GOOD Meat is real meat. Made without tearing down a forest or taking a life.
It’s 6,000 BC in the jungles of Southeast Asia.
The wild red junglefowl navigates through the forest using receptors in his eyes to tap into the Earth’s magnetic compass. His feathers, the color of dawn, provide camouflage against the leaves that collect on the forest floor.
His extravagant feathers are the color of dawn.
His world is a vibrant one. He sees colors that we humans
will never be able to see and can use each of his eyes independently. With one eye, he combs his surroundings for food, snatching berries from bushes and finding fallen seeds. With the other eye, he keeps on the lookout for predators. And when the time comes, he can disappear up into the forest canopy like a dragon.
All of this makes our jungle bird particularly hard to catch. But humans are hungry and clever and when we want something, especially to feed our families, we often find a way. So he was caught, placed in a cage, and eventually consumed.
The first move to take the wild out of this jungle bird.
This unnoticed moment in our history marks the first move
to take the wild out of this jungle bird and turn him into the domestic chicken we know today – and set into motion
a different kind of food system.
The end of World War 2 brought about an unprecedented acceleration of science and technology into our lives.
The mass production of penicillin. A race to walk on the moon’s craters. And the invention of large-scale animal production, starting with the jungle bird’s descendant –
And America’s largest supermarket had an idea: the Chicken of Tomorrow. They held a contest to find “a broad breasted bird with bigger drumsticks, plumper thighs, and layers of white meat.”
Judged against a wax model of the perfect chicken, the winner was twice the size of its jungle ancestor. The meaty chicken of tomorrow becomes the favorite type of chicken for entrepreneurial farmers across America.
The winner was twice the size of its jungle ancestor.
It usually takes millions of years for physical changes of this magnitude to occur, but the chicken is a unique example of a new, human-driven era, where man is the primary driver of change in the natural world.
And 70 years later, we find no other living organism raised for food that has expanded so quickly in volume and scale as the chicken. At 23 billion and growing, chickens are the most numerous land species on the planet. And they are seriously hungry, which means millions of acres of the most biodiverse rainforest have been replaced with field after field after field of chicken feed.
The meaty chicken
It’s 2050, something is off. Those more abstract, often hard-to-understand disturbances of 2020 were all pointing in the same direction. Not only did we act too late, but we didn't really act at all.
We directed bulldozers to clear the planet’s wildspaces for the sake of feeding the animals we eat. We removed our forests and the threads that link nearly every tree to one another in a network that nourished animal life and removed billions of pounds of carbon from our air.
We directed bulldozers to clear the planet’s wildspaces.
The truth is the forest was more than just a collection of trees.
And with few wildspaces left, our grandkids will only experience them and the billions of species that call them home, through our faded memories of an older, healthier, more gentle world.
We're seeing finally that health does not respect the walls between species, geographies, rich or poor.
And the truth is our planet is sick, and now so are we.
Have we missed the opportunity to turn this thing around?
Or is today the turning point?
We now know that in our small, interconnected world
there is not human health or climate health or animal
health, there is only health.
For the first time in human history, we're now living in a world where one, single cell can produce an unlimited amount of meat – all without the disturbance of a single forest, the displacement of a single animal’s habitat, or the use of a single drop of antibiotics. And all without a single life taken.
One single cell can produce an unlimited amount of meat.
Under a microscope, these cells are like the cells in the chicken we eat today and the jungle bird of yesterday. The meat is high in protein and essential amino acids. And it’s entirely free of any genetic modification.
It’s a way of feeding our families and rebuilding our planet.
It’s a way of feeding our families and rebuilding our planet. It’s called GOOD Meat. It tastes like chicken – because it is.
Our ancestors saw the jungle bird as a symbol of awakening, the coming of a new dawn. And now so do we.
Because 2020 is the turning point – when we realized that we can be remembered for ingenuity and action, and that together we can set in motion a food system that is fair, just, and kind – one that reflects the best of our humanity.