I hope you realize that when I finished
off in my face was Big Mac I’m gonna let
you load torn eating more vegan food and
you know about all bad vegans so bad
veganism is our low maintenance
iteration of veganism so like
flexitarians bad vegans can still enjoy
the occasional Big Mac but it
understands and embraces people’s love
of me
so it requires ingredients which are as
good as or better than meat in terms of
taste and texture but without being made
from any actual farmyard animals so what
is actual veganism look like well vegan
society says one thing all vegans have
in common is a plant-based diet avoiding
all animal foods that’s awkward I was
full anyway oh oh as well as things like
leather right well it’s becoming a bit
of a pain hang on
excuse me okay
what seems doable oh and anything tested
on animals okay well that’s the makeup
lady completely screws yeah now we do
share a common goal with the vegan
society so we want a meat-free world but
despite the staggering increase in
momentum behind veganism lately even the
most optimistic surveys put the number
of vegans and vegetarians in the UK at
under 6% and we think that bad veganism
needs to draw inspiration from a
different much much more successful of
case study now I’m no fan of religion
personally but as a collective of
movements it would be hard to deny
so what is the genius of religion what
is the true Sunna sake want that it has
well we think it’s the boundless
inclusivity take veganism in contrast
let’s say you sir you were a vegan and
you decided to have one little tiny
solitary juicy Big Mac a year you’re
quickly an ex vegan you’re excluded from
the club or you madam if you were a
vegan and you decided to wear your
favorite leather belt wherever you went
you’ve been doing it for years
you’d be quickly labelled a sociopathic
cow assassin the barriers to entry into
the vegan club are just too high for
most people in 2018 did you know that 84
percent of people who turn vegan and not
reverting eventually back to meat now
religion meanwhile completely different
story everyone’s included and there are
no barriers to entry take this guy
murdered some of your wives no biggie
you can go on to found the Church of
England Catholicism is so pragmatic your
transgressions get a little cubicle to
live in I mean while 62% of Brits say
they feel deterred from going meat free
because of the judgemental attitudes of
vegetarians and vegans around them
now this disenfranchisement means they
lose motivation to participate and
they’re getting knee deep back in bacon
again but who are we who are we to
critique the vegan recruitment of
carnivores well we have some pretty
meaty credentials so let’s rewind and
explain how we got here our journey into
bad veganism starts in the summer of
2012 you couldn’t get a perfect burger
delivered at home so we decided to set
up our own burger delivery company and
take away so we got on a plane and we
flew to the enormous burger Emporium
that calls itself America and we were
there for about three or four weeks and
we managed to shove about 150 to 200
beef burgers into our gluttonous faces
to try and understand the best-in-class
ingredients and recipes hence the very
modest beach where you see at the end of
the trip
then in 2013 we opened our first store
in London and kissing goodbye to our
social lives from that day forth we
became full-time carnival evangelists
now we have to learn how to communicate
with and effectively recruit diehard
meat eaters or we’d fail now I don’t
know if any of you have ever loved a
food enough to send it up to space but
we have and then finally after three
years of stinking like fryers we
successfully sold the business in 2016
here’s our celebrating in the maldives a
few days later you can imagine the
surprise of hotel staff when we went off
to different rooms at the end of each
night now there are only there are only
so many cringe boaters you can pose with
a man who everybody assumes is either
your brother or your lover so we needed
a new problem to solve and get stuck in
back to work so we looked at loads and
loads and loads of concepts this video
we took after forging press passes and
managing to talk our way onto the second
biggest cruise ship in the world just to
get a closer look at the robotic bar
they were operating for a automated
cocktail bar concept we were looking at
we spent weeks trying to reinvent the
humble light switch we even worked in
high street pharmacies to try and
understand how they worked for a new way
we had people to take their prescription
meds I accidentally killed three
pensioners that day we decided after a
year of doing this we really needed to
refine our criteria and so we hid we
nailed it down to three it had to be
good for the world it had to be in a
market we thought was going to grow
enormously and it had to play into our
skills and our experience enter the
biggest pain in humanity’s asks it’s
Spanish flu livestock now in spite of
the global animal Holocaust the fact
that we don’t really live on a planet
rather a gigantic spherical livestock
farm and the fact that a quarter of all
greenhouse gas emissions per year are
emitted from the production cycle of
livestock ninety-four percent of us
still eat meat now unless Donald J is in
the room with us tonight we all know
that is unsustainable so like so many
others before me who either lacked the
willpower or in my case lacked the world
power and literally hate all vegetables
I tried and failed to become a vegan I
lasted about a month or so it was
pathetic after my dismal failure
Pete and I regrouped probably over a
steak and chips
and we realized something quite
extraordinary
that in this one instance I was not
unusual in fact for the first time in
