MEAT

Bruce Friedrich's MEAT examines how scientific innovation, policy, and industry can transform global meat production to be more sustainable, secure, and humane.

The book explains plant-based and cultivated meat technologies, their environmental and public-health benefits, and the economic opportunities of a protein transition.

Friedrich argues governments and businesses should invest strategically to accelerate adoption, drawing parallels to past technological S-curves.

He addresses common objections like taste, cost, and the 'yuck factor,' and offers policy recommendations to scale alternative proteins.

The work situates the protein transition as a potential defining agricultural revolution of the 21st century.