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Fooling Meat Eaters with Plant-based Replacements with Rody Hawkins: PYP 257

I personally wouldn't have predicted that the guy behind Lunchables and Slim Jim jerky sticks  might save the planet.

But Rody Hawkins, muscle physiologist, consultant to the meat industry for decades, nutrition wonk, and pioneer in shelf-stable food technology, has just launched a plant-based meat replacement company that's getting global attention for the quality and environmental benefits of its product.

In case you missed it: Rody is no vegan. He supports animal agriculture. He thinks that animal protein is a healthy food for humans, much more so than carbs (yes, I will be giving him copies of Proteinaholic and Whole and The Low Carb Fraud, which he promised to read).

And he sees the writing on the wall for the meat industry: there's not enough planet to feed us all on a meat-based agricultural system. So Hawkins has figured out a way to cut out the middleman (actually middle-cow, middle-chicken, and middle-pig) and turn soy directly into a product that can mimic the texture and cooking properties of any kind of meat – beef, chicken tenders, flaky fish, you name it.

In case you missed it: this isn't a whole food, plant-based product. I don't recommend that my fellow WFPB adherents ditch the WF part and start eating fake meat made from plants.

But if this product can do what Hawkins claims it can, then it will save billions of animal lives per year. Allow ecosystems decimated by animal agriculture to recover. Reduce the scourge of feedlots and abattoirs. Feed the growing human population while buying us time to transition to a truly sustainable agriculture (check out my interview with Vegan Permaculturalist Will Bonsall for an idea of what that might look like).

Also, Hawkins' company, Improved Nature, is located in my home state of North Carolina, which is one of the worst animal ag offenders in the nation. So regional pride compels me to point out that we're doing some things right (and once Dr. Garth Davis moves to Asheville in the spring, we'll be totally rocking the plant-based world).

Hawkins and I discussed:

  • growing up on a farm in Tennessee and wanting to be a veterinarian and feed the world (gee, who does that remind us of, T. Colin Campbell?)
  • studying meat science in college
  • creating Lunchables for Oscar Meyer in the 1980s
  • running R&D for Slim Jim jerky sticks
  • developing shelf-stable military rations that will last three years in your car
  • soy as a major input in the meat and animal agriculture industry
  • “is there any way to make a product that has the same eating experience and nutritional and cooking profile without the animal?”
  • the key to plant-based meat replacement: texture
  • can we turn plant proteins into meat-like fibers?
  • how to you feed 10 billion people in 2050 with the same resource base?
  • Hawkins is not a convert to anything
  • his background in meat science allowed him to understand what meat-eaters actually want and how to produce it
  • the foods with complete sets of amino acids
  • a single-ingredient product (vs other meat replacements)
  • “meat-eaters can't tell the difference”
  • partnering with different producers and retailers (just like a beef producer)
  • soy-based meats are 20 times more efficient than meat
  • Memphis Meats – cool technology, worth pursuing, but unclear whether it will every achieve efficiency
  • the unconventional launch: crispy tenders in the Los Angeles school lunch program
  • adding other plants beyond soy
  • and much more…

Enjoy, add your voice to the conversation via the comment box or audio recording box below, and please share – that's how we spread our message and spread our roots.

Talk Back

Links

ImprovedNature.com

Article from the Good Food Institute: “Slim Jim Scientist Pivots to Plant Meat”

Article from One Green Planet: “Why the Man Behind Lunchables and Slim Jims is Now Betting on Plant-Based Meats”

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Music

The Plant Yourself Podcast theme music, “Dance of Peace (Sabali Don),” is generously provided by Will Ridenour, a kora player from North Carolina who has trained with top Senegalese musicians.

It can be found on his first CD, titled Will Ridenour.

You can learn about Will, listen to more tracks, and buy music on his website, WillRidenour.com.

Disclosure

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Dr Howie Jacobson

This podcast is a labor of love and a way to give back to the world that has given me so much. That's why there aren't any sponsors (except me :).

My day job is helping leaders and their teams master their mindsets to remove all obstacles to heart-centered high performance.

Here are three gigs that I do:

1. Trigger-Free Leadership: Executive and Senior Leadership Mentoring and Facilitation

I work with high performing executive teams in organizations — and executive teams that need to become high  performing. My focus is mindset mastery, because it’s our mindsets that either support high performance or get in the way.

At this level, everyone’s got the skills and experience to excel and contribute at the highest level. What holds people back is mindset stuff: specifically the triggers that get them out of creative engagement and into fight-or-flight defensiveness.

My practice is all about teaching people to respond differently to those triggers by updating old maps — essentially removing the glitches that the triggers grab onto.