many years I was normal we decided we
needed to find a way to empower engage
and enable the millions of millions of
other normal people who were struggling
with such a jarring change in their diet
now any good movement needs a good means
for recruitment so to develop ours we’ve
just spent the last year traveling all
around the world we toured countless
factories we’ve met with world leading
scientists we’ve tasted every vegan
foodstuff we could get our hands on and
it’s clear to us at least that meat
consumption is circling the plughole in
humanity’s bath it’s really just a
question of what’s going to replace it
and by when the first stop on our tour
was raiding the UK supermarket shelves
now corn is by far the market leader
here and but corns products are made
from a kind of fermented mold you find
in soil with added fix nitrogen and
glucose and some other things would we
really spend on me three days eating
mold probably not there’s also tofu and
seitan the old classics we found their
texture to be something like wet clay
and doormat respectively so with a very
strong sense of deja vu we went back
across the pond now impossible foods is
a US firm they basically made a
plant-based burger and they’ve scienced
it so they’re not so secret ingredient
is an artificial imitation of animal
blood and I make it using genetically
modified yeast it’s really super clever
but do people really yearn for such
heavy science in their food we think not
especially
so speaking of science we turned our
attention to lab-grown meat or clean
meat as it’s also known and that’s
essentially making normal animal meat
but without the usual animal sex and
death
so whenever whenever you watch YouTube
videos on lab-grown meat you’ll be met
with a suspiciously well dressed
scientist with suspiciously white teeth
who goes on to explain
we harmlessly take cells from healthy
animals and then we put them in a
nutrient-rich gel to grow now what our
person doesn’t tell you is that that
nutrient-rich gel is a substance called
FBS fetal bovine serum mm-hmm now how do
you make FBS well you start by excising
a dead cow baby from its recently source
of dead cow mummy then you puncture its
heart with a big needle you extract its
blood you centrifuge it to remove any
impurities and then you process your FBS
from there now despite ongoing efforts
to move away to a different substance
almost every single gram of lab-grown
meat has been produced with FBS it’s
also what makes the meat staggeringly
expensive to make in addition to all
that the texture of lab-grown meat is
currently kind of porridge like at best
the fibrous dense me that we all
recognize is still science fiction right
now so where did all this journey
journey of discovery lead us where it
led us to a realization animals can’t
make protein they just steal it from
plants and waste most of it on farting
so to us it made sense to skip the farts
and go straight to the plants and so to
make life easier for bad vegans
everywhere we made this now
this is genuinely so much like chicken
we made a lifelong vegan throw-up when
he tasted it a few weeks ago actually
happened this is not chicken it’s one of
the launch products from our new company
not me not chicken is made of peas and
soybeans we use state-of-the-art
technology to make the plants taste look
and feel just like me it’s all natural
and because meat gets all of its
nutrient gains from plants we’re able to
reproduce all those same meaty building
blocks using plants now a cow or a
chicken cannot change its nutritional
profile it’s pretty much stuck being a
cow or a chicken we however are free to
optimize our recipes so we can offer
people a kind of super meat so it’s
higher in protein it’s lower in calories
it has less fat has no nitrates no
antibiotics it’s the whole package
because we can guilt-trip the 94% as
much as we like but until we can offer
them something that’s not the same as
but better than meat we’re not going to
seek our nursing homes anytime soon
I’d like to draw on an analogy that’s
less controversial than religion so
pretty much any other analogy have a
look at this it’s one of the most
depressing cars ever produced
it’s the all-electric gee-whiz and it
was designed to save the world from all
the destruction of the petrol engine and
the diesel engine to slow and feeble for
legal motorway driving and way too
hideous for any shopping trips you want
to go on you are pretty much consigned
to the school run in this car although
you might not want to expose even the
most irritating children to the perilous
risks of crashing a g-wiz the g-wiz was
kind of automotive tofu it wasn’t better
than a petrol car in the same way that
tofu is not better than meat and they
both lack structural integrity and good
tastes
now that takes us to one of the finest
cars ever produced by humankind safe
practical cheap frugal still slightly
hideous
it’s the Toyota Prius now the Prius is a
hybrid car so a kind of bridge between
fully electric and fully petrol cars or
the bad vegans choice of car now unlike
the g-wiz that was launched around the
same time
Toyota sold four and a half million
Priuses in over 90 countries since its
launched and you know what that means a
saving of 77 million tons of co2 versus
the petrol equivalents this best of both
car has paved the way for fully electric
cars to actually become mainstream over
time as a transition I love it so much I
over the coming years we and countless
others like us will produce better than
meat products and hopefully with those
products we can change the world by
recruiting millions of good meat eaters
and turning them into bad vegans to pave
the way for our meatless future because
being bad has never done so much good
thanks for listening [Applause]
