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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Radical Transparency in Meat
- Force of Nature delivers nutrient-dense, pasture-raised, 100% grass-finished meats with high standards for animal welfare and ecosystem health.
- The company focuses on transparency and educating consumers to close the gap between expectations and reality in meat production.
Power of Consumer Choice
- The main barrier in food and healthcare systems is misaligned incentives, not malicious intent.
- Consumers hold powerful influence to demand better products and can drive industry change through informed choices.
Verify Meat Claims with Transparency
- Verify claims like antibiotic-free meat by visiting farms, seeing animals, and checking strict protocols.
- Use transparency to build consumer trust and show continuous improvement rather than just relying on packaging claims.