I'm Ray Besselston, and you're listening to the Planned Strong podcast.

Today's conversation is a crucial one, my Planned Strong cousins, and I am honored to bring it to you.

I am joined by Bruce Friedrich.

He is the founder of the nonprofit Good Food Institute and author of the 2026 book,

Meat, that's spelled M-E-A-T, to explore the future of protein and how alternative meat could

safely and effectively reshape our global food system.

I learned a ton from Bruce, including the hidden costs of industrial animal agriculture,

the different types of alternative meats, and why innovation is key to the meaningful change that

we're all looking for. From global hunger and climate impact to food security and economic

opportunity, this conversation connects the dots between what's on our plate and the future of humanity.

And as you know, the future certainly isn't more meat consumption.

But instead, it is viable alternatives.

We're going to learn all about it after these words from Plan Strong.

Let's talk about Sedona, enchanting, magical Sedona.

This September 28th through October 3rd, we are going to be back in the Red Rocks

for our last flagship retreat of 2006. It is going to be back in the Red Rocks for our last flagship retreat of 2006.

It is going to be six days with our team, our chefs, our doctors, and our incredible community.

People come to Sedona for all kinds of reasons.

Some want to drop a few pounds.

Some are sorting through a hard conversation that they just have with their doctor.

And some are tired of caring habits that have stopped serving them well.

But what nearly every attendee tells us by the end of the week is that the two things that mattered the most

...