284. Robby Sansom, Co-Founder & CEO of Force of Nature

Today, I'm joined by Robby Sansom, co-founder & CEO of Force of Nature. Setting a new standard for the industry, Force of Nature delivers pasture-raised, 100% grass-finished, nutrient-dense proteins that prioritize animal welfare and soil regeneration. In this episode, we discuss building a radically transparent, values-driven meat company. We also cover:   The real cost of cheaply produced food Reshaping consumer perception and habits Restoring ecosystems with climate-friendly farming   Subscribe to the podcast → insider.fitt.co/podcastSubscribe to our newsletter → insider.fitt.co/subscribeFollow us on LinkedIn → linkedin.com/company/fittinsider Force of Nature Website: https://forceofnature.com/IG: https://www.instagram.com/forceofnaturemeats/ The Fitt Insider Podcast is brought to you by EGYM. Visit EGYM.com to learn more about its smart workout solutions for fitness and health facilities. Fitt Talent: https://talent.fitt.co/Consulting: https://consulting.fitt.co/Investments: https://capital.fitt.co/ Chapters: (00:00) Introduction (01:30) Force of Nature's mission (04:00) Problems with our current food system (06:30) Agriculture's impact on global land use (09:00) Misaligned incentives in food production (12:30) Creating transparency and authenticity in meat production (16:15) How Force of Nature ensures quality and integrity (18:45) Testing every batch for antibiotic residue (21:15) Connecting consumers back to their food system (24:30) Changing consumer perception about food pricing (28:15) The commoditization of chicken and its problems (31:45) Force of Nature's poultry program and higher standards (35:15) The ancestral blend and incorporating organ meats (37:30) Future roadmap (40:00) Conclusion