Bruce Gregory Friedrich[1] (born August 7, 1969) is co-founder and president of
The Good Food Institute (GFI),[2] a
Y Combinator funded non-profit that promotes
plant- and
cultivated meat alternatives to conventional animal meat.[3][4] He is also a co-founder of the alternative protein venture capital firm New Crop Capital.[5] 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.[14][11] In recognition for his work at GFI, Friedrich was named an "American Food Hero" by the Eating Well magazine in 2021.[15][16]
Friedrich is a co-founder of New Crop Capital; a venture capital firm for funding the development of alternative proteins.[5]
Friedrich is a
TED fellow;[9] 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 arguing that plant-based and cultivated meat have the potential to transform the global meat industry, preventing
climate change, mitigating pandemic risk, and decreasing the prevalence of
antibiotic resistant pathogens.[17]
Philanthropy
As an
effective altruism advocate,[18] Friedrich is a member of
Giving What We Can, a community of people who have pledged to donate a portion of their income to effective charities.[19]
Personal life
Friedrich is Christian and has been vegan since 1987.[20] He is married to Alka Chandna,[21] who works for PETA.[11]
Works
Friedrich, Bruce (2005). "Effective Advocacy: Stealing from the Corporate Playbook". In Singer, Peter (ed.). In Defence of Animals: The Second Wave. Wiley-Blackwell.
ISBN978-1-4051-1941-2.
Freston, Kathy; Friedrich, Bruce (2018). Clean Protein: The Revolution that Will Reshape Your Body, Boost Your Energy—and Save Our Planet. Hachette Books.
ISBN978-1602863323.
^
ab"[Unknown title]". The Des Moines Register. March 7, 2004. p. 34.
Archived from the original on March 3, 2016. Retrieved February 23, 2016. Bruce Friedrich Director of vegan campaigns, People for the Ethical Treatment of Animals Born: Aug. 7, 1969, West Lafayette, Ind. Education: High school, Norman, Okla.; Grinnell College, 1996 graduate, Phi Beta Kappa in English and economics
^"Bruce Friedrich". AngelList.
Archived from the original on February 16, 2016. Retrieved February 23, 2016. Grinnell College economics, English, religion Phi Beta Kappa