Get to Know Bruce Friedrich
Can we fix our environmental problems by persuading people to eat lentils instead of burgers? Bruce Friedrich doesn’t think so.
Global demand for meat and seafood is enormous, and it’s projected to keep rising for decades to come. But our current industrial meat system is a major driver of climate change, biodiversity loss, water pollution, and public health risks—not to mention cruelty to animals.
Rather than trying to change taste, Bruce argues we should change how we satisfy it.
Bruce is the founder and president of the Good Food Institute, and he’s spent the past decade working at the intersection of science, industry, and policy to help realize the next food revolution.