The plant-based food and clean meat markets offer innovators financial as well as environmental rewards.

Speaking to Innovators Magazine for a recent article, Bruce Friedrich, Executive Director, The Good Food Institute, told us: “At their best, innovators improve humanity’s fortunes while expanding our horizons. The market provides significant financial rewards to those who take the risk of pushing the leading edge. Nowhere are the opportunities for innovation greater than in the good food arena.”

And he talked more on this in a recent TEDx talk – check it out below.