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brown, and after 25 years as a researcher at stanford s medical school, i asked him why he suddenly decided to enter the food industry. i decided the use of animals in food production was an absolute environmental catastrophe. this biodiversity collapse got me going and since nobody was trying to solve the problem. nobody really thought it was possible to completely replace that whole industry, i felt like, well, i mean, it s not my job, but, yeah, it is my job because no one else is doing it. so, that s what i did. as a scientist, i knew it was possible. i knew it wasn t easy, but i knew it was doable. wasn t impossible, hence the name. indeed. help us understand the difference. we know the toll it takes on the environment, animal food production. how different what you re doing is. i don t think people realize this is a climate change story. oh, absolutely.