CEO Note: Unleashing the potential of animal-free protein

The author asserts that plant-based and animal-free proteins are more efficient at avoiding carbon pollution than clean energy or electric cars because they require approximately one-tenth of the land, water, and energy of traditional livestock. While the industry has faced scaling obstacles due to inconsistent product quality and meat industry opposition, the author identifies 'balanced protein' (blends of plants/fungi and meat) as the most effective near-term growth strategy to reach meat-eating majorities. Mighty Earth is currently campaigning in Europe, the United States, and South America to push supermarkets to end discriminatory pricing and product placement policies that hinder the adoption of animal-free proteins.

• Animal-free protein is presented as a superior climate investment compared to other decarbonization efforts, as it uses about 10% of the resources required for animal-based protein, which could enable the restoration of billions of acres of ecosystems and the removal of gigatons of carbon from the atmosphere.
• The author identifies 'balanced protein'—blending plant or fungi proteins with traditional meat—as the primary near-term opportunity for growth because it appeals to the meat-eating majority and avoids 'carnivore culture wars.' A case study from the Dutch Grand Prix showed that 29,000 fans consumed 50-50 beef and seaweed/vegetable blend burgers without a single complaint when the change was not announced.
• Cultivated meat, produced from animal cells without slaughter, is seeing rapid cost reductions, dropping from hundreds of thousands of dollars per pound to under $30, though it currently remains in tiny experimental quantities.
• Mighty Earth is campaigning in Europe, the United States, and South America to eliminate retail barriers, specifically targeting the practice of selling meat as loss-leaders or at lower mark-ups than plant-based alternatives, and advocating for the placement of alternative proteins alongside meat products rather than in obscure aisles.

APA

Hurowitz, G. (2026). CEO Note: Unleashing the potential of animal-free protein. Mighty Earth. https://mightyearth.org/article/ceo-note-unleashing-the-potential-of-animal-free-protein/

Chicago

Hurowitz, Glenn. CEO Note: Unleashing the potential of animal-free protein. Mighty Earth, 2026. https://mightyearth.org/article/ceo-note-unleashing-the-potential-of-animal-free-protein/.

Wikipedia

{{cite press release |last1=Hurowitz |first1=Glenn |title=CEO Note: Unleashing the potential of animal-free protein |publisher=Mighty Earth |date=6 March 2026 |url=https://mightyearth.org/article/ceo-note-unleashing-the-potential-of-animal-free-protein/ |access-date=23 October 2026 |via=Climate Insights Directory}}

BibTeX

@misc{hurowitz2026ceo, author = {Hurowitz, Glenn}, title = {{CEO Note: Unleashing the potential of animal-free protein}}, publisher = {Mighty Earth}, year = {2026}, month = mar, url = {https://mightyearth.org/article/ceo-note-unleashing-the-potential-of-animal-free-protein/}, urldate = {2026-10-23}, note = {Indexed by Climate Insights Directory} }