Can meat save the planet? That’s the paradoxical promise of the longtime vegan activist Bruce Friedrich, founder of the Good Food Institute. In his new book, Meat, Friedrich argues that plant-based and cultivated meat can satisfy the craving of the most hardline carnivore while simultaneously fixing the apocalyptic environmental consequences of industrial farming. So new tech, particularly the latest technology that magically mimics meat, will enable the regeneration of the (real) natural world. For this vegan advocate of meat, this next agricultural revolution will not only transform humanity’s favorite food but also our planet’s environmental future. 

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