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What if the entire strategy for fixing how we produce meat has been wrong from the start?

For fifty years, advocates have tried to convince people to eat less. Yet, consumption has broken a new global record every single year since 1961. Every. Single. Year. So Bruce Friedrich decided to stop fighting human nature and start working with it.

Bruce is the founder of The Good Food Institute, a global science think tank, and the author of a new book called Meat: How the Next Agricultural Revolution Will Transform Humanity’s Favorite Food and Our Future. His argument is simple and a little mind-bending: the goal isn’t a world where people sacrifice. It’s a world where they can’t tell the difference.

That’s the vision. And in the conversation that follows, Bruce explains exactly how close we actually are to making it real, why companies like Tyson are essential to getting there, and why he puts the odds at 95 percent, but only if one critical thing happens.

It’s Bruce Friedrich on The Business of Giving.