Robby Sansom is the co-founder and CEO of Force of Nature, a regenerative meat company on a mission to revolutionize the global food system. With a background in sustainability and ethical sourcing, Robby has positioned Force of Nature at the forefront of the regenerative agriculture movement—pushing for higher standards, better transparency, and real impact across the meat industry.

Robby Sansom returns to break down how the company has evolved since his last appearance—and why they just relaunched chicken with the most rigorous standards in the industry. From the failures of mainstream food labeling to the hidden cost of doing things the right way, Robby unpacks the complexity of regenerative agriculture, the dirty truth behind chicken production, and how Force of Nature is building trust through transparency, not trends.

What we cover:
- The evolution of Force of Nature since 2023
- The failure of claims like “organic” and “pasture-raised”
- Off-farm environmental impact most brands ignore
- The reality of pricing premium meat in a commodified market
- Force of Nature’s long-term play to change the food system

Timestamps:
(00:00) Introduction
(02:30) Building regenerative supply chains at scale
(05:45) Rise of consumer skepticism and demand for transparency
(10:00) The hidden cost of cheap food and pricing tension
(16:00) Why they paused and relaunched chicken
(22:00) Off-farm environmental impact of poultry feed
(28:00) Their new protocol: no Cornish Cross, no confinement
(34:00) Why “free to range” replaces pasture-raised
(46:30) Nuance vs. claims in a commodified market
(53:00) Creating a new standard beyond certifications

*LINKS*

Check out Noble Origins- 100% grass-fed beef protein with added collagen, colostrum and organs: we created a clean and simple protein powder with all of the nutrient-dense parts of the cow included. It's great for a post-workout shake to build muscle or for a low calorie treat to burn body fat or for hormonal regulation because the added nutrients from the collagen, colostrum, and organ complex. Use code MEATMAFIA for 15% OFF your order!

Connect with Robby:
Force of Nature

Connect with Brett:
Instagram
X

Connect with Harry:
Instagram
X

Connect with Meat Mafia:
Instagram - Meat Mafia
X - Meat Mafia
YouTube - Meat Mafia

Connect with Noble Protein:
Website - Noble Protein
X - Noble Protein
Instagram - Noble Protein

WW085: Weltenreise – Mit dem Motorrad ins Abenteuer und zurück – mit Rolf Lange