New Delhi, Sept. 27 -- Bruce Friedrich, 57, does not want you to stop eating meat. Instead, as founder and president of the Good Food Institute (GFI), a US-based non-profit working on alternative proteins, he wants people to look at how meat is produced.

When Friedrich founded GFI in 2016, his aim was to create a conversation around plant-based and cultivated meats, the latter being meat grown from animal cells in a controlled environment. It was a technology-led approach, one that offered people the option to choose them for the same reasons they choose conventional meat. Climate change, food security, public health and animal welfare have since then remained central to his work.

Friedrich's own relationship with meat has changed over ...