In this Sustainable Ambassador Podcast episode, we chat with Paul Shapiro on the transformative power of plant-based products in replacing animal proteins, and the key lessons he has taken away from from recent market shifts in the plant-based sector.
Lessons that should be a goldmine for anyone developing a ‘sustainable’ product or brand.
Timestamps:
00:12 – Welcome to the Sustainable Ambassador Podcast
00:58 – Paul Shapiro Introduction
01:45 – Being Catalyzed into Entrepreneurship
03:20 – Technology & Animal Welfare
04:45 – History of plant-based products
06:05 – The pre-COVID boom
06:55 – Backlash to early products
07:58 – Lessons (to brands) from failure
08:30 – No one cares about food labels
09:30 – Plant-based & healthy products
10:30 – Listening to / Adapting to consumers
11:30 – Product marketing and engaging consumers
12:10 – Similarities between activism and entrepreneurship
13:10 – Limits to activism
14:10 – Maintaining passion
15:12 – Advice to aspiring entrepreneurs
About Paul
Paul Shapiro is the author of the national bestseller Clean Meat: How Growing Meat Without Animals Will Revolutionize Dinner and the World (published by Simon & Schuster’s Gallery Books in 2018, with an updated paperback edition forthcoming in April 2024).
He’s also the CEO of The Better Meat Co., a five-time TEDx speaker (2023 talk here!), the host of the Business for Good Podcast, and a long-time leader in food sustainability. In 2023, he was named as a Most Admired CEO by the Sacramento Business Journal.
The company Paul co-founded and runs, The Better Meat Co., uses fermentation to turn microbes into meat within hours, creating a far more sustainable and humane method of satisfying our “meat tooth” than raising and slaughtering animals for food.
Follow Paul
Website: https://www.paul-shapiro.com/
LinkedIn: https://www.linkedin.com/in/paul-shapiro-6a9aa282/
Twitter: https://twitter.com/PaulHShapiro
Facebook: https://www.facebook.com/paulshapiro/
About Collective Responsibility
Based in Shanghai, Collective Responsibility is a strategic advisory firm founded by Richard Brubaker, one of Asia’s most recognized authorities on sustainability, innovation and responsible leadership.
Founded with the fundamental belief that a sustainable world can only be achieved through awareness of issues, finding tangibility in business cases, and development of cross-sector collaboration, Collective Responsibility acts as a knowledge base, catalyst, and facilitator between stakeholders.
Our mission is to:
– Create a knowledge base and catalyze discussion of issues related to the development of civil society, business sustainability and social development in Asia.
– Develop tangible interests, engagement, and action on issues of sustainability (economic, environmental and societal).
– Develop organizational capacity with the aim to help create stable and profitable enterprises.
Follow Us:
Website: http://www.coresponsibility.com
Facebook: https://www.facebook.com/CollectiveRe…
LinkedIn: https://www.linkedin.com/company/coll…
Twitter: http://www.twitter.com/beyondbau
WeChat: http://www.coresponsibility.com/wechat/
Contact Us:
[email protected]
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