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Bruce Gregory Friedrich (born August 7, 1969) is co-founder and president of The Good Food Institute (GFI), a Y Combinator funded non-profit that promotes Meat analogue and cell-cultured alternatives to Animal product. He is also a co-founder of the alternative protein venture capital firm New Crop Capital. Friedrich previously worked for PETA and Farm Sanctuary.
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. In recognition for his work at GFI, Friedrich was named an "American Food Hero" by the Eating Well magazine in 2021.
Friedrich is a co-founder of New Crop Capital; a venture capital firm for funding the development of alternative proteins.
Friedrich is a TED fellow. 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.
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