Welcome to the Our Head House interview.

I'm so excited.

This is Marianne Sullivan, and I'm welcoming back.

I just figured out it was in 2018 that we last spoke to Bruce Friedrich, and here he is again.

And he's the founder, president of the Good Food Institute, of course.

You probably know him as that. And he's also the author of the very recently released Meat, how the next agricultural revolution will transform humanity's favorite food and our

future. I would have said it was sugar, but, you know, I would say meat is way up there.

He's actually a complete pioneer in attempting to change the way the world eats. He has accomplished a lot since we last talked to him. And so I'm super excited. Welcome, Bruce. Thanks so much, Marian. I'm super excited to be here. Before we get to that, a just quick reminder about the Our Handhouse podcast, rising anxieties on Tuesdays, the henry port on Thursdays, the long-form

interview, which is this on Fridays. Bonus for flock members comes out on Mondays, and we're a podcast,

and we're on YouTube. So please subscribe and hit like wherever you listen. And even if you don't

listen, subscribe and hit like. So, Bruce, before we get to the book, I imagine most people who are listening kind of know a bit

about the Good Food Institute, but can you just tell people who haven't heard of it or have

heard, or like me, have heard a little about it but are not nearly as up to date as they

should be on all the things that you're doing and the kind of scope and breadth of the work. So we know where we're starting from.

Sure. Thank you very much, Marian. I'm such a thing on the podcast and really delighted

and honored to be on. So at the Good Food Institute, we are a nonprofit organization.

We're basically a nonprofit science think tank. We have a little north of 240

full-time team members. They're spread across six organizations. So there's the Good Food

Institute in the U.S. And then GFI, India, Israel, Brazil, Asia, Pacific, and Europe.

It's really focused on the science of making meat from plants

and cultivated meat, growing actual animal meat directly from small samplings of animal muscle

or animal fat. And yeah, I mean, that's basically we're a science think tank that produces report, produces science, does a lot of scientific analysis, and works with governments to understand the value of plant-based meat and cultivated meat to things like economic growth and food security, and then working with other NGOs

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