Bruce Friedrich

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Bruce Friedrich
Bruce Friedrich.jpeg
Born
Bruce Gregory Friedrich

(1969-08-07) August 7, 1969 (age 54)
Education Georgetown University Law Center (D.Jur.)
Johns Hopkins University (MA in Education)
London School of Economics and Political Science (Economics)
Grinnell College (BA in English, Economics, and Religion)
OccupationNonprofit executive
SpouseAlka Chandna
Children1

Bruce Gregory Friedrich [1] (born August 7, 1969) is co-founder and president of The Good Food Institute (GFI), [2] a Y Combinator funded non-profit that promotes plant- and cultivated meat alternatives to conventional animal meat. [3] [4] He is also a co-founder of the alternative protein venture capital firm New Crop Capital. [5] Friedrich previously worked for PETA and Farm Sanctuary.

Contents

Early life and education

Friedrich was born in West Lafayette, Indiana on August 7, 1969. [6] In 1987, he graduated from Norman High School in Norman, Oklahoma. [7] In 1996, Friedrich graduated Phi Beta Kappa from Grinnell College with a B.A. in English, Economics, and Religion. [6] [8] He holds degrees from Johns Hopkins University and the London School of Economics, and received his J.D. degree from Georgetown University Law Center, graduating magna cum laude, Order of the Coif. [9]

Career

Friedrich served as Director of Policy for four years at Farm Sanctuary. [10] Prior to that, he worked at PETA for 15 years. As Head of Public Campaigns, he led many of the organization's highest-profile campaigns, [11] including one from the early 2000s when PETA asked the Green Bay Packers football team to change its name, which had originated from a defunct meat packing plant in the Green Bay area. [12] [13]

Friedrich worked with senior leaders at Mercy For Animals to launch The Good Food Institute (GFI) with the goal of transforming the food system by promoting price- and taste-competitive alternatives to animal products. [14] [11] In recognition for his work at GFI, Friedrich was named an "American Food Hero" by the Eating Well magazine in 2021. [15] [16]

Friedrich is a co-founder of New Crop Capital; a venture capital firm that fund the development of alternative proteins. [5]

Friedrich is a TED fellow; [9] in 2019, he gave a TED Talk that has since been viewed more than 2.3 million times and translated into more than 30 languages arguing that plant-based and cultivated meat have the potential to transform the global meat industry, preventing climate change, mitigating pandemic risk, and decreasing the prevalence of antibiotic resistant pathogens. [17]

Philanthropy

As an effective altruism advocate, [18] Friedrich is a member of Giving What We Can, a community of people who have pledged to donate a portion of their income to effective charities. [19]

Personal life

Friedrich is Christian and has been vegan since 1987. [20] He is married to Alka Chandna, [21] who works for PETA. [11]

Works

See also

Related Research Articles

<span class="mw-page-title-main">Veganism</span> Way of living that avoids the use of animals

Veganism is the practice of abstaining from the use of animal product—particularly in diet—and an associated philosophy that rejects the commodity status of animals. An individual who follows the diet or philosophy is known as a vegan.

<span class="mw-page-title-main">People for the Ethical Treatment of Animals</span> American animal rights organization

People for the Ethical Treatment of Animals is an American animal rights nonprofit organization based in Norfolk, Virginia, and led by Ingrid Newkirk, its international president. PETA reports that PETA entities have more than 9 million members globally.

<span class="mw-page-title-main">Quorn</span> Meat substitute based on mycoprotein

Quorn is a brand of meat substitute products, or the company that makes them. Quorn originated in the UK and is sold primarily in Europe, but is available in 14 countries. The brand is owned by parent company Monde Nissin.

<span class="mw-page-title-main">Meat alternative</span> Plant-based food product manufactured to resemble meat

A meat alternative or meat substitute, is a food product made from vegetarian or vegan ingredients, eaten as a replacement for meat. Meat alternatives typically approximate qualities of specific types of meat, such as mouthfeel, flavor, appearance, or chemical characteristics. Plant- and fungus-based substitutes are frequently made with soy, but may also be made from wheat gluten as in seitan, pea protein as in the Beyond Burger, or mycoprotein as in Quorn.

<span class="mw-page-title-main">Cultured meat</span> Animal flesh product created outside of a living animal

Cultured meat is a form of cellular agriculture where meat is produced by culturing animal cells in vitro.

