Michael Pollan

I mean, look at the ingredient list on Impossible or Beyond. It's got 20, 21 ingredients. And we did this. We went to their factory, and I interviewed Pat Brown. And it's an impressive piece of food science, I have to say. He's got this plant-based thing to behave like a burger on the grill. But it has an ingredient that hasn't been part of the human diet before, this heme iron from soybeans.

I mean, look at the ingredient list on Impossible or Beyond. It's got 20, 21 ingredients. And we did this. We went to their factory, and I interviewed Pat Brown. And it's an impressive piece of food science, I have to say. He's got this plant-based thing to behave like a burger on the grill. But it has an ingredient that hasn't been part of the human diet before, this heme iron from soybeans.

And it's got all these ingredients and lots of, you know, methyl cellulose and stuff like that, which is essentially wood pulp. And it's GMO soy, so they're spraying glyphosate on it. That's right. And that's a real concern. And so, you know, you're... You're trading in, yes, you may be not killing a cow to make this burger, but you're eating an ultra-processed food that has its own issues.

And it's got all these ingredients and lots of, you know, methyl cellulose and stuff like that, which is essentially wood pulp. And it's GMO soy, so they're spraying glyphosate on it. That's right. And that's a real concern. And so, you know, you're... You're trading in, yes, you may be not killing a cow to make this burger, but you're eating an ultra-processed food that has its own issues.

And it's got all these ingredients and lots of, you know, methyl cellulose and stuff like that, which is essentially wood pulp. And it's GMO soy, so they're spraying glyphosate on it. That's right. And that's a real concern. And so, you know, you're... You're trading in, yes, you may be not killing a cow to make this burger, but you're eating an ultra-processed food that has its own issues.

So, and then in the case of the culture- No, he didn't. You know, he has his eye on one thing. I mean, Pat Brown is an environmentalist first, and his goal as a vegan himself is to destroy the meat industry. And he's not selling health, or he wasn't. I mean, now they figured out you have to make a health claim to sell anything processed. The more bogus, the better.

So, and then in the case of the culture- No, he didn't. You know, he has his eye on one thing. I mean, Pat Brown is an environmentalist first, and his goal as a vegan himself is to destroy the meat industry. And he's not selling health, or he wasn't. I mean, now they figured out you have to make a health claim to sell anything processed. The more bogus, the better.

So, and then in the case of the culture- No, he didn't. You know, he has his eye on one thing. I mean, Pat Brown is an environmentalist first, and his goal as a vegan himself is to destroy the meat industry. And he's not selling health, or he wasn't. I mean, now they figured out you have to make a health claim to sell anything processed. The more bogus, the better.

But his interest was just take, you know, whatever we have to do to take down the meat industry. Isn't that one of your health rules?

But his interest was just take, you know, whatever we have to do to take down the meat industry. Isn't that one of your health rules?

But his interest was just take, you know, whatever we have to do to take down the meat industry. Isn't that one of your health rules?

Yes, yes. It was counterintuitive, but the basic idea was only packaged foods make health claims. I know, I know. And that the fresh produce is sitting there quietly in the produce aisle. The broccoli is not saying anything.

Yes, yes. It was counterintuitive, but the basic idea was only packaged foods make health claims. I know, I know. And that the fresh produce is sitting there quietly in the produce aisle. The broccoli is not saying anything.

Yes, yes. It was counterintuitive, but the basic idea was only packaged foods make health claims. I know, I know. And that the fresh produce is sitting there quietly in the produce aisle. The broccoli is not saying anything.

Yeah. Yeah, it's one of the ironies. I mean, you know, because you have to have, I mean, look, I mean, underlying this whole conversation, of course, as you know, is you can't sell real food for a lot of money. You know, I'm talking about produce and, you know... flowers and grains and things like that. You can't make money without processing it.

Yeah. Yeah, it's one of the ironies. I mean, you know, because you have to have, I mean, look, I mean, underlying this whole conversation, of course, as you know, is you can't sell real food for a lot of money. You know, I'm talking about produce and, you know... flowers and grains and things like that. You can't make money without processing it.

Yeah. Yeah, it's one of the ironies. I mean, you know, because you have to have, I mean, look, I mean, underlying this whole conversation, of course, as you know, is you can't sell real food for a lot of money. You know, I'm talking about produce and, you know... flowers and grains and things like that. You can't make money without processing it.

And the more you process it, the more money you make. And that is the problem, the value added in terms of convenience and novelty and snackability and craveability. And that is our problem. I mean, and look at the percentage of the food dollar farmers get, you know, it's 10 or 12%. And the reason is that the processors, that's where you want to be.

And the more you process it, the more money you make. And that is the problem, the value added in terms of convenience and novelty and snackability and craveability. And that is our problem. I mean, and look at the percentage of the food dollar farmers get, you know, it's 10 or 12%. And the reason is that the processors, that's where you want to be.

And the more you process it, the more money you make. And that is the problem, the value added in terms of convenience and novelty and snackability and craveability. And that is our problem. I mean, and look at the percentage of the food dollar farmers get, you know, it's 10 or 12%. And the reason is that the processors, that's where you want to be.