.com/episodes/bruce.

If you have any feedback or suggestions for future guests, feel free get in touch through our website or by using the star rating form on each episode page. Please also consider leaving us a review wherever you're listening to this (e.g. Apple Podcasts_ — it's probably the easiest (free) means of growing the show. If you want to support the show more directly and help us keep hosting these episodes online, consider leaving a tip.

Thanks for listening!