off in my face was Big Mac I’m gonna let
you load torn eating more vegan food and
you know about all bad vegans so bad
veganism is our low maintenance
iteration of veganism so like
flexitarians bad vegans can still enjoy
the occasional Big Mac but it
understands and embraces people’s love
of me
so it requires ingredients which are as
good as or better than meat in terms of
taste and texture but without being made
from any actual farmyard animals so what
is actual veganism look like well vegan
society says one thing all vegans have
in common is a plant-based diet avoiding
all animal foods that’s awkward I was
full anyway oh oh as well as things like
leather right well it’s becoming a bit
of a pain hang on
excuse me okay
what seems doable oh and anything tested
on animals okay well that’s the makeup
lady completely screws yeah now we do
share a common goal with the vegan
society so we want a meat-free world but
despite the staggering increase in
momentum behind veganism lately even the
most optimistic surveys put the number
of vegans and vegetarians in the UK at
under 6% and we think that bad veganism
needs to draw inspiration from a
different much much more successful of
case study now I’m no fan of religion
personally but as a collective of
movements it would be hard to deny
so what is the genius of religion what
is the true Sunna sake want that it has
well we think it’s the boundless
inclusivity take veganism in contrast
let’s say you sir you were a vegan and
you decided to have one little tiny
solitary juicy Big Mac a year you’re
quickly an ex vegan you’re excluded from
the club or you madam if you were a
vegan and you decided to wear your
favorite leather belt wherever you went
you’ve been doing it for years
you’d be quickly labelled a sociopathic
cow assassin the barriers to entry into
the vegan club are just too high for
most people in 2018 did you know that 84
percent of people who turn vegan and not
reverting eventually back to meat now
religion meanwhile completely different
story everyone’s included and there are
no barriers to entry take this guy
murdered some of your wives no biggie
you can go on to found the Church of
England Catholicism is so pragmatic your
transgressions get a little cubicle to
live in I mean while 62% of Brits say
they feel deterred from going meat free
because of the judgemental attitudes of
vegetarians and vegans around them
now this disenfranchisement means they
lose motivation to participate and
they’re getting knee deep back in bacon
again but who are we who are we to
critique the vegan recruitment of
carnivores well we have some pretty
meaty credentials so let’s rewind and
explain how we got here our journey into
bad veganism starts in the summer of
2012 you couldn’t get a perfect burger
delivered at home so we decided to set
up our own burger delivery company and
take away so we got on a plane and we
flew to the enormous burger Emporium
that calls itself America and we were
there for about three or four weeks and
we managed to shove about 150 to 200
beef burgers into our gluttonous faces
to try and understand the best-in-class
ingredients and recipes hence the very
modest beach where you see at the end of
the trip
then in 2013 we opened our first store
in London and kissing goodbye to our
social lives from that day forth we
became full-time carnival evangelists
now we have to learn how to communicate
with and effectively recruit diehard
meat eaters or we’d fail now I don’t
know if any of you have ever loved a
food enough to send it up to space but
we have and then finally after three
years of stinking like fryers we
successfully sold the business in 2016
here’s our celebrating in the maldives a
few days later you can imagine the
surprise of hotel staff when we went off
to different rooms at the end of each
night now there are only there are only
so many cringe boaters you can pose with
a man who everybody assumes is either
your brother or your lover so we needed
a new problem to solve and get stuck in
back to work so we looked at loads and
loads and loads of concepts this video
we took after forging press passes and
managing to talk our way onto the second
biggest cruise ship in the world just to
get a closer look at the robotic bar
they were operating for a automated
cocktail bar concept we were looking at
we spent weeks trying to reinvent the
humble light switch we even worked in
high street pharmacies to try and
understand how they worked for a new way
we had people to take their prescription
meds I accidentally killed three
pensioners that day we decided after a
year of doing this we really needed to
refine our criteria and so we hid we
nailed it down to three it had to be
good for the world it had to be in a
market we thought was going to grow
enormously and it had to play into our
skills and our experience enter the
biggest pain in humanity’s asks it’s
Spanish flu livestock now in spite of
the global animal Holocaust the fact
that we don’t really live on a planet
rather a gigantic spherical livestock
farm and the fact that a quarter of all
greenhouse gas emissions per year are
emitted from the production cycle of
livestock ninety-four percent of us
still eat meat now unless Donald J is in
the room with us tonight we all know
that is unsustainable so like so many
others before me who either lacked the
willpower or in my case lacked the world
power and literally hate all vegetables
I tried and failed to become a vegan I
lasted about a month or so it was
pathetic after my dismal failure
Pete and I regrouped probably over a
steak and chips
and we realized something quite
extraordinary
that in this one instance I was not
unusual in fact for the first time in
many years I was normal we decided we
needed to find a way to empower engage