<span class="mw-page-title-main">Meat industry</span> People and companies engaged in industrialized livestock agriculture

The meat industry are the people and companies engaged in modern industrialized livestock agriculture for the production, packing, preservation and marketing of meat. In economics, the meat industry is a fusion of primary (agriculture) and secondary (industry) activity and hard to characterize strictly in terms of either one alone. The greater part of the meat industry is the meat packing industry – the segment that handles the slaughtering, processing, packaging, and distribution of animals such as poultry, cattle, pigs, sheep and other livestock.

Peanut milk is a plant milk, which is an alternative to animal milk. It is made with peanuts, water, and sometimes other additional ingredients like salt, sugar, or cinnamon. Peanut milk is high in fat and protein compared to other plant-based milks. This milk is sometimes used by people who identify with lactose intolerance, veganism, or a casein-free diet, as it has no lactose, but includes nutritional benefits like being high in magnesium, Vitamin E, Vitamin B-6, and protein.

<span class="mw-page-title-main">Paul Shapiro (author)</span> American writer and activist

Paul Shapiro is an American animal welfare writer who authored the 2018 book Clean Meat: How Growing Meat Without Animals Will Revolutionize Dinner and the World. He's also the CEO and cofounder of The Better Meat Co. and the host of the Business for Good Podcast. He has delivered five TEDx talks relating to sustainable food and animal welfare. Prior to publishing Clean Meat, he was known for being an animal protection advocate, both as the founder of Animal Outlook and a Vice President at the Humane Society of the United States (HSUS).

<span class="mw-page-title-main">Gardein</span> Line of foods by Conagra Brands

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<i>Meet Your Meat</i> 2002 documentary

Meet Your Meat is a 2002 documentary about factory farming created by People for the Ethical Treatment of Animals (PETA), narrated by Alec Baldwin, and directed by Bruce Friedrich and Cem Akin. The documentary explores the treatment of animals in modern animal agriculture. The film runs 12 minutes long.

Eat Just, Inc. is a private company headquartered in San Francisco, California, US. It develops and markets plant-based alternatives to conventionally produced egg products, as well as cultivated meat products. Eat Just was founded in 2011 by Josh Tetrick and Josh Balk. It raised about $120 million in early venture capital and became a unicorn in 2016 by surpassing a $1 billion valuation. It has been involved in several highly publicized disputes with traditional egg industry interests. In December 2020, its cultivated chicken meat became the first cultured meat to receive regulatory approval in Singapore. Shortly thereafter, Eat Just's cultured meat was sold to diners at the Singapore restaurant 1880, making it the "world's first commercial sale of cell-cultured meat".

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<span class="mw-page-title-main">Nick Cooney</span>

Nick Cooney is a Managing Partner at Lever VC, an investment fund focused on alternative protein companies.

<span class="mw-page-title-main">The Good Food Institute</span> Nonprofit promoting animal product alternatives

The Good Food Institute (GFI) is a 501(c)(3) nonprofit organization that promotes plant- and cell-based alternatives to animal products, particularly meat, dairy, and eggs. It was created in 2016 by the nonprofit organization Mercy For Animals with Bruce Friedrich as the chief executive officer. GFI has more than 150 staff across six affiliates in the United States, India, Israel, Brazil, Asia Pacific, and Europe. GFI is one of Animal Charity Evaluators' four "top charities" of 2022.

<span class="mw-page-title-main">Cellular agriculture</span> Production of agriculture products from cell cultures

Cellular agriculture focuses on the production of agricultural products from cell cultures using a combination of biotechnology, tissue engineering, molecular biology, and synthetic biology to create and design new methods of producing proteins, fats, and tissues that would otherwise come from traditional agriculture. Most of the industry is focused on animal products such as meat, milk, and eggs, produced in cell culture rather than raising and slaughtering farmed livestock which is associated with substantial global problems of detrimental environmental impacts, animal welfare, food security and human health. Cellular agriculture is a field of the biobased economy. The most well known cellular agriculture concept is cultured meat.

McVegan is a veggie burger sold by the fast-food restaurant chain McDonald's. In 2017, McDonald partnered with the Swedish food company Orkla to create a plant-based patty inside a small steel kitchen in Malmö, where they began the creation of the product. In Germany, the chain's vegan burger is sold as the Big Vegan TS.

ProVeg International is a non-governmental organisation that works in the field of food system change and has ten offices globally. The organisation's stated mission is to reduce the consumption of animal products by 50% by 2040, to be replaced by plant-based or cultured alternatives. Instead of increasing the share of vegetarians and vegans, ProVeg's focus is on reducing animal product consumption in the general population.

