Bruce Friedrich

“Produced at scale, plant-based proteins and cultivated meats would help mitigate the plethora of national security threats related to animal-protein production,” argues Director Caitlin Welsh in the foreword for @brucefriedrich.bsky.social's new book, "Meat."

More in the thread below ⤵️

"I learned from the book Diet for a Small Planet about the incredible inefficiency of cycling crops through animals, and how that contributes to global hunger." - Bruce Friedrich

That book by Frances Moore Lappé (@francesmoorelappe.bsky.social) was why I went vegan. 🌱
bsky.app/profile/bruc...

"Mitigation options are swamped by increased meat demand. For your readers in particular, this all begs the question: Is this a climate emergency, or isn’t it?"

My q-n-a with former @nature.org president and CEO Mark Tercek:

marktercek.substack.com/p/the-future-of-meat

In Conversation with Bruce Friedrich. If meat is The Problem - Is MEAT the solution? Future of Foods Interviews Speaks to the Founder of The Good Food Institute about his new book - MEAT

Founder of Good Food Institute and global food advocate Bruce Friedrich, talks to Futue of Foods Interviews about his work, his influences, and his new book #MEAT

futureoffoodsinterviews.substack.com/p/in-convers...
@brucefriedrich.bsky.social @gfi.org @gfieurope.org #cultivatedmeat #altproteins

🎉 I am so excited I can barely contain myself: Today is the day that my new book, Meat, goes on sale! 🎉

If you have not purchased it yet, now would be a good time: MeatBook.org/purchase

Here are more ways you can help: meatbook.org/promote

Thank you—from my heart’s bottom. 🙂 💥

I'm using analysis of how much emissions are created by personal vehicles + buses + light trucks and comparing that to the IIASA peer review analyses of climate benefits from alt protein transition.

Cultivated meat, where is it now?

This week @marklynas.bsky.social is joined by @brucefriedrich.bsky.social founder and President of @gfi.org to discuss his new book called Meat: How the Next Agricultural Revolution Will Transform Humanity’s Favorite Food and Our Future.

🎙️Ep available Thursday.

I think your "vehicles are..." is overestimating buses, cars, and light trucks; a LOT of the vehicle emissions come from 18-wheelers, etc.

Acc to IIASA, every 10% reduction = ~1.3 Gt of climate benefit, which is roughly what a total shift to electric cars, buses, and light trucks would do.

1. tinyurl.com/47zpydrz

2. worldbank.org/en/topic/agr...

3. 20% of global emissions doesn't include seafood, doesn't include opportunity cost from land use, and uses a 100 year methane multiplier. Over 20 years, the impact more than doubles.

Chapter 2 of the book dives in a lot more. meatbook.org

See: tinyurl.com/47zpydrz

Also: www.worldbank.org/en/topic/agr...

20% of global emissions does not include seafood, doesn't include opportunity cost related to land use, and uses a 100 year methane multiplier. Over 20 years, the impact more than doubles.

very kind of you, Jenny - thank you so much!

MEAT by Bruce Friedrich MEAT: How the next agricultural revolution will transform humanity’s favorite food – and our future.

The article & book also cover, part 2:
- how innovation happens
- meat industry support for alt meats
- the national security case for alt meats
- China and alt meats
- the myth of laissez-faire
- the need for government cooperation
- more.

- story: tinyurl.com/bdzn2ywr
- book: MeatBook.org

5/5

The article (and book) also cover(s), part 1:
- the impact of alt proteins at 10%
- whether consumers want alt meats (the "ick factor")
- the question of ultraprocessing
- whether more education can reverse meat's upward trajectory

- story: tinyurl.com/bdzn2ywr
- book: MeatBook.org

4/5

Excerpt:
"These alternative proteins are the [EVs] of food, Friedrich says; the same experience, but better: 'Just like a car doesn’t now need a combustion engine, a phone doesn’t need a cord, and you can take pictures without film, you can make meat without the need for live animals.'"

