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Agri food tech Sustainability

Meet the green pioneers leading a sustainable revolution

4 min read
AUTHOR: Ross Carver-Carter
A split photo featuring guests from the Food Matters Live Green Pioneer interview series, including Bruce Friedrich of the Good Food Institute

As a foremost industry think tank, Food Matters Live have had the privilege of interviewing some of the brightest minds and biggest names in the food industry over the years.

With the inaugural Sustainable Food Forum fast approaching, we’ve curated the best of our conversations with key green pioneers, all of whom are at the vanguard of sustainable food development. Let’s jump in:

Bruce Friedrich, Co-founder and President of The Good Food Institute

man wearing glasses and a blue shirt smiling

In this exclusive sit-down interview Food Matters Live caught up with Bruce Friedrich, the sitting president for the Good Food Institute. 

Bruce is a global thought leader on sustainable food development and a respected animal rights activist, previously holding high-level positions at both PETA and Farm Sanctuary.

He went on to co-found the Good Food Institute in 2016, a non-profit think tank promoting plant-based and cultured meat products with an eye to making food production more secure, sustainable and ethical.

Keep reading to hear his thoughts on the recent approval of cultivated meat in the United States, Italy’s proposed ban on cellular agriculture and the role of government in scaling the sector.

Marc Coloma, Heura Foods CEO

Marc Coloma of Heura Foods

Founded in 2017, Heura is a mission-driven Spanish start-up and B-Corp offering plant-based meat and fish “successors”. Rooted in activism, their goal is to achieve a net-positive food system and reduce reliance on animal agriculture.

The young start-up has been on a rapid upward trajectory, earning a spot on the 2021 FoodTech 500 and a partnership with the women’s FC Barcelona team. Food Matters Live caught up with Heura’s co-founder, Marc Coloma, to find out their recipe for success.

Along the way, Marc shares how his animal activist roots continue to influence the business today and explains what it means to be a “good food rebel”.

Looking to meet key Spanish innovators in person? ICEX Spain Trade and Investment will be running a series of roundtables at the Sustainable Food Forum, bringing with them a line-up of 11 Spanish businesses pioneering green solutions. Secure your space now to meet those at the forefront of Spain’s food-tech revolution.

Andy Shovel, THIS Co-Founder

Andy Shovel

THIS is an alternative protein company offering a diverse range of meat analogues, predominately aimed at flexitarians. Renowned for their bold, tongue-in-cheek marketing, the company has seen wild success in the busy plant-based market.

Food Matters Live sat down with shared co-founder Andy Shovel to learn more about this exciting food start-up. Keep reading to find out why humour can be an effective way to reach consumers and how THIS manage to create plant-based products that appeal to meat eaters’ palates.

Didier Toubia, CEO and co-founder, Aleph Farms

man smiling and wearing a suit

Aleph Farms is an Israeli-based cellular agriculture start-up. The company has gone from strength to strength since its launch in 2017, counting the Hollywood star Leonardo DiCaprio among its investors.

In August this year, Aleph Farms became the first cultivated meat start-up to apply for regulatory approval in the UK. If all goes smoothly, British consumers could be chowing down on their slaughter-free steaks in as little as two years.

In this stirring interview, Toubia discusses the future of cultivated meat approval, the challenges of scaling the sector and the kosher status of their beef products.

Toubia also delves into the fascinating science behind cultured meat, introducing readers to Lucy – Aleph Farm’s very own Eve to which all of their meat products can be traced. This is one you don’t want to miss!

Join an industry-wide discussion on sustainable food reform

Join leading experts in sustainable food development as they ideate solutions for a greener, cleaner and more secure food system at the Sustainable Food Forum. For September only, we’re offering a £225 discount on the standard industry pass. Simply enter the code SFFSEPTEMBER at checkout to apply your discount and join the conversation.