Okay. Okay, cool. So we'll knock out our pixels and all we're going to do is let's grab the pixel first. And yeah, you don't have it bookmarked on this computer. So let me just show you how to get to it. So just click on business settings, the tab that's open at the top, business settings. And then to the left, actually, no, we'll do it from here. We'll do it from here. So go ahead and click on, we clicked on data sources, we clicked on pixels and we're going to add it right here. So go ahead and click on that blue button add. So this is this is one area you can set it up, which I don't want to confuse you or overwhelm you, but we'll just do it here. This is what we'll do it here. So you can name that whatever you want.  It doesn't really need to be there. We'll just name it the same as everything else North Florida Rotor. Everything is under North Florida Rotor or pixel or add account or our business manager name at the top left. Everything is North Florida Rotor. Perfect. So just click on continue. Okay, cool. So over here is going to allow us to copy it. So can you move this up or can you get rid of that zoom? There we go. Okay, perfect. So yeah, hide that perfect. Cool. Okay, that's better. So go ahead and click on set up the pixel now we'll click on that. And then it'll take us to the page where all we're going to do is manually add pixel code to website that one right there. Click on that one. And then over here, we're going to scroll down to number two. That's number one right there. We're going to scroll down to number two. And we're going to make sure that everything is turned. Turn it. Turn it hit the blue. Yeah, hit that click on that. And then let's turn it back on. So click it again. Perfect. So now scroll down a bit. So we always want to make sure this is all blue. So all that information is blue and all that is is just watch if you scroll back up. And if you just read it, it just is just giving Facebook more flexibility. So use number two, use information that your customers have already provided to your business such as their email. So this just comes down to custom audiences in the future. The more data from these leads, the better. So scroll back up all we're going to do. So long story short, we just want to make sure all that's blue. Okay, cool.  And then all you're going to do is hover over number one. So all this code right here. Hover over that code down at the bottom. Right there. Click. Click. Perfect. So you just copied it. Okay, so you just copied it. In fact, do it again. Which I think you're you did it the right way, but let's get out of that drop down. Yeah, so just go to all that. Yeah, click. Okay, cool. You're copied. Okay, cool. So now all we're going to do is we're going to click on continue. So it should be copied and all we're going to do is take it to Cartier to paste it. So now we'll just cancel out of this one. So X out of this we're done with this one. So we have the code copied. Now all we have to do is go to Cartier. And we're going to add it to our pages. So these are we have the sequence one and then we have the seller guide call confirmed. They actually have to go on all of them. So let's just start with, let's start with, I guess, let's start with any of them because it's all the same thing. Once you know how to do one, you'll know how to do all of them. But just go and open up anyone click on the three dots and then go to edit. So you can do, you can do any of them. We'll just do all of them. Yeah, edit. And then we'll come into here. And then go and click on click on edit the green one again. And then that will bring us into the builder. And then we'll paste it in right over here. Super simple. Once we go in, we're going to click on settings in the top left. And then it'll take us to the tracking tracking code. Okay, cool. So there's settings. And then you'll see tracking code. Okay, perfect. So all you're going to do is scroll all the way to the bottom. And you'll see Facebook tracking. So right there just click in that box and paste. That's it, man. That is your, your Facebook pixel. So go and click apply. And then now we'll just go to the top left, click on actions. And there's a, there's a three click exit. We're going to save progress. And then once, once this saves, we'll exit of this. And then we're going to go back to the green button. Yes, so just hit that X on the saving progress. X that out.   That's one reason why Facebook or one reason. Yeah, one reason why and just how go to close out of this. Yeah, close out and then actions one more time and then return to dashboard. That's it. So those are your three clicks. Save progress, publish live and return to dashboard. But it's that pixel that's on pretty much everyone's website nowadays. So hit exit. What about this year? Yeah, hit exit, the red one exit. That little pixel allows Facebook to grab data like never before. So, so now we got to just put them on all the pages. And then, and then we're going to, we're going to test them. You have the tracking code. So go and click on that and go and paste that in real quick. But then at the top, you have SEO parameters. So yeah, scroll down, go and paste it in. And then click apply. And then just hit the hit the back. Yeah, so apply and then just go to the top left tracking codes, hit that back arrow. Yeah, that one. So over here, the very, the very first two things that I do when I come into a cartridge page, very first two things is I'll put that pixel tracking code right away. But then what I also do is I click on SEO parameters. Super, super important. Click on SEO parameters. And I'll always want to double check the title. That's right there. That call confirmed that title, you can you can put whatever you want. But you always want to put something that pertains to the page obviously just like your tabs at the top you got zoom in one hour. You got the David Canterell's personal meeting. You got the Facebook business settings 69 and parentheses. Those are your titles. So whatever page of persons on make sure that that title says something, you know, relevant. Okay. So that's cool for this one. This is called confirmed. This is a page that they go to after they schedule a call. So that's fine call confirmed. Perfect. So just scroll down whenever you change anything actually actually go back real quick. Settings and then and then SEO parameters. Whenever you change anything in here so if you would have just added a thank you your call is confirmed. If you would have anything you always want to click apply at the bottom. So any changes up in there always make sure you click the green button below apply. Okay. If you don't do anything then obviously you don't need to. So say progress, publish live and then return to dashboard. That's the same process for all the other pages. Let me have you let me have you download something real quick just so we can we can test so as we're going we can test that pixel open up a new tab and just go to Google just go to Google.com. And then all you're going to type in there is Facebook pixel helper and it should pop play Facebook pixel. You should see in the drop down right there pixel helper perfect. So install this thing right here click on that first one. And all this is it's a free plugin it sits right there at the top just with your like your other ones do add to Chrome. And this just yeah add extension. This just simply allows you to know who's pixeling you. Now, I don't do it for that reason I don't have it up there to really track or care who's pixeling me I don't care who I'm on websites all damn day everyone's pixeling me I don't even care about that. My for my testing. So now that we get to a couple of your pages. Let's go test your pages. So back to Cartra. In fact you know what go back to the pixel helper tab real quick to the right and then just hit that right right where you see your profile picture in the top right to the left of that you have that little hammer looking thing. Click on that. Yeah. And let's just pin it. So click on that. And let's just look for the Facebook pixel helper it's the third one down. Go ahead and pin it. And stay at the top. Perfect. Okay, cool. So whenever you're on a webpage, like this one for example, this exact one. We're on this webpage and they are not Facebook pixeling us there.  