It is now pretty common knowledge that cutting down on meat consumption is one of the best things we can do individually for the environment…. but globally we just keep eating more of it. So is there another way we can greatly reduce this impact and without going vegan? Today's interviewee is Shir Friedman from clean meat company SuperMeat, based in Israel. They are one of the leaders in this growing industry and with a focus on poultry currently, they are getting closer and closer to a final product. In this interview, I ask about the process, how big meat producers feel about this disruptive idea and how it might go down with vegans.

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