Fitt Insider15 Apr 2025

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

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Force of Nature Website: https://forceofnature.com/
IG: https://www.instagram.com/forceofnaturemeats/

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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

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