<span class="mw-page-title-main">VFC (company)</span> British vegan food company

VFC Foods is a British vegan food company that started trading in December 2020. An acronym for "Vegan Fried Chicken," it was founded by Matthew Glover and Adam Lyons in North Yorkshire, England. The company specialises in creating meat substitute products for fried chicken. Glover is the co-founder of the Veganuary movement and uses his experience in vegan activism to promote the brand.

Elizabeth Anne Specht is an American research scientist who is Vice President for Science and Technology at The Good Food Institute. She leads the development of a roadmap for the acceleration of alternative protein research. In 2022, Vox named her in one of their "Future Perfect 50".

References

  1. Friedrich, Gustav W. (October 1, 2020). "National Communication Association Heritage Project". Review of Communication. 20 (4): 398–432. doi: 10.1080/15358593.2020.1827495 .
  2. "Bruce Friedrich". The Good Food Institute. April 12, 2021. Retrieved November 25, 2022.
  3. Peters, Adele (August 21, 2018). "Y Combinator is funding a nonprofit that advocates for meat alternatives". Fast Company. Retrieved October 18, 2020.
  4. "About | The Good Food Institute". The Good Food Institute . January 5, 2021. Archived from the original on July 1, 2021. Retrieved September 9, 2021.
  5. 1 2 Burwood-Taylor, Louisa (March 17, 2016). "New Crop Capital Closes $25m Fund, Invests in Beyond Meat". AFN. Archived from the original on April 3, 2016. Retrieved September 5, 2021.
  6. 1 2 "[Unknown title]" . The Des Moines Register . March 7, 2004. p. 34. Archived from the original on March 3, 2016. Retrieved February 23, 2016. Bruce Friedrich Director of vegan campaigns, People for the Ethical Treatment of Animals Born: Aug. 7, 1969, West Lafayette, Ind. Education: High school, Norman, Okla.; Grinnell College, 1996 graduate, Phi Beta Kappa in English and economics
  7. Tyree, James S. (September 15, 2010). "PETA vice president brings message home to Norman". The Oklahoman . Archived from the original on March 26, 2014. Retrieved March 26, 2014. the Norman High School class of 1987 member
  8. "Bruce Friedrich". AngelList . Archived from the original on February 16, 2016. Retrieved February 23, 2016. Grinnell College economics, English, religion Phi Beta Kappa
  9. 1 2 "Bruce Friedrich". TED. Archived from the original on May 22, 2019. Retrieved October 19, 2020.
  10. Reese, Jacy (2018). The End of Animal Farming: How Scientists, Entrepreneurs, and Activists Are Building an Animal-Free Food System. Beacon Press. p. 58. ISBN   978-0-8070-1945-0.
  11. 1 2 3 Popper, Nathaniel (March 12, 2019). "This Animal Activist Used to Get in Your Face. Now He's Going After Your Palate". The New York Times. ISSN   0362-4331 . Retrieved July 1, 2021.
  12. "ESPN.com - NFL - PETA has issues with Green Bay nickname". www.espn.com. Retrieved April 20, 2022.
  13. "What a pick: PETA wants Green Bay Pickers". Tampa Bay Times. Retrieved April 20, 2022.
  14. Bowie, Richard (March 4, 2016). "MFA Launches New Sister Organization". VegNews . Retrieved September 8, 2021.
  15. Kauffman, Jonathan (June 8, 2021). "Meet the Innovator Behind the Plant-Based Meat Movement". EatingWell. Archived from the original on June 9, 2021. Retrieved July 1, 2021.
  16. "The GFI's Bruce Friedrich is Named an "American Food Hero" For His Work in Alt Protein". vegconomist - the vegan business magazine. June 17, 2021. Retrieved July 4, 2021.
  17. Friedrich, Bruce (April 2019). The next global agricultural revolution.
  18. "Bruce Friedrich: From Agitator to Innovator". Effective Altruism. October 2, 2018. Archived from the original on July 1, 2021. Retrieved July 1, 2021.
  19. "Our Members". Giving What We Can. Archived from the original on April 14, 2014. Retrieved January 18, 2021.
  20. "Could Humane Food Ever Become the Norm?". Sarx. August 1, 2016. Archived from the original on October 11, 2017. Retrieved September 5, 2021.
  21. Cooperman, Jeannette (August 29, 2008). "Bruce Friedrich, vice president of PETA". National Catholic Reporter. Archived from the original on October 10, 2013. Retrieved September 5, 2021.