Imagine you’re an internet billionaire. Now come back from your Hawaiian estate for a second—imagine you’re the kind of internet billionaire who wants to improve the food system and ensure accessibility to nutrient-rich foods for all well into the future.

Do you spend billions guiding people’s food tastes and demands toward existing sustainable foods? Or do you invest in creating more sustainable versions of currently craveable foods, to satisfy a population growing to 9 billion by 2050?

2014 has been a spectacular year for food technology, from RoboBees to drones changing the way you eat. But one of the most interesting, immediate, and controversial food technology issues is the pursuit of high-end substitutes for animal products, especially within the good