In his 2021 book 'How to Avoid a Climate Disaster', Bill Gates stated explicitly that all rich countries should shift to 100 percent synthetic beef to reduce the methane and land-use emissions from cattle livestock. Gates cited his investments in Impossible Foods and Beyond Meat as evidence the products had become commercially viable and argued consumers 'can get used to' any remaining taste difference. The statement made Gates one of the most prominent public voices calling for a mandated protein transition in developed economies.