{"version":"1.0","type":"rich","provider_name":"Acast","provider_url":"https://acast.com","height":250,"width":700,"html":"<iframe src=\"https://embed.acast.com/$/8cf4cec7-5a0f-49c5-8ec9-36941b5c6b6e/620eaaab90a07000129b3b42?\" frameBorder=\"0\" width=\"700\" height=\"250\"></iframe>","title":"Better Meat's Paul Shapiro: \"Where's the beef? In the fermented mushroom roots\" ","thumbnail_width":200,"thumbnail_height":200,"thumbnail_url":"https://open-images.acast.com/shows/61ba0b311a8cbef1d93cf121/show-cover.jpg?height=200","description":"<p>The Sunday Times’ tech correspondent Danny Fortson brings on Paul Shapiro, founder and chief executive of Better Meat, to talk about making meat alternatives, (4:00), the $300,000 burger (11:00), using fungi (12:00), turning mushroom roots into steak (16:35), becoming an ingredient company (18:00), growing up an animal lover (19:45), starting an animal rights NGO (23:00), changing his approach (26:30), writing a book (28:40), starting Better Meat (31:50), experimenting with alternatives (33:45), his first hire (35:20), scaling up (39:20), the slow rate of innovation (43:10), his worst day of work (47:25), and society’s stubborn views on meat (49:05). </p>","author_name":"The Sunday Times"}