In his previous life, Max Elder worked as a futurist, where he helped food brands develop strategies for the future. One of his primary motivations in this work was the hope that he could help steer them away from animal agriculture and towards a future centered around more humane and sustainable foods. Over time, however, Elder realized that to have a meaningful impact, he'd have to create his own product. So in late 2020, Elder left his job as a futurist and created a plant-based meat company. With Nowadays, Elder envisions a future where he can have a bigger impact by scaling meat utilizing production techniques perfected for traditional animal agriculture. In this episode, we talk about his transition from strategist to entrepreneur and Elder puts his futurist hat back on to look at where things are going in the world of alternative protein.