In this episode of the Future Food Cast, we explore the social science of the protein transition with Chris Bryant, CEO of Bryant Research. We delve into the complex interplay of consumer behaviour, policy, and economics shaping the future of food. From debunking myths about plant-based foods to exposing the realities of animal agriculture, we uncover the challenges and opportunities of shifting to sustainable alternatives. Join us for an eye-opening conversation about the future of food and our planet, and discover the crucial role of institutional advocacy in driving systemic change.