Plant-based and cultivated meat were once believed to be the future of sustainable protein sources, but the reality has been far messier than anticipated. Good Food Institute founder Bruce Friedrich explains in his book, "Meat: How the Next Agricultural Revolution Will Transform Humanity’s Favorite Food—and Our Future," how structural, cultural, and market forces have slowed progress in the alternative protein sector. Consumer hesitation, high costs, and lack of investment have hindered the growth of plant-based and cultivated meat products. Despite initial excitement and investments from prominent figures and companies, the alternative meat industry has faced challenges in achieving widespread adoption and success.

Friedrich challenges the notion that the alternative meat movement has failed, pointing out that most products are too expensive and do not yet meet consumer taste expectations. The lack of funding, failed business models, and unrealistic expectations have led to the struggles and closures of many plant-based and cultivated meat startups. While some companies have faltered, Friedrich highlights the continued necessity and potential for plant-based and cultivated meat to revolutionize the food industry if given the necessary time, innovation, and investment to succeed.