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TRENOS SiGINT: MEAT (The Book) Signals the End of the “Meat vs Alt” Narrative
MEAT the book, reframes alternative proteins not as a cultural challenge, but as an industrial upgrade. Author Bruce Friedrich’s (Founder of the Good Food Institute) core argument is disarmingly practical in that, if meat demand is structurally unstoppable, then the only rational response is to redesign how meat is made. The book situates plant-based and cultivated meat inside familiar innovation cycles, early cost barriers, scepticism, rapid iteration, then scale, drawing
Scott Mathias
8 hours ago3 min read
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