Why the Future of Meat Is Being Written by the Same System That Profits From It

For decades, the meat industry framed alternative proteins as fringe, fake, or faddish. Now, as MEAT the book prepares to land as a top-ten Spring 2026 science release, that narrative is quietly collapsing. Written by Bruce Friedrich, Founder of GFI - Good Food Institute, the book doesn’t argue against meat consumption at all, it argues the method of producing meat is obsolete. And crucially, many of the world’s largest meat companies agree.

The uncomfortable truth Bruce Friedrich lays bare is this - humanity isn’t eating less meat as global consumption keeps hitting new records, but the economics of feeding crops to animals no longer make sense. Weather changes, antibiotic resistance, supply-chain fragility and biosecurity threats are pushing governments and corporations toward alternatives delivering the same sensory experience with radically different inputs. When Tyson, Cargill, ADM and JBS start investing in plant-based and cultivated meat, this isn’t ideology, it’s risk management.

That’s the book’s quiet provocation. MEAT isn’t anti-meat propaganda. It may, however, mark the end of the old meat industry’s ability to pretend it doesn’t see what’s coming. The next agricultural revolution won’t ask consumers to change, it will change the system underneath them.

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