Bruce Friedrich

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Bruce Gregory Friedrich (born August 7, 1969) is executive director of The Good Food Institute (GFI) and founding partner of New Crop Capital (NCC), organizations focused on replacing animal products with plant and culture-based alternatives. Friedrich serves on the advisory board of the Christian Vegetarian Association and is a founding member of the Society of Ethical and Religious Vegetarians.


  • Jesus' message is about love and compassion, but there is nothing loving or compassionate at factory farms and slaughterhouses, where billions of animals endure miserable lives and die violent deaths. Jesus mandates kindness and mercy for all God's creatures. He'd be appalled by the suffering that we inflict on animals today to indulge our acquired taste for their flesh. Catholics, and all Christians, have a choice. When we sit down to eat, we can add to the violence, misery and death in the world, or we can respect God's creatures with a vegetarian diet. I believe we're obligated to make choices that are as merciful as possible, and we can all do that at the dinner table with a vegetarian diet. There won't be any factory farms and slaughterhouses in heaven.

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