Fitt Insider
284. Robby Sansom, Co-Founder & CEO of Force of Nature
Apr 15, 2025
Robby Sansom, co-founder and CEO of Force of Nature, leads a radical approach to ethical meat production that emphasizes animal welfare and soil regeneration. He discusses the true cost of cheap food and the environmental impact of our current food system. The conversation highlights the importance of transparency and educating consumers about sustainable practices. Robby also shares insights into reshaping consumer habits and the challenges of fostering healthier eating patterns in a profit-driven industry.
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Quick takeaways
- Force of Nature exemplifies a new standard in meat production by prioritizing animal welfare and environmental sustainability over conventional industrial practices.
- Robby Sansom emphasizes the importance of transparency and consumer education to shift perceptions about the true cost of ethically produced food.
Deep dives
The Importance of Ethical Meat Production
Ethical meat production emphasizes the need for transparency and responsibility within the food system. Producers should not only avoid antibiotics but also ensure that meat labeled as 'antibiotic-free' truly meets this standard, as antibiotic residues can impact consumer health. Companies like Force of Nature aim to redefine agriculture by prioritizing animal welfare and environmental impact, which contrasts sharply with the practices of industrial agriculture known for its errors. This commitment to ethical practices seeks to empower consumers with knowledge about their food choices and encourage a more values-driven market.