3/5

Excerpt:
"For at least 50 years, [many] have been trying to convince people to eat less meat... But global meat consumption has risen every single year since good records began in 1961."

- story: tinyurl.com/bdzn2ywr
- book: MeatBook.org

2/5

ICYMI, a lovely 2-page spread in yesterday's @theguardian.com about my new book Meat, which goes on sale Tuesday.

- full story: tinyurl.com/bdzn2ywr
- order the book: meatbook.org

Many thanks to reporter @dpcarrington.bsky.social for capturing the book so well.

1/5

MEAT by Bruce Friedrich MEAT: How the next agricultural revolution will transform humanity’s favorite food – and our future.

what you're saying makes sense, but it's also identical to what vegans have been saying for more than 50 years. At some point, should we think about adding other strategies, too? Not saying we should stop pointing this out, but why do ONLY that? See chapter five of meatbook.org for a deeper dive.

MEAT by Bruce Friedrich MEAT: How the next agricultural revolution will transform humanity’s favorite food – and our future.

the vegan movement is 100% clear on this and has been for more than 50 years. It's been good in a lot of ways, but the number of animals has skyrocketed. Perhaps it's time to also advocate to make meat in better ways, too? See meatbook.org for this full argument.

100%. I'm only talking in the book about replacing industrial meat. This will allow for regenerative practices in animal agriculture to go up by many times (they require more land; alt meats can free up that land). Book does not advocate no animals; the opposite in fact.

Check it out: MeatBook.org

EVs use vastly more electricity than gas-powered cars, of course, but you can decarbonize energy production (and we seem to be on the right path for that), so it's a good trade. Same thing here: Meat = more CH4 than oil + gas combined and 50%+ of N2O. Let's electrify meat and decarbonize the grid.

This is a common point of view; the alt view is that things would be even worse, b/c people would become even more comfortable with animal slaughter. Both arguments are the subject of peer review papers, and both premises and arguments are strong. I really have no idea what's true...

Hope springs eternal! 😊🌈

In the book, I talk about the fact that the tech is not quite there: We've made tremendous progress in 10 years, but there are still some big challenges. The book is a call to action: We can do it, but we do have to put in the effort. meatbook.org

It has to compete on price AND taste, and nothing does--none of the best products are close on price. But we can change that, if we bring the will. I make this argument in the book. I hope you'll check it out: MeatBook.org

I dive into these questions in the book; I hope you'll check it out! meatbook.org

‘Humanity’s favourite food’: how to end the livestock industry but keep eating meat Bruce Friedrich argues the only way to tackle the world’s insatiable but damaging craving for meat is like-for-like replacements like cultivated and plant-based meat

‘Humanity’s favourite food’: how to end the livestock industry but keep eating meat

- @brucefriedrich.bsky.social argues only way to tackle the world’s insatiable but damaging craving for meat is like-for-like replacements like cultivated & plant-based meat

www.theguardian.com/environment/...

‘Humanity’s favourite food’: how to end the livestock industry but keep eating meat Bruce Friedrich argues the only way to tackle the world’s insatiable but damaging craving for meat is like-for-like replacements like cultivated and plant-based meat

‘Humanity’s favourite food’: how to end the livestock industry but keep eating meat

‘Humanity’s favourite food’: how to end the livestock industry but keep eating meat Bruce Friedrich argues the only way to tackle the world’s insatiable but damaging craving for meat is like-for-like replacements like cultivated and plant-based meat

Can we have meat without livestock? The vegan who
wants to leave steak on the menu

- @brucefriedrich.bsky.social says humanity will never give up its favourite food: #meat. But we won’t need to when alternative proteins cost the same and taste as good

www.theguardian.com/environment/...

just sent - thanks so much! I'm at brucef at gfi dot org.

grateful to you for tagging my book, Jeva - and thanks for all your work on behalf of a livable planet!