This right here lets us know that that pixel that they don't have a pixel because that icon at the top right is not lit up it's gray. It's shaded gray just like your Adobe just like your two buddy. They're all shaded gray. If this website was pixeling us that would light up. So you just put your pixel on your page. Let's go to Cartra. Let's grab which icon was this one or is it. It's that one right there right there. Yeah. That's the one. So it's shaded gray. So whenever you're on a random website and they're not pixeling you, you'll know they're not because that thing is not lit up. Okay, when you're on a website and it lights up, you know they're picking you. So again, I just do it for my case for my, you know, personal testing so go to go to Cartra. Let's click on the dots, three dots of the ones that we already did sequence one or maybe the call confirm click on the dots. Get code or link. So get code or link and let's just grab this link and get the page link. We'll just copy it and then and then. Yeah, go in and copy the whole thing and just open it up in a new tab. And if that pixel was installed correctly which which I mean for sure it was but you never know that's why we're testing but when you paste in that link and open it up that pixel helper icon to the right should light up. There it is there. So if you click on it go to click on it, you'll see your name so you'll see now you're seeing your watch go to click on it, you're going to see your name right here. Because we're logged in, you're on your computer we're logged into Facebook. But if I look at if I'm on your page from my end, and I have the Facebook pixel helper.  Name of it because you're it's on your end but I wouldn't see North Florida realtor. Okay, okay, no doesn't matter but I'm just saying it's not it's not something that anybody else would see the name of it. But they'll know your pixeling them if they have the pixel helper which normally only marketers have that Facebook pixel helper the random average consumer has no idea what the hell that is. You know, so they don't have that they don't care who's, you know, so, so that's good so now our pixels on this page our pixels on the other page. And that's all we got to do man is is add this pixel to these pages. And you know what, we might as well, we might as well. Set up some custom audiences, since it's only these couple pages let's just knock that out here on this call as well. Go ahead and we got to, we got to finish putting the code on these two these last two. Let's go ahead and do that let's go to do that real quick and then and then we're going to set up some custom audiences. Perfect so now Facebook is reading the pay that's why that's why when you install a pixel. You always want to grab that link, open it up in a new tab. So Facebook can read it for the first time. That's why that red dot went green because Facebook read it for the first time. Where's a lot was it under a business info. No I'm glad we're here because you're not going to find it from here I'll show you where to find it, but but before we get there let's let's add we have to everything is always tied to a person.  The same with the pixel, we have to add yourself so click on add people to the right you'll see it to the very very right add people. Right in the middle. Yeah, so click on add people and you'll go in add yourself to the top left David Blair just click on that blue.  You can shade that greater to blue. Perfect. A sign. Okay, cool. So the pixel is tied to you at the end of the day is tied to David Blair, which which David Blair is tied to North Florida rotor. And then one thing click on connected assets, we may, we may need to connect the ad account click on add assets right at the top at assets. So the pixel not only needs to be tied to you, but the pixel also needs to be tied to your ad account, which is that one. So go ahead and click on add. And we're good. We're good. So now let's click on the dodge to the left top top left. Let me show you where to get the pixel. So click on events manager. I always that would know that I would normally have you bookmark. But when you get back to your to your to your and I'm recording all this for you so you'll all send you this recording later on today. But when you get back to your actual computer. This is where we should be bookmarking it from. So right here. If you if you scroll down just a bit. Right there. You click on add events. In fact, what I would do is I would have you bookmark it from here. I would have you bookmark it from here and name this one pixel. So, again, you can either bookmark it here on this computer or just, you know, playback this video later and bookmark it on your computer. But yeah, actually wouldn't be in bookmarks folder but you would have it in as manager folder, but you could do that later. But but yeah, this is this is your pixel because all we're going to do is we're going to click on add events right there towards the bottom add events that drop down. Add events. And then you're going to go from a new website and then install code manually. And then all we're going to do is click on this green copy code. And that's it. So that's your pixel so click on continue. And here you'll see all of the those data points blue. And so we saw the on the other page and then so just click continue. And then we're good and then you can just, you could just, you could just cancel out of this we don't we don't need this one anymore so now we have it. We have a copy so now just take it to the cartridge page and paste it in on that other page. Yeah, the thank you page and then the opt in page perfect. So just that link. Now here's another thing so yeah go ahead and open it up. So as I'm as I'm exiting that page. I published live, I grabbed the link so I can I can make sure that my pixel helper. Click on it, make sure that that lights up make sure that that's my pixel. I want to make sure that I see my my name north. Go ahead and click on the pixel helper. I want to make sure that it says right there north. Okay, so we're good. So, so we're good. So, so as I'm exiting and then here's the next thing I do so go back to cartridge. As I'm exiting, I published live I grabbed the link, but what I also want to do is I want to edit that link. I always want to edit that link.  Right I don't that link I don't want no one I need I need that link to say something so go ahead and click on the pencil. And have we integrated our domain to this yet. I don't think so. Okay we're going to we got to do that then to we got to do that for sure hit that drop down to the left, the David Blair dot cartridge. The drop down right where your link is yeah right there. So right here when you click on that so again what I'm trying to explain here is as I exit the page I say progress I published live. I get that link I open up in a new tab so Facebook can read the pixel for the first time. And then what I also do right away is all customize that link.  Once we integrate that domain we'll see it right there in the drop down. So I'll just hit the drop down I'll choose my domain, and then I customize that back end part that j e 0404 whatever the hell is all customized that part so let's say for example, David Blair's David Blair David Blair dot com forward slash seller guide. David Blair calm forward slash call confirmed David dot com forward slash. Thank you for downloading or whatever right so I'm always going to hit that drop down choose my domain and customize that back end. So, okay, in this case, we don't have our domain just yet, but let's just customize that back end customize that j e 0404 whatever the hell yeah customize that so let's so this is our so this is our opt in page. So I would put something like seller guide, I put something like download your seller guide now, or something like that. Download download now, or something like that. Yeah, download now. Perfect. So hit the check mark, the green the green check to the right. And there's that link. So again, it would be your custom domain calm forward slash download now. Okay, so we just have to we just have to have to integrate your domain which we should do we should we yeah we need to do that before we set the custom audiences, we need that domain to be exactly what it's going to be. Okay, because that custom audiences based on that exact link. Right.  