© 2025 Good Food Institute, Inc. All rights reserved. Permission is granted, free of charge, to use the information on this site for educational purposes with appropriate attribution. Privacy policy.
“A fascinating exploration of the consequences of modern meat production and a roadmap to a better future.”
Steve Jurvetsonfounder & managing director, Future Ventures; board member, SpaceX
“Friedrich tells an engaging story of the visionaries who are inventing a new way to produce meat … What once seemed unimaginable can soon become commonplace.”
Kathryn Aschheimdeputy editor, Nature Biotechnology
“Terrific, fun, and inspiring.”
Cass R. SunsteinRobert Walmsley University Professor, Harvard University
“A fascinating and inspiring read!”
Charlotte Peraexecutive director, Stanford University’s Sustainability Accelerator
“An engaging treatise on using science to make meat far more efficiently… includes fascinating observations in every chapter.”
George Churchprofessor of genetics, Harvard Medical School
“Please read this book: it is engaging, informative and gives us hope for a kinder future.”
Jane Goodall, PhD, DBEfounder, Jane Goodall Institute
“A fascinating story of scientific and entrepreneurial exploration.”
Bill McKibbenauthor of Here Comes the Sun
“Alternative proteins offer a promising path to addressing global challenges including hunger, climate change, and pandemic risk... contributes to an important and timely global conversation.”
Michael KremerUniversity Professor, University of Chicago
“The best global health policy book of the decade.... Essential reading for policymakers, and for anyone who eats.”
Michael Greger, MDfounder, NutritionFacts.org; author of How Not to Die
“The topic is crucial, and Friedrich’s presentation is clear, persuasive, and entertaining.”
Kim Stanley Robinsonauthor of The Ministry for the Future
“With insight and wit, Friedrich explores diverse solutions that preserve cultural traditions and taste while confronting the urgent challenges of climate change, global health, and food insecurity.”
Ertharin Cousinfounder & CEO, Food Systems for the Future; former executive director, UN World Food Programme (2012-2017)
“With rigorous research, sharp economic analysis, and real-world stories that span boardrooms and battlefields, Friedrich rightly reframes the problem as a generational opportunity.”
Matt Spencemanaging director, Barclays; former US Defense Department (2012-15) & National Security Council (2009-2012)
“An unflinching case for reinventing meat, so that we can feed a growing world without feeding the climate crisis.”
Christiana Figuereschair, Earthshot Prize Foundation; co-founder, Global Optimism; former executive secretary, UNFCCC (2010-2016)
“Meticulously researched, fast paced and fun to read, and full of the kind of ideas that could actually work. A landmark contribution to the future of food.”
Paul Wesleyactor, Star Trek: Strange New Worlds & The Vampire Diaries
“Be careful; reading this book could change your life.”
Max BazermanStraus Professor, Harvard Business School
“Bruce Friedrich has a unique talent for making radical change feel not only possible, but inspiring and near at hand.”
Jonathan Safran Foerwriter-in-residence, New York University
“[Bruce] wrote this book entirely to prove to me that I was a blind, ignorant, cynical, arrogant fool who understood nothing about alternative meats and their potential. I just read it. He is right.”
Gene Weingartentwo-time Pulitzer Prize winner for feature writing, Washington Post
“We need to scale up the production of meat that does not come from animals. [Bruce's book] gives us hope that this is possible.”
Peter Singeremeritus professor of bioethics, Princeton University
