Jeff 'Trip' Tripician is the CEO of cultivated meat pioneer Meatable. Meatable makes real meat from animal cells, without hurting animals or the planet. Trip is a meat industry executive with over 35 years of experience. Throughout his career, he's recognized the pressing need for change and innovation to tackle the world's biggest challenges. This realization has driven his journey through the agricultural and meat industries'with a strong focus on quality, sustainable proteins'and has transformed his initial quest for independence and the ability to feed his family into a mission to revolutionize food production. Starting at Procter & Gamble, his path led to Sara Lee Meat Group, where he created the Milk Mustache campaign. During his tenure in the dairy industry he witnessed first-hand the ability of companies to simultaneously effect change for the greater good of society and their business's bottom line. His subsequent roles at Niman Ranch and Perdue Premium Meat Company taught him the significance and value of humane, sustainable practices, paving the way for his current role at Meatable.