So now we have the pixel. And we've already saved progress we already published live so now we can just go actions and return to dashboard. So, let's let's let's integrate the domain first we got we have to do that that that's that's that's the most important. So maybe maybe want to do custom audiences on our next call. What domain are we going to be using what domains do you have. Go to go daddy or go wherever you have your domains at, or you know another question, or maybe the question I should ask is, which is the domain we integrated with Facebook. I think it was the top agents ranked net. Okay, that's the one we'll want to use for Karcher then. So where do I go back to Karcher. Actually we need to go to go daddy so yeah login login to go daddy. Okay, so we'll need to. We'll need to add a link here in the settings over here. Okay perfect so let's just find that domain and all we're going to do is go to the DNS settings. Okay, go ahead and so you're under my products. So if you scroll down. You should see all the, all your, there's your domains perfect. So yeah so. So you already have North Florida realtor going somewhere. Which one. Yeah the North Florida realtor that's going to your other page huh. I'm trying to think let's see North Florida realtor.com actually. Does it go to that other landing page that you had, that you had done. Remember you showed me that other page. Oh it's North Florida realtor. Yeah I'm pretty sure this one's going to that other. Yeah the other page. Yeah it is. Yeah okay okay. Which I'm fine with. I mean that's what I got that NorthFolderRealtor.com that's what I got the. I bought that for the landing page so I mean I can. I mean I can use that. I'm fine with using that. Totally up to you. That's the name of everything. That's the name of your, of your yeah that's I would, I would rock with that name if anything or even David Blair sells. That's a good one too. David Blair sells because we're you know giving away a seller guide. So that could be a really good one too. My company website right now I believe. Okay gotcha gotcha. Okay no worries. It's totally up to you man. Totally up to you whichever one. We just want, we just want the Facebook one to be the same as the one we're going to integrate with cartridge. So whatever if we need to switch out. Okay. Okay. Yeah click on the dots and then all you're going to do is go to the DNS settings manage DNS. Okay so what we'll do also so yeah we got to get over here real quick and then let's let's do this real quick while we're while we're here. Let me look at these settings really quick. All we're going to do so scroll down. These are the records that we're going to we're going to simply add a record to. So right now the C name. All these ones up here the WHM. Let me look at well hold on one second. Let me do something real quick David I was just thinking of something because we just did some. So let's just double check. Okay so yeah so you can leave this one here. Let's go back to Facebook real quick the events manager let's just double check that domain over there because we'll want wanted to be the same. So let's go to the events manager tab and then we'll go to click the dots in the top left and we'll go to business settings. And then to the left you'll just scroll down and click on brand safety. Let's just double check that domain real quick. Yeah domains and then this one over here. So we're good. Perfect we're good. Okay cool so top rank let's leave it at that. That's one will integrate to Karcha so let's go to Karcha and then all we're going to do is we're going to click on your profile picture in the top right click on that and then you're going to scroll down and go to custom domains. Okay perfect and then all we're going to do is hit the hit the green box to the right domain the plus sign and we're going to type in our domain only the main domain so click on that one. And then just go ahead and type it in right there top rank agents dot com right there. And then you can always add a favicon which is a logo like you know the icons, they have little logos all the icons that you have at the top they all have a logo. So that's where you would put your logo in the future if you want if you have one. Brand agents dot net and make sure it was that. Yeah, perfect so hit next and then over here this is exactly what we what what it's telling us to do so number two. We're on number two copy that domain David Blair dot Karcha dot com. You're going to you're going to copy that. So on number two point your senior record. So go ahead and copy. Yep, copy that part, everything in bold. And then we're going to simply go and create a senior record. So now let's go to go daddy. And we're going to simply. Yeah, perfect. Okay, then go where go to go daddy. The tab and then all we're going to do is add a senior record over here in the settings. We'll scroll down. In fact, it's that senior record we can just use we can just use that one right there. So that senior where it says www the at sign edit that one. So up the one above that one. Yeah, yeah, we'll edit that one. Okay, so all we're going to do is the points to we're going to leave the www but we're going to take away the points to the at sign, take away the at sign and just paste in your link right there. Cool. So hit save. And we're good right there. So now let's go back to Cartra. Let's go to number three. And in number three it says redirect to www so now just just go in and copy the www top dot top rank agents dot net copy that. And then all we're going to do is go back to go daddy. And we're going to simply forward everything to that so scroll down. You'll see right here a little lower a little lower a little lower you'll see forwarding. So, all you're going to do is just edit that one the north Florida realtor.com. Click on that one and just paste in the new one right there. So just to the right. So rather than north Florida realtor just take take away that one and then just paste in that new one. And then what you're going to also do is change the drop down so you got HTTP. I mean do that. Yeah, you actually got to change the change the drop down first so HTTP right there to the left forward to HT. Yeah, click on that and then go to s. You want the s. Okay cool and then scroll down. And then all you're going to do is save it. So go ahead and click on save. And you should be good so click on. Yeah, so we're good. So, now let's go back to Cartra, and all you're going to do is simply proceed through the setup. So click on that yes, and then go next. Okay, cool. So now the index page in the 404404 error page. What I do is I just tie that to the landing page to the optin page. So it's already on Cartra pages the destination page just go to the site, and then just click on that drop down, select site go no site in particular and you're going to do it for both of them the air page and the index page. So both of them no site in particular, and then on the cartridge page to the very right hit that drop down and just find the optin. Okay cool. I just do for both yeah. So here the air page, the index page the air page, all this is it's telling Cartra, like if that link doesn't work for whatever reason, like if you don't renew that link because with go daddy you have to renew these links every year right once a year. So, if for some reason that link