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Our process, for example, is very resource light, we can put assets anywhere in the world, it can be close to the end source of demand or production. We're less reliant on a lot of the upstream inputs or agricultural processes, and that probably extends to a lot of these fermentation technologies.

 In our process growing Fy protein, we use 99% less land, 99% less water, and 94% less greenhouse gases than traditional beef production.

There's a future world where it will be relatively common for brands to not only potentially be required to, but on their own accord, put on labels or on their website, or just generally be more transparent about their environmental footprints. 

In Asia, for example, where fermented products like soy and so forth have been around forever, it's received better.

Our argument is that fermentation has been around for centuries, that's where beer and wine and bread come from. But there is something about the fact that, on our label, we're called “a nutritional fungi protein.” 

the third wave beyond that – and it's not totally mutually exclusive—is the cellular agriculture wave. It's a little bit of a different animal, pun intended, because cellular agriculture is intending to recreate animal tissue in a lab. 

Wave two, which we're entering now—and Fy is very much a part of this—is broadly fermented proteins.

Within that overarching context, I think about this market as progressing in waves. We're on the tail end of wave one—wave one being this big resurgence, rebranding, or emergence of plant proteins.

Globally, the latest numbers I've seen say something like 1% to 2% of all protein consumption is considered alternative protein.