In this TechStars Magazine interview, Paul Shapiro — CEO and Co-Founder of The Better Meat Co. — shares his journey from author to entrepreneur, his vision for a sustainable food system, and how technology can revolutionize the way we produce meat without animals.
In a recent TechStars Magazine podcast hosted by Ali, Paul Shapiro, CEO and Co-Founder of The Better Meat Co., discussed his journey from author and advocate to entrepreneur. His work focuses on reimagining the global meat industry through innovative fermentation technology that produces sustainable, animal-free proteins.
From Author to Entrepreneur
Paul is also the author of Clean Meat: How Growing Meat Without Animals Will Revolutionize Dinner and the World, a book that chronicles the race to create slaughter-free meat. What began as research and storytelling ultimately inspired Paul to take the leap into entrepreneurship.
“It was writing about the entrepreneurs that led me to think, if these guys could do it, surely I could do it too,” Paul shared.
That book became the catalyst for founding The Better Meat Co., a food technology company based in Sacramento, California.
Why Meat Alternatives Matter
Paul highlighted the urgent environmental and ethical challenges posed by the traditional meat industry. Meat consumption continues to rise globally, particularly in regions like China and India, putting strain on land, water, and climate systems.
“Humanity’s footprint on the planet is growing, but the planet itself isn’t getting any bigger,” Paul explained. “If we continue down the path of deforestation and overconsumption, we risk accelerating climate change and mass wildlife extinction.”
Instead of continuing the destructive cycle, Paul believes the solution lies in divorcing the meat experience from animal slaughter. By creating meat alternatives that taste, feel, and nourish like traditional meat, we can meet demand sustainably.
The Technology Behind The Better Meat Co.
The company harnesses fermentation technology to grow high-quality, protein-rich ingredients from fungi. These proteins are sold to food companies on a B2B model, enabling them to create better, more sustainable meat products.
Similar to the way humanity transitioned from whale oil to kerosene and then to electricity, Paul believes the food industry will evolve away from animal-based meat toward superior alternatives.
“Just as we don’t miss Blockbuster or Kodak, one day we’ll look back and wonder why we relied so heavily on animals for food,” he said.
Challenges Along the Way
Like most startups, The Better Meat Co. has faced its share of challenges. Paul noted that early-stage ventures are never smooth sailing, and often what entrepreneurs project publicly doesn’t reflect the behind-the-scenes difficulties.
“One of the toughest lessons has been recognizing that people don’t always do what they say,” Paul admitted. “Even signed contracts and agreements can fall through. Startups are full of unexpected hurdles.”
Despite these challenges, Paul emphasized resilience, learning, and persistence as keys to survival in a competitive market.
Looking Ahead: Scaling for Impact
When asked about the future, Paul pointed to scaling production as the company’s top priority.
“The key for us is to not just build fermenters a few stories tall, but ones ten stories tall — and to build many of them,” he said. “Only then can we produce the millions of pounds of protein needed to truly make an impact.”
With growing demand for sustainable food solutions, Paul believes the future of meat will be animal-free, efficient, and better for the planet.
Final Thoughts
Paul Shapiro’s journey reflects a broader shift: the blending of technology, sustainability, and entrepreneurship to solve some of humanity’s biggest challenges. His vision for a slaughter-free meat industry may once have seemed futuristic, but today, it’s becoming a tangible reality.
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