doesn't renew or if there's something wrong with that link for whatever reason if someone clicks on in the future and that link is not active. Cartra will still take him to this page. Right, so it's just like a redirect so it's just it's still directing them to the optin page. This is just a backup in case that link doesn't work. So, hit close. And then all we want to do here is just wait like, like a couple minutes and then and then and then we should be active. So hit close. And then let's click on, we'll come back to this page. But right now it says processing, but we'll come back in in in two minutes and this should be active. So, let's look at, let's look at something real quick go to go to my integrations. Let's integrate your email real quick, because that's super super important. My integrations. And then over here. You're going to see this Cartra mill. Click on those three dots on the Cartram out yeah that one and go to edit. And all we're going to do here is we're going to let Cartra know for with on every email that goes out on the email that goes out through your email autoresponder, or if you send a broadcast, which is a one one time email. We want that email to always by default come from your email. So it's not going to be this one at cartra.com it's going to be your email so do you have do you have like a business email not not a Gmail or Yahoo do you have like a like are any of your domains tied to it to an email. Okay, so let's see if we can set that up real quick, because this has to be some type of business email. Even though your Yahoo maybe quote unquote business email but it's it's not it has to be some type of domain. So let's go to go daddy real quick and let's let's see if you have that. And if anything you may have to just call them but I'll see if you have that setting in here.  Go to domain manager at the very very top and then just hit the drop down.  It's not email from here. Because go daddy allows you to do two different things they allow you to take this domain and simply create an email around it and forward it to your Yahoo. That's one option. Another option is where they actually sell you this full blown email software, which that's not what we need we don't need this 365 Microsoft email. Sweet, but we don't need that we don't need that at all. But nine and 10 times that's what they're trying to sell you. We just need forwarding we just need to take that domain and have it forward. So when someone emails David at top rank agents net right that's your new email. When anyone emails that it's going to forward to your Yahoo or your Gmail or whatever. Right so that's all we need we just need it to mask the email. So scroll down. Let's see if I can see it down here.  Actually you have email in office scroll down a little further. Let's see if it's a little, little below click on click on additional products. See if it might be under there. Awesome. Awesome. Awesome. Perfect. So, okay, so cool. So the email forwarding you have you have you have 50 credits, which is perfect. That's all we need is way more than we need. So go to click on redeem on the first one email forwarding. Okay, so email forwarding is ready email forwarding is now active and located under my product list. Perfect.  Yeah, we'll refresh this page. And then now as we scroll down, we'll see it right here. So if we scroll down just a bit. You have domains and then you have. Yeah, you have domains and then you have. Where's the email. Where's going to click on click on additional products again. See if it might be there. Email forwarding. Okay, so where the hell is that scroll down a little further. Is it below this part? No, it's not right there.  Bam, there it is there. Awesome. Okay, cool. So now click on manage all manage all workspace email manage all. Okay, cool. So now over here, all we're going to do is we're going to simply create forward. So if you click on that fold or that little envelope the little note to the left. Actually, the top it's at the top create forward the icon. You see the little envelope. Yeah, so you'll always want to do it from right there is click on that create forward. And then all you're going to do here is just type in whatever you want. So David at whatever right so actually it's it's not going to be it's not going to be it's not going to be that one it's going to be one of your domains. So, yeah, David, David at, for example, watch, just do David at and then you'll see a drop down. So David at, and there are your domains. So, so you can choose whichever one actually you can choose which are you do all three of them if you want but if you want Dave or you want David whatever you want but but you can do it right here so that's what we're rocking with David. Yeah, because that's the well that's the name of the. That's the name of the page right now so I don't want to get it confused. I guess. Yeah, yeah, but is David what you want or did you want David sells or do you want David Blair or what do you want at the front the beginning. David. Yeah, I'll do it. I'll do it at this one. No, you can do whichever one I'm just saying David is that what is that is that the name you want David. So then, yeah, you can do that one you can do the other ones whatever so yeah we'll do this one so the bottom to separate addresses with comma right in the box. That's going to be the email that you forward it to so that could be your Yahoo that could be your Gmail. Okay. So, so now what I would do if are you is I would go and replace, you know, every email you have out there on on on social media, we can just start there. So all your accounts on social media that show publicly change everything to David at North Florida realtor.com that way just looks better you know what I mean. Okay, I got you. So, click on the plan free account forwarding you hit that drop down zero users of 50 hit that drop down. So this is so you're saying like include. Okay, I give Santa whatever you want to whatever you want to name it you know Blair Blair at North Florida realtor like everything is lowercase so when you actually you know give it out. It's actually lowercase, but it don't matter. Okay, so now. Okay, so it's being set up. So, go ahead and click on actually go to refresh this refresh this page. You'll see it right here. Click on. Okay, so click on. Okay, actually click on the drop down. So the first one free account forwarding with hosting the yellow. Yeah, click on that you should see it pop pop late below it. There it is there. Okay, cool. So we're good. So now if you hover over it hover over the email Blair at just hover over it, and you'll see that it's forwarding to that Gmail. Okay, okay. So, if anything, let me let me test it on my end. We're good. We're good. So email setup now let's take it a cartridge so now we have to take that email integrated with cartridge Blair at North Florida realtor calm and every email that comes out of cartridge will be coming from that email, the reply if that lead replies, it'll be replying to that email. So yeah, go ahead and change those send and reply, go to put the new email right there. That was the Blair at North Florida rotor calm. And again man that that email should be everywhere man like I shouldn't see a Gmail or Yahoo ever again on your on any of your profiles, you know, brand everything under that email that's your new email. And you can always going to go daddy and forward it somewhere else like it's forwarding to this Gmail you can always forward it anywhere else you want. Perfect so there's your. There's your email and again you right there below you can always send a test if you wanted to. Just to test it but we should be good so click on. For some reason, there might be a. Yeah, that might be a space. There we go. Perfect, perfect. Okay, cool.  