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 for funding 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, in which he argued that plant-based and cultivated meat have the potential to transform the global meat industry, prevent climate change, mitigate pandemic risk, and decrease the prevalence of antibiotic resistant pathogens. [17]
Friedrich is the author of a book set to be released in 2026, entitled Meat: How the Next Agricultural Revolution Will Transform Humanity’s Favorite Food—and Our Future. The book advocates for a transition to plant-based and cultivated meat products, and has received advanced praise from Jane Goodall, Peter Singer, Cass Sunstein, and Nobel laureate Michael Kremer, among others. [18]
Good Food Institute
Friedrich is a co-founder of the Good Food Institute (GFI), which advocates for a transition from emissions-intensive animal-based meat products to plant-based and cultivated meat products. GFI employs approximately 200 employees with affiliate offices in India, Brazil, Singapore, Israel, and Europe. Until federal agencies increased their involvement, GFI was the primary funder of academic research on unconventional proteins; it also communicates with lawmakers. Friedrich is described by industry figures as a prominent advocate for alternative meat and a key contributor to the growth of the sector. [19]
Following research from Giving Green, an independent charity evaluator focused on identifying highly cost-effective climate philanthropy opportunities, GFI was listed by Giving Green as a top nonprofit working on climate change. [20]
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