2. Executive Coaching: Quick Wins for High Performance

I work with individual executives and leaders, one on one. The program is called Quick Wins for High Performance, and what we do is, we work strategically on one or two areas that are holding you back and keeping you from performing at your best.

We reverse engineer the presenting problems — too much work and not enough time, underperforming employees and teams, maddening organizational inefficiencies, etc — and identify and rewire the suboptimal mindsets that are behind those problems.

The work is all about updating your mental maps so your actions and responses are always appropriate, proportionate, and strategic.

3. High Stakes Conversations for Fast Growing Small Business Teams

I help small business teams have high stakes conversations with skill, humor, and grace. When people feel safe, they can do their best, most creative, most collaborative work.

So that's what I do. If you'd like any of those results, drop me a line and tell me about yourself.

You CAN Change Other People!

Well, that's what Peter Bregman and I claim in our provocative book of that title.

What we really mean is, you can bring out the best in the people around you. If you think you're powerless to help people change, it's because you've been going about it the wrong way.

Discover our straightforward, replicable process here: You Can Change Other People.

Music

The Plant Yourself Podcast theme music, “Dance of Peace (Sabali Don),” is generously provided by Will Ridenour, a kora player from North Carolina who has trained with top Senegalese musicians.

It can be found on his first CD, titled Will Ridenour.

You can learn about Will, listen to more tracks, and buy music on his website, WillRidenour.com.

Gratitudes

Thanks to Plant Yourself podcast patrons – Kim Harrison – Lynn McLellan – Brittany Porter – Dominic Marro – Barbara Whitney – Tammy Black – Amy Good – Amanda Hatherly – Mary Jane Wheeler – Ellen Kennelly – Melissa Cobb – Rachel Behrens – Tina Scharf – Tina Ahern – Jen Vilkinofsky – David Byczek – Michele X – Elspeth Feldman – Leah Stolar – Allan Kristensen – Colleen Peck – Michele Landry – Jozina – Sara Durkacs – Kelly Cameron – Janet Selby – Claire Adams – Tom Fronczak – Jeannette Benham – Gila Lacerte – David Donohue – Blair Seibert – Doron Avizov – Gio and Carolyn Argentati – Jodi Friesner – Mischa Rosen – Michael Worobiec – AvIvA Lael – Alicia Lemus – Val Linnemann – Nick Harper – Bandana Chawla – Molly Levine – The Inscrutable Harry R – Susan Laverty the Panda Vegan – Craig Covic – Adam Scharf – Karen Bury – Heather Morgan – Nigel Davies – Marian Blum – Teresa Kopel – Julian Watkins – Brid O'Connell – Shannon Herschman – Linda Ayotte – Holm Hedegaard – Isa Tousignant – Connie Haneline – Erin Greer – Alicia Davis – Heather O'Connor – Carollynne Jensen – Sheri Orlekoski of Plant Powered for Health – Karen Smith – Scott Mirani – Karen and Joe Crabtree – Kirby Burton – Theresa Carrell – Kevin Macaulay – Elizabeth Rothschild – Ann Jesse – Sheryl Dwyer – Jenny Hazelton – Peter W Evans – Dennis Bird – Darby Kelly – Lori Fanney – Linnea Lundquist – Emily Iaconelli – Levi Wallach – Rosamonde McAtee – Dan Pokorney – Stephen Leinin – Patty DeMartino – Mike and Donna Kartz – Deanne Bishop – Bilberry Elf – Marjorie Lewis – Tricia Adams – Nancy Sheldon – Lindsey Bashore – Gunn Marit Hagen – Tracey Gulledge – Lara Hedin – Meg from Mamasezz – Stacey Stokes – Ben Savage – Michael K – David Hughes -Coni Rodgers – Claire England – Sally Robertson – Parham Ganchi – Amy Dailey – Brian Tourville – Mark Jeffrey Johnson – Josie Dempsey – Caryn Schmitt – Pamela Hayden – Emily Perryman – Allison Corbett – Richard Stone – Lauren Vaught of Edible Musings – Erin Hastey – Sean Owens – Sagar Naik – Erika Piedra – Danielle Roberts – Michael Leuchten – Sarah Johnson – Katharine Floyd – Meryl Fury – for your generous support of the podcast.

Disclosure

This post may contain affiliate links. I may receive compensation from your actions on such links. It don't cost you a dime, tho.

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Hi, I’m Howard Jacobson, host of the Plant Yourself Podcast, co-author of You Can Change Other People and Sick to Fit, and co-founder of WellStart Health Coach Academy.

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