Josh Tetrick

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In vitro foods are happening now and will become a staple of our diets in the future, as a growing global population and environmental concerns demand it. Meat, of course, is the hardest to approximate, but that will also happen. Considering the processed crap we eat now, the so-called Frankenfoods may be significantly healthier. From Katie Murphy at the New York Times:

“Whether for moral reasons or because of a Jobsian belief in the superiority of their vision, high-tech food entrepreneurs are focusing primarily on providing alternatives to animal protein. The demand is certainly there. Worldwide consumption of pork, beef, poultry and other livestock products is expected to double by 2020. Animal protein is also the most vulnerable and resource-intensive part of the food supply. In addition to livestock production’s immense use of land and water, runoff pollution and antibiotic abuse, it is responsible for 14.5 percent of greenhouse gases, according to the United Nations.

Venture capital firms like Kleiner Perkins Caufield & Byers, Closed Loop Capital, Khosla Ventures and Collaborative Fund have poured money into Food 2.0 projects. Backing has also come from a hit parade of tech-world notables including Sergey Brin of Google, Biz Stone of Twitter, Peter Thiel of PayPal and Bill Gates of Microsoft, as well as Li Ka-shing, Asia’s wealthiest man, who bought early stakes in Facebook and Spotify.

‘We’re looking for wholesale reinvention of this crazy, perverse food system that makes people do the wrong thing,’ said Josh Tetrick, the vegan chief executive of San Francisco-based Hampton Creek. His company has created an egg substitute using protein extracted from the Canadian yellow pea, incorporating it into Just Scramble, Just Mayo and Just Cookie Dough, which are starting to find their way onto grocery store shelves nationwide.”

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