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.

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Timestamps:
00:00 - 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:   / paul-shapiro-6a9aa282  
Twitter:   / paulhshapiro  
Facebook:   / 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:   / collectivere.  .
LinkedIn:   / coll.  .
Twitter:   / beyondbau  
WeChat: http://www.coresponsibility.com/wechat/

Contact Us:
[email protected]