Just always double check. Okay cool so then hit the green one edit. And you should you should have got that email or you should be getting it here shortly. Okay cool so we're good there so we integrated the domain we integrated our email. Now close out of this. What's that. It came through the cartoon awesome awesome we're good. So now let's just confirm the domain so go back to your profile picture in the top right. And this. Right here in Karcha your profile picture click on that and go to custom domains. Bam, we're good. So now that domain is what's integrated with Facebook and with Karcha so now go to my pages to the left. Click on that and all we're going to do is we're going to update all of these links. And then our next call will be taking all these links and putting them into Facebook and creating our custom audiences and our custom conversions that's one full blown call. So we need it we need to schedule another one as soon as possible so click the three dots and we're going to do the three dots on all of them click three dots click on get coder link. So, as we were in the page and we were exiting, right, we were exiting we publish live, we copy the link, we open it up in a new tab so Facebook can read it for the first time. Then we also edit the link right then in there. That's one one place you can edit that link. Another place is right here. So just click on the three dots, get the page link. So click on the get the page link and I can also edit that link from right here. So now I'm going to hit the pencil to the right. And then I'm going to click the drop down to the left and you'll see your new domain. So now everything is around this, every page is around that link. So, this is tip one this is tip to whatever the hell you want to name it. No, you got to hit the check mark always hit the check mark anytime you see something green always click that damn thing. So there's your new link man, there's your new link. So that is super important before we go create the custom audiences we need to make sure that these links. And so that was tip two. So we may want to go back in there and change it to tip one or name it whatever the hell you plan on naming it but you can do that later, but get the page link, get the page link. Right. And so this right here. What page was this was was this a call confirmed page. Yeah, yeah, yeah I'm pretty sure so go ahead and hit the drop down. Choose your domain. And then just simply name it. Okay, I can do those later. I can get in there and do those later. Okay, perfect, perfect. Okay, because this one I configured the other day with the photos uploaded new photos and stuff to that. And then I'll do the three here before our next call so that they're ready to go. Cool man, customize the links. And that's all we need. So our next call will be setting up all those links around custom audiences and custom conversions. Once we do that, then we can we can run the run the ad and it's freaking game time. Okay, cool. All right, I'll get on and go ahead and schedule our next call after your time today. Sounds good boss. Have a good one. Bye bye.


Our panel is called, Where's the Beef Your Hamburger in 2050? First I thought it was your hamburger at $20.50, but we'll get there sooner. We're going to talk about the future. We were just talking about plant agriculture. Now we're going to talk about some animal agriculture and the consumption of meat on a hotter planet and what it means for us and how it might change and how we might change it. We have with us some terrific people to talk about all the aspects of this. First of all, in no particular order, except the order on my sheet. In the middle here we have Gabor Furgach. Did I pronounce it correctly? Perfect. Gabor is the George Vineyard Distinguished Professor of Biological Physics at the University of Missouri-Columbia. By the way, correct me if anything in the bio is wrong. That's happened before. He is the Founder and Chief Scientific Officer at Modern Meadow, a biotech company that applies tissue engineering to the ethical production of animal products. Gabor's family comes from Hungary and today is Thursday, so we invited him to talk about food. That one didn't work at all. We have also at the far end here Graham Meriwether. Graham is the director, cinematographer, and producer of the documentary American Meat, which I hope he'll talk to us about today. He's the director of Leave It Better, a video-based social media network where people share ideas on how to green their neighborhoods. He's an independent film journalist whose work has been featured by Al Jazeera, current PBS, New York Times, and others. I actually got to talk to Graham a little bit at dinner last night. I was trying to do what I thought was the ethical thing. We had a choice between shrimp and asparagus. I thought I'll go with the vegetable. I had the asparagus. Then we had a choice of steak or cod. I really, really wanted the steak, but I thought I should eat the cod, so I got the cod. Then I was really regretting it because I really, really wanted that steak. I'm still regretting I didn't get the steak. Then I went over to Graham's table and talked to him, and he told me about all the bunnies that get killed by the tractors, much like what Dan and Barbara were saying, that you have blood on your hands. But in this case, the animal is actually being destroyed by the agriculture. I just wanted to say to Graham, thanks for making me feel guilty about eating the asparagus. To my immediate left is Dawn Monkreef. She is the founder and executive director of a well-fed world, a hunger relief and animal protection organization in Washington. She is the former executive director of the farm animal reform movement, and she speaks in the United States and internationally on the need for a diet change for health, hunger relief, and the environment. For those of you who are not familiar with it, I looked it up online. A well-fed world is an organization that talks a lot about small incremental steps that each of us can take to achieve a well-fed world. I was very much inspired by that because last night Stephen Izzelle was one of the folks who, Stephen here today, he was sitting next to me and he had to leave to get home by 8.30 and he had ordered his dessert and they brought it and it was just sitting there and I thought, this is going to go to waste and something had to be done about that. So, Stephen, I stepped up and ate your dessert. So, you know, I just want you to know, Dawn, that we are achieving a well-fed world thanks to you, one person at a time. Food waste is a terrible thing. So, I want to start off with Dawn because her organization works on these issues and talks a lot about the role of meat in the issues that we're talking about. Can you tell us about the role of meat in world hunger? Give us an idea of, numerically, of the effect of meat and meat production and also the role of meat production in climate change and then how climate change should make us think about the role of meat in what we eat in agriculture. Well, the top thing anybody can do for climate change, if you're concerned about that, which I hope we are, is reducing your meat consumption and other products. It's a no-brainer, it's common sense and it needs to be put higher on the agenda for social justice groups, for think tanks, for international institutions and thought leaders. So, that's one of the big things that we push for. Meat consumption is predicted to double over 50 years. That was back in 2000. If pre-first came out with it, the UN has then since also said, look, this is a real problem. The growth is stemming from the developing countries, the emerging economies. You've got a very large population base and very high growth rates and as they hire on the food chain, it's very resource-intensive. It's straining our limited resources and this is increasingly a problem. You're going to have more disparity between the haves and the have-nots. And unfortunately, they admit that there's a problem, but it's, what are we going to do? Are we going to have more efficient feed, more intensification, to clear up land and just looking for the symptoms. When the most common sense problem solution is