No Yolk: The Plant-Based Movement’s Moving Forward

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Will Just Egg scramble the egg market? Can Danone moo-ve away from cow’s milk?

California’s ballot measure to create the strongest farm animal protection law on the planet has officially received its proposition number. Get ready to hear a lot about YES on Prop 12 in the next four months! (Pretty cool: the measure would upgrade 2008’s Prop 2. In other words, Prop 2 + 10 years later = Prop 12…)

In the meantime, the plant-based movement presses forward, too. No yolk: The new plant-based Just Egg is rolling out in the marketplace with sunny (side up) reviews. Want to try it? Ask your favorite retailer to get crackin’. (Maybe this vegan Saudi Arabian prince can help get it into the kingdom. Check out his interview!)

It’s not just eggs that are going animal-free. The world’s biggest yogurt-maker, Danone, is now looking beyond the cow, too.

Finally, I’ll just let the Newsweek headline speak for itself: “Three Poachers Eaten by Lions after Breaking into Game Reserve to Hunt Rhinos.”


P.S. Video of the week: Real leather, without the cow.

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Paul Shapiro
Author of the Washington Post bestseller Clean Meat: How Growing Meat without Animals Will Revolutionize Dinner and the World
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Husband of Toni Okamoto. Author of nat’l bestseller Clean Meat. CEO of The Better Meat Co. Host of Business for Good Podcast. 4x TEDx speaker.

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