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Last month, Liberty US attended the Future of Food, an event hosted by our office organization, WeWork. Earlier this year, WeWork declared that it would no longer serve meat at company events, nor allow employees to expense meat on the company dollar. We in San Francisco have an inclination to support sustainable initiatives, especially any that are tech focused. As such, a few of us in the San Francisco office attended the panel to gain insight on the green conversation. This is important, as we look to support clients with likeminded initiatives, like sustainable robotic delivery service, Starship Technologies and Natufia, a home garden that is bringing the future of food to your kitchen.

The event consisted of a panel of sustainable tech/ food experts who discussed ways we can integrate green practices into our daily lives and the gaining relevance of food conservation and diminishing waste.

The panel members included:

CEO Josh Tetrick, JUST

CEO Ryan Bethencourt, Wild Earth Pets

VP of Sustainability and Wellbeing, Lindsay Baker, WeWork

Leg Director, Katerina Robin, Senator Nancy Skinner, California State Senate (SD-9)








All panelists educated the audience on the positive environmental impact of plant-based foods. CEO Ryan Bethencourt explored ways in which technology is the most viable option for creating sustainable food options, including integrating other species of plants for food and using engineering to manifest the most pleasant dietary options feasible. Bethencourt focused on technology as the greatest solution for food deficits and how we should be creating new sources of sustenance through the technological advancements available today.

CEO Josh Tetrick of JUST – a company that has the first-ever patent covering machine learning methods and systems for food ingredient discovery – focused on normalizing the conversation around plant-based foods by discussing meat-alternative products alongside meat, by pointing out similarities, not differences. As a communications professional it was interesting to hear how others are using rhetorical techniques to advance their agenda. Tetrick raised great points about the power of language and how products are positioned to play a major role with any brands’ identity.

The panel was met with overall enthusiasm and eagerness to fast forward the sustainability agenda through working together as a community and resetting defaults on learned behavior. The event was followed by a reception catered by plant-based companies, Impossible foods, OmSabor, Alpha, among a variety of others. Looks like we’re in for a tasty (and sustainable) future!

Olivia Mora

Olivia is an Account Executive at Liberty Communications.

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