What the Headlines Get Wrong About the Future of Meat | Bruce Friedrich
May 26, 2026 · 1h 48m · YouTube
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0:00People have been quick to write off alternative proteins.
0:04Beyond Meat's stock has plummeted.
0:06Believer Foods has shut its doors.
0:08Capital has dried up.
0:09And the story isn't that people aren't ready.
0:12It's that people don't want these products.
0:15They're ultra-processed.
0:16And the educated, higher-income household that cares about their health no longer thinks these foods are good for them.
0:23Well, that's the story we're told anyway.
0:25Today I'm sitting down with Bruce Friedrich, founder of the Good Food Institute and author of the new book, Meat, How the Next Agricultural Revolution Will Transform Humanity's Favorite Food and Our Future.
0:37To ask him, is that actually what happened?
0:40And if it is, what does that mean for the next decade of trying to feed the world?
0:45Please enjoy.
0:51On the way here, I was looking back to our earlier conversation, which really surprised me how time flies.
0:59That conversation was in 2020, so that was the middle of the pandemic.
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