Just yesterday my brother was telling me he has a kidney stone so needs to avoid animal protein - asked me what vegetarian proteins there are besides soy, which he also can't eat. I thought he was joking because he's in the medical field, very well educated, but he actually didn't even know this basic info.

Starting from this widespread lack of basic knowledge around alternative protein sources and the impact on climate, effectively communicating/educating could lead to a potentially significant shift in climate change and animal suffering. Current efforts don't seem to be reaching many people. If this startup can do it, that'd be fantastic.