The alternative protein industry, which includes plant-based meat and seafood, cultivated meats, and fermented foods, has seen a decline in sales over the past two years, leading to questions about its future. A report suggests that to scale, the industry needs robust public sector funding, similar to the support given to electric vehicles. The report highlights the potential of alternative proteins to reduce greenhouse gas emissions from animal agriculture. However, the industry faces cultural and political challenges, including backlash from conservatives and recent bans on lab-grown meat in Florida and Alabama. Despite these challenges, advocates argue that with a compelling narrative and strong evidence on their side, the alternative protein industry can still make a significant impact.