We don't want to disrupt the meat industry, we want to transform it. We need their economies of scale, their global supply chain, their marketing exp… - Bruce Friedrich

We need to change the meat, because we aren’t going to change human nature.

What is happening to [animals] on modern farms and in modern slaughterhouses is beyond most of the worst moments of our lives...that's their entire existence.

lab grown [meat] is just a misnomer. Lab grown is what the media often times likes to call it. It’s somewhat sensationalist. But lab grown is just wrong. At scale, once this stuff is commercialized, it’s not going to be grown in a lab—it’s going to be grown in essentially a meat brewery. That’s what it’s going to look like. So every processed food starts in a food lab but we don’t say lab grown Cheerios, or lab grown whatever else. It isn’t anymore. It started in a food lab, now it’s in a factory. And the factories for clean meat are going to look like breweries, so we’re calling it clean meat and we’re talking about meat breweries.