to shift away from this massive overconsumption within the high consuming countries, high per capita countries, the U.S. and Europe. And so we need to downsize our overconsumption while promoting ways and solutions that are not meat centered to get the global increases to reverse. We can't sustain that. And so for climate change, there's so much out there. The UN livestock's a long shadow. You'll hear that quoted all over the place that it's 18% is contributed to livestock and that's current. They're current numbers. Actually, they're old numbers now, but that's not even including that livestock is predicted to double over 20, 50 years. And unfortunately, that is the trend. So the numbers first came out in 2000 and we had 50 billion animals being slaughtered every year for food meat consumption and that is up to 60 billion. We had 6 billion people. Now we're at 7 billion people. So it's a real issue as population increases, the demand for food increases, and our resources become more scarce. So I'm interested to see on the video that he's concerned about all the vegetarians. We're not the problem. And you're not just going to see everybody turning vegetarian. So we do work on mass reduction. So we do explain, hey, here's great ways that you can be vegetarian vegan. The more people are willing to do on an individual basis, we focus a lot on American consumption because it's so high. And that gives us a lot of power. That's a lot to decrease. We decreased by half. We've made a major difference. And we also want to focus a lot on kind of the growth. There's a lot of focus on the growth. And those countries over there, look at that. They're eating more. They're causing all these problems because now we've got meat consumption expected to double. What are we going to do? What are we going to do with China? What are we going to do with India? And I'd like to really explain that if you have China eating at two units and they increase to four units, there's all this upper war that, oh, my gosh, China has doubled their meat consumption. What are we going to do? And it's an important question. But if you look at U.S. consumption, it's at 10 units. And we've decreased to nine. And we're patting ourselves, oh, look, we're decreasing. We're doing our part. And we're still at nine units compared to therefore.  So you can't talk about growth without looking at the starting numbers and what that means. It's critical. We can't look overseas globally and say what are we going to do about this increase is without addressing our own consumption. And it's very convenient. And the other thing that a lot of them talk about is that it's demand-driven. And demand is not a given. It's not fixed. It's socially constructed. Subsidies affected. Public education affected. So it's not something that we're a victim to. This demand that's happening. We have to reduce it. And there's lots of ways we can do it. And it doesn't negate other solutions. So it's not just, you know, here, it's not a cure-all. And it doesn't negate other solutions. How far should we go to reduce our meat consumption towards no consumption? How far? We're so far... Our numbers are so high up. I mean, to talk about that, oh, are we going to try to get no consumption? Well, let that be a problem when we get anywhere near close to the smaller numbers. So whatever we can do, we're talking about climate change. The numbers that the UN report talks about, the 18%, which they said is more than all transportation combined, that was at a 100-year time frame. We don't have 100 years to deal with climate change. If you take those numbers and you do it over a 20-year time frame, all of a sudden the livestock contribution doubles and triples because of the methane, because of the nitrous oxide. We don't have 100 years. And again, you can still work on the carbon dioxide issues. You can still work on fossil fuels. You have to reduce the number of animals that are on the planet. And we're going to talk about different types of farming systems. It does make a difference. It makes a big difference what type of farming system. And I was glad to see him also, the video, talk about reduction. Have to reduce. Graham, reduce the number of animals on the planet. Is that a no-brainer? Yes, absolutely. I guess I think that Dan Barber was right, that there's absolutely no doubt that if we were to eliminate animal husbandry in this country, that would be a bad thing. But I completely agree with Don that we have to drastically reduce the amount of meat that we consume on a regular basis. The amount of resources that we have on our planet, and especially with the type of meat production that 99% of the meat is being produced with, is very resource-intensive. And we have to decrease the amount of meat that we're eating. And we also have to change the systems of animal husbandry that we have in place to ones that are more in line with ecological agriculture or organic agriculture. You've talked a lot to farmers and what farmers are doing now. Tell us a little bit from your reporting what's going on in agriculture right now and what can we do to promote it that's actually changing. Well, as regards to agriculture, I think it's an incredibly exciting time right now in agriculture. You have essentially an entire system that is changing. And you have a crisis point. The average age of the U.S. farmer is going to hit 60 in the next couple years. And we have less than 2% of our population that's farming. We have more people in jail than we do farming. So you need to have people to grow the food, grow the vegetables to raise the animals that we all eat. And so, of course, at the same time that we have this raise in the average age of the farmer, you also see this incredible optimism and this incredible movement that's happening in local-based, pasture-based, organic systems around our country. I've been going around the country and doing screenings of our documentary. The farmer's markets in Iowa City are so full that you can barely move. It's like you're at some kind of a rock concert. The farmer's markets across this country are absolutely filled. People want to get in touch with their food. People want to get in touch with the source of where things are coming from. I worked on a part of the reason I got into the production of this film is I started working on a friend of mine's farm, Balsam Farms, which is out on Amagansett, New York, out near East Hampton. And I grew up in the suburbs and Ian told me we were going out to harvest potatoes, and I took a pitchfork and lifted it up, and I shook out the potato plant and realized that I had no idea the potatoes grew underground. So I think there's this fundamental disconnect that has happened for a couple of generations. Our grandparents' generation, they understood agriculture. It was something, there was a connection to the farm, at least indirectly. My generation, it's just now starting to happen. So it's an incredibly exciting time to become a farmer. There's a lot of people getting into it, and there's a way that you can actually sell directly to your customers and make a living wage, which is incredibly exciting. Give us a clear idea of what specific technologies are changing the way that farmers do what they do and the role of generational change. I mean, are younger people who are going into farming bringing new ideas with them? Sure, and I can only speak to animal husbandry as far as the latest technologies. One thing that is often said, and it's a mistake when it's said, is that ecological agriculture is a return to our age-old agriculture thousands of years old, not the case. It's actually using very cutting-edge technologies and using the natural resources that we have in place. For instance, Joel Salaton, who's one of the main characters in our documentary, who's also in Food Inc. and is one of the main characters in the book, The Omnivore's Dilemma, he uses a model which they use electric fencing, and so they are intensely, rotationally grazing