This episode will make you reflect on some bigger topics and ask some bigger questions. It’s a very valuable and contrarian perspective that we haven’t had in this season on promoting alternative proteins. Charlotte Biltekoff is an associate professor at UC Davis in American studies and in food science and technology. For many years she has been studying the relationship between food and culture, how values and beliefs shape people’s eating habits but also the connection between food and social order. She investigates how food becomes good or bad and has particularly looked into the agrifood tech sector in the Bay Area.  Connect with Marina on LinkedIn: https://www.linkedin.com/in/schmidt-marina/ To stay up-to-date for future episodes take 3 seconds to click on “follow” and subscribe to Red to Green. More info and links to resources on https://redtogreen.solutions/   For sponsorships, collaborations, volunteering, or feedback write Marina at change@redtogreen.solutions Please leave a review on Spotify and iTunes This episode is part of our season on promoting cellular agriculture and alternative proteins. Alt proteins are a rather recent development in the food industry and face some challenges on the consumer acceptance front. In the first season of Red to Green you will find an explanation of cell ag - whether you want to call it cultured meat, cell-based meat, cultivated meat, clean meat, or anything similar. This season is a follow-up and focused on the big challenges of cellular agriculture including socioeconomic questions, industry branding, nomenclature, and more.  Red to Green is a food tech and sustainability podcast. We cover current food technology topics in-depth with a focus on sustainable innovations. Learn about the food industry in deep-dive seasons featuring industry leaders from food tech startups, corporates, and important VCs. Sustainable food is more than improving individual buying behaviors. Red to Green seeks to move the food industry from harmful to healthy, from polluting to sustainable from Red to Green. Thanks to our partners of this season Food Labs: Food Labs is a leading European VC and company builder in food, health & sustainability. They cover the entire value chain – from ag-tech, alternative proteins, water supply, food security, decentralized food production, vertical farming, to food waste and carbon reduction. https://foodlabs.de/ NX-Food: NX-Food stands for Next Generation Food and focuses on consultancy, community, partnership and startup value creation – because the future of food needs to be shaped. https://nx-food.com/