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.
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