their cattle so that they get the most use from the land that they have. And it's really fascinating. He basically has taken natural models. So the fact that in the Serengeti's you have birds that follow the wildebeests. And so what happens naturally in nature is that you have these large herbivores and they create manure and then these birds will follow behind and eat the insects and the beetle grubs out of the manure and it's a great protein source. So Joel looked at that system and other farmers looked at that system and they said, well, how can we replicate that? And so they're using technology to basically put in electric fences, have these cows move, and then Joel decided to take the chickens out of the chicken coop, move the chicken coop up on the tractor, and then he calls it the eggmobile. He follows the eggmobile behind the cows one day after the cows and the chickens peck and eat the beetle grubs in the larva and spread the manure around. So it's incredibly ecologically friendly. The eggs have the most nutrition of any eggs in the country and the chefs in the Washington area and Northern Virginia, he can't sell all the eggs he's producing. So there's all this, it's very innovative, it's very exciting, there's a lot of technology and we're actually using ecological agriculture to make, his acres are more productive than any other acre in Augusta County where his farm is. Before I get to Gabor, who's got a great story to tell, I want to come back to Don on one question here.  But for animals, is that okay to do that to them? Well, it's certainly better than keeping them crammed in cages.  They're so sentimental. If you want cows, you can keep them in a sanctuary style. There's lots of ways to get their fertilizer. I love the chicken idea with the eggs. We'd be fine with it as an animal protection organization if you didn't slaughter the chickens afterwards, let them do their thing and take their eggs. But it's a slaughter industry just like the rest. So the animal protection side of what we do, we prefer animals not to be slaughtered. It's pretty much that simple. But that's not going to happen. We're not so idealistic. We don't have our heads in the cloud. We're very common sense oriented. So please have chickens following around and doing what they do, use animals for fertilizer. But again, you don't have to, hey, you don't need animals for fertilizer. You can compost. There's lots of other ways. I'm not going to get into it. We have information on our website, but they do provide a sense, a source of fertilizer. It'd be great if you had them and then slaughter them. But the economies, you know, they can't just keep them going. It sounds like there's a lot of agreement here on incremental steps that will take us in a common direction. And then can I just say also that if we get the massive reduction, it takes the pressure off the system. It'll allow these systems much more room. They don't have to compete with the factory farms. Most of the people who are eating meat are eating factory farmed meat. And if you're into getting the more humane, the local meat, other environmental, you know, get niches that we can talk about that are around that, but then do that.  So go vegetarian, go vegan in those locations and keep the meat and animal products that you do have control over. And that helps these farmers. It helps us to get less meat, fewer animals, and it also helps get them out of the factory farmed system. So there is a lot of overlap where we can work together. Okay, now let me bring in Gabor, because Gabor, let me ask you this question, and it's a rhetorical question obviously. Is there a more ambitious alternative than the, I mean, I think there's agreement on the incremental steps. Is there a way that we can get meat without exhausting the earth's resources? Yes. Tell us about your role in that, what you've been doing. So what about getting to food or getting to meat, just having one cow in the whole universe, not using any land practically to grace them, not slaughtering even that one cow. Would that be acceptable? I love it, give it. Good. So I am a scientist, so I can come up with ideas that when others come out and say, yeah, you are cuckoo. We're all cuckoos and scientists, so I don't have bad conscience doing that. So I'm coming from the world of tissue engineering, and tissue engineering is a science that primarily was devised and set up to deal with regenerative medicine, to build tissues using doctors, physicists, engineers together, to remedy problems that we're facing, to replace injured tissues, dysfunctional tissues, and eventually creating new organs or replacement organs. So tissue engineering, if you go to Google and read anything about it, it's in the realm of tissue engineering, in the realm of regenerative medicine. And we founded a company three years ago, the name is Organovo, by now it's probably, it's using a proprietary tissue engineering technology, namely printing tissues that allows to construct three-dimensional functional tissues that eventually can be implanted into humans. So we started thinking, okay, so we can basically create any biological, viable biological structure. But we couldn't move out of the realm of regenerative medicine, because that's where tissue engineering was. And then one day the Eureka moment came and said, well, why don't we try to build food? After all, meats is made of mammalian cells, and we know how to package them, how to deposit them, how to make them interact in the right way to get functional tissues. And if we can do that at the level of regenerative medicine needs, well, why wouldn't we be able to do that at the level of agriculture? So to make the long story short, we started making meat products or animal products. So we're focusing on making leather and meat at this time, without killing anybody, without using the resources that you guys are all talking about. Just from a simple scientific point of view, it makes no sense to me. When I look at numbers like one kilogram to increase the weight of a chick by one kilogram of a pig, of a cow, respectively, you use two kilograms, four kilograms, and eight kilograms of feed. But that's nonsensical. If that's what needs, I have no idea because I'm new to this field, but if that's what is needed for me to eat meat, well, that's ridiculous. So there has to be a better way. We are printing meat. And when I say we're printing meat or leather, I have to make those statements a little bit more accurate. And we're talking about it with Will last night. The product that we're making should be considered as flour. Flour is something that you wouldn't need just the flour that you get in the supermarket, but it's yucky. So what do you make out of flour? You make bread, you make cookies, you make pancakes, you make bazillion things. And so this new biomaterial, you want to call it meat? Fine.  If you don't eat animal proteins, you're going to be in deep trouble. So this is a biomaterial, although when you say biomaterial that is consumable by eating it, I know that it doesn't sound right. We're still looking for a right word.  And so that's where we're going. We would like to present this material as a new biomaterial that is the basis for any kind of meat products that you may want to build. So we go to chefs and they love it because a chef would like to work with some base material and then make fantastic things out of it. And so we provide that base material just the same way as the baker, the patisserie chef, takes flour and makes wonderful things out of it. So that's the way we should look at this product. But in every sense of meat, it is meat. Now I've been reading about what people used to call lab meat. I like biomaterial much better, although I don't think you can put it on the package. So I've been reading about this for a long time and it keeps not happening. Are we really anywhere close to this? I mean, how far off are we from being able to do this? Well, any transformative idea such as printing organs or printing meat is immediately a lot of hype around it. And the problem is there has been a lot of hype around it. Although I have to say that it was Churchill in 1933 who said, I'm looking at this chicken breast.  