Appetite: The Downfall of the Alt Protein Movement?

People like meat. 🥩

In some ways, this statement can sum up the entire reason for the alternative protein movement’s existence.

But what if that very assumption—that “narrative,” as Seth Godin would call it—is a dangerous trap that has the potential to undermine the industry instead of moving it forward?

What if offering meat alternatives isn’t the solution to a broken food system, poor human health and the environmental crisis? What if continuing to satisfy the human appetite for meat by replacing it ...