You find out how plant-based and cell-based companies shouldn't just think about consumer acceptance but also industry acceptance. We often tell a story of us against them in industry lobbying. The cool, mission-driven plant-based and cell-based startups against the evil conventional meat industry. And I must say it’s also been a storytelling approach that I have followed. But it has a downside: creating confrontation and friction, possibly stalling the growth of the alternative protein space. Our today's guest - Jack a bobo has lots of rather unusual, controversial opinions which will get you thinking. There were so many intriguing, twitter-short quotes that we could have filled a 5-minute intro just with that. Def. listen till the end and share it with colleagues and friends in the industry. You are listening to the 4th episode of our season 3 on promoting alternative proteins. You can listen to this episode on it’s own but when you have time check out our other episodes as well cause they build upon each other! 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/