and enable the millions of millions of
other normal people who were struggling
with such a jarring change in their diet
now any good movement needs a good means
for recruitment so to develop ours we’ve
just spent the last year traveling all
around the world we toured countless
factories we’ve met with world leading
scientists we’ve tasted every vegan
foodstuff we could get our hands on and
it’s clear to us at least that meat
consumption is circling the plughole in
humanity’s bath it’s really just a
question of what’s going to replace it
and by when the first stop on our tour
was raiding the UK supermarket shelves
now corn is by far the market leader
here and but corns products are made
from a kind of fermented mold you find
in soil with added fix nitrogen and
glucose and some other things would we
really spend on me three days eating
mold probably not there’s also tofu and
seitan the old classics we found their
texture to be something like wet clay
and doormat respectively so with a very
strong sense of deja vu we went back
across the pond now impossible foods is
a US firm they basically made a
plant-based burger and they’ve scienced
it so they’re not so secret ingredient
is an artificial imitation of animal
blood and I make it using genetically
modified yeast it’s really super clever
but do people really yearn for such
heavy science in their food we think not
especially
so speaking of science we turned our
attention to lab-grown meat or clean
meat as it’s also known and that’s
essentially making normal animal meat
but without the usual animal sex and
death
so whenever whenever you watch YouTube
videos on lab-grown meat you’ll be met
with a suspiciously well dressed
scientist with suspiciously white teeth
who goes on to explain
we harmlessly take cells from healthy
animals and then we put them in a
nutrient-rich gel to grow now what our
person doesn’t tell you is that that
nutrient-rich gel is a substance called
FBS fetal bovine serum mm-hmm now how do
you make FBS well you start by excising
a dead cow baby from its recently source
of dead cow mummy then you puncture its
heart with a big needle you extract its
blood you centrifuge it to remove any
impurities and then you process your FBS
from there now despite ongoing efforts
to move away to a different substance
almost every single gram of lab-grown
meat has been produced with FBS it’s
also what makes the meat staggeringly
expensive to make in addition to all
that the texture of lab-grown meat is
currently kind of porridge like at best
the fibrous dense me that we all
recognize is still science fiction right
now so where did all this journey
journey of discovery lead us where it
led us to a realization animals can’t
make protein they just steal it from
plants and waste most of it on farting
so to us it made sense to skip the farts
and go straight to the plants and so to
make life easier for bad vegans
everywhere we made this now
this is genuinely so much like chicken
we made a lifelong vegan throw-up when
he tasted it a few weeks ago actually
happened this is not chicken it’s one of
the launch products from our new company
not me not chicken is made of peas and
soybeans we use state-of-the-art
technology to make the plants taste look
and feel just like me it’s all natural
and because meat gets all of its
nutrient gains from plants we’re able to
reproduce all those same meaty building
blocks using plants now a cow or a
chicken cannot change its nutritional
profile it’s pretty much stuck being a
cow or a chicken we however are free to
optimize our recipes so we can offer
people a kind of super meat so it’s
higher in protein it’s lower in calories
it has less fat has no nitrates no
antibiotics it’s the whole package
because we can guilt-trip the 94% as
much as we like but until we can offer
them something that’s not the same as
but better than meat we’re not going to
seek our nursing homes anytime soon
I’d like to draw on an analogy that’s
less controversial than religion so
pretty much any other analogy have a
look at this it’s one of the most
depressing cars ever produced
it’s the all-electric gee-whiz and it
was designed to save the world from all
the destruction of the petrol engine and
the diesel engine to slow and feeble for
legal motorway driving and way too
hideous for any shopping trips you want
to go on you are pretty much consigned
to the school run in this car although
you might not want to expose even the
most irritating children to the perilous
risks of crashing a g-wiz the g-wiz was
kind of automotive tofu it wasn’t better
than a petrol car in the same way that
tofu is not better than meat and they
both lack structural integrity and good
tastes
now that takes us to one of the finest
cars ever produced by humankind safe
practical cheap frugal still slightly
hideous
it’s the Toyota Prius now the Prius is a
hybrid car so a kind of bridge between
fully electric and fully petrol cars or
the bad vegans choice of car now unlike
the g-wiz that was launched around the
same time
Toyota sold four and a half million
Priuses in over 90 countries since its
launched and you know what that means a
saving of 77 million tons of co2 versus
the petrol equivalents this best of both
car has paved the way for fully electric
cars to actually become mainstream over
time as a transition I love it so much I
over the coming years we and countless
others like us will produce better than
meat products and hopefully with those
products we can change the world by
recruiting millions of good meat eaters
and turning them into bad vegans to pave
the way for our meatless future because
being bad has never done so much good
thanks for listening [Applause]
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