It's easy to fall in love with the idea of one sustainably harvested protein saving the world, but the real-life willingness of folks to actually try it is usually far from the utopian ideal. (Cricket powder, anyone?)

But I'm still fascinated by Nature's Fynd, a startup backed by some of the world's most powerful people (like Bill Gates) and institutions (like Archer Daniels Midland).

Using a fungus-derived protein discovered via a hardy microbe in Yellowstone National Park, the brand is creating products that could replace everything from meat to dairy. With no need for rain, sunlight or soil, the brand's proprietary protein could theoretically feed the world while giving the Earth time to recover from the ecological destruction we've caused in the name of food.

Read all about it in this fascinating piece from my colleague T.L. Stanley and see what you think. 

Will Nature's Fynd, or new competitors that follow its example, ever have the kind of global impact they're hoping for? Let me know what you think at the email below or at @Griner on Twitter.

David Griner
International Editor, Adweek
David.Griner@Adweek.com

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