He says, I don't think that we need to kill animals for that. There has to be a better way of making it. And I can envisage that in 50 years it will be produced by researchers, in the labs. Well, you don't want to hear that. But the point is that he already thought of it. In 1959, a Dutch food expert, I'm not even sure if he was a food expert, but he started thinking about it. And in 1999 was the first year that a patent around culture meat was granted. And so since that time there's a big revival of this idea and it's the Dutch who started it. But the hype remains. And so even though I'm talking to you I am doing it with some trepidation. I don't really think that we are at the point where I would like to make a big fuss of it. And it's good if there are others who carry the hype. But the approach that we are trying to follow is a fundamentally different approach than everything that has been done before. And as you know, I ate piece of that meat that we produced and I'm still here, I'm still alive. So I think the hype eventually hopefully will disappear. And the best reassurance I think I can give at this point is that if we could make regenerative medicine great tissues that have been implanted into living organisms and healed the living organism, why wouldn't we be able to make this material for consumption? Let me ask you guys a little bit about to the extent that we can take animals out of the equation. It sounds like there's general agreement about a lot of good things, methane and so forth that will be changed as a result of that and being able to feed the world more easily. Let me ask you to come to Grant. What are some of the downstream consequences we need to think about that are going to complicate this? How it's going to affect agriculture? For example, Don brought up fertilizer that says she said, I believe that there's no need for animals for animal fertilizer in other ways. Do you agree with that? Yeah, I mean there's something called synthetic fertilizer which as Dan Barber mentioned in the video is made up of nitrogen, potassium, phosphorus. The thing is that potassium basically the process of fixing that and making it into something usable, turning it into ammonia is one that uses entirely non-renewable resources. So the phosphorus and the potassium are mined often in mines like the Dead Sea and there's a finite amount of that resource. The nitrogen to get converted into ammonia is largely natural gas and coal, mostly natural gas that is used to do that. Now, if we were to remove animal manure from the equation you would suddenly massively ramp up the need for potassium, phosphorus and natural gas and coal. Seeing as how that production is actually a huge amount of the it's many percentages of the earth's what we convert to energy. So manure as it turns out is a renewable resource and so you're always going to need to have animals in agriculture so that you can grow vegetables and do so in a way that isn't dependent upon fossil fuels. Now, I agree that we need to massively reduce the amount of meat that we consume and we need to change our agriculture to be one that is more in balance with our ecological boundaries. One thing I'd like to add though is that as I hear about developing meat in a test tube something doesn't feel right and I guess what I would say is on that farm, on my friend Ian's farm, Balsam Farms out in Amagansett it was like I said you can imagine if you have the first time you realize potato comes from out of the ground whoa, there's a lot that happens there and another thing that happened there was I realized how much death is involved in agriculture.  The tractor that harvested those potato combines there's mice, there's birds that get caught up in that and I think as our culture has gotten more and more removed from the cities we've gotten so removed from the natural cycles of life and death that are necessary for our existence and so once you get into this idea well we can suddenly manufacture food the things that sustain us that becomes problematic there was something that happened with the cattle industry where they said scientifically we can take dead cows we can feed this ground up we can feed it back to cows because it'll be actually a really good revenue we'll save money and then they brought the Joel told me the story they brought him out to Ponderosa Steakhouse they're like this is the future and Joel was like no I'm not going to start feeding dead cows back to cows and the reason you don't do that is because cows are herbivores and over millennia, more than millennia they're supposed to eat grass so what happened as a result of feeding dead cows to cows as I'm sure many of you know is mad cow disease we had the development of pre-ond and so when you jump into things without understanding the ramifications of them morally because you want to see if you can do it suddenly you may enter very dangerous territory Gabor do you want to respond to that? Yeah Number one, it's not meat in a test tube I think that idea really should be taken off because it's... I don't want to give a scientific lecture on this but it is so far from reality what you just said that it's meat in a test tube sure we know that baby is in the test tube but that's just the very wrong approach Number one Number two and this is really the bad news I think we're talking about reducing the number of animals consuming less meat I think it's wishful thinking it's just not going to happen when there will be 90 billion people in about 30 years whatever we teach it's all very noble but it's not going to penetrate the masses in China where meat consumption is just exponentially growing even in India the Hindus don't eat beef but the reason they don't eat beef is not because they don't like it it's because of religious reasons when they go outside of India they do eat and there's nothing wrong with that so I think we have to approach the whole issue in my opinion differently it's very nice that we're talking about reducing the number of animals and teaching people to eat more vegetable and I'm sure that that resonates with many people but I don't think it's a winning proposition so what I advocate is that of course I'm mitigating my own art but that is going to respond to many of your wishes and also many of your wishes even though you don't like the smell of a test tube there's no testing what is the vessel? what is the vessel? it's a pot how about a pot? a petri dish? you can call it a petri dish I would call it a big pot that can handle cells when you cook your meat your meat is a bunch of cells so you use a pot you don't say it's a petri dish but what's the difference? there is a petri dish that develops some bad connotations because of the value added tax so let me I want to bring in some questions here I'm going to put one thing on the table and any of the panelists can address it if they wish to as we're going through the questions and that is the last panel we were talking a lot about genetic modification to adapt to climate change we were talking about genetically modifying plants what about genetic modification of animals to adapt to climate change but let's bring in some questions first, sorry, right back next to the camera yeah, Marcia Johnston Earth Stewart Associates actually can we just get three people to ask questions in a row, please do it quickly and then the panelists should choose what to answer question for Gabor was it good? that's the first question tasty, all that kind of stuff can you be a little more specific about what it looks like? do you make it in the shape of an animal? I don't know, just like what does it look like? let's put a couple more people in in the same vein what are the raw materials that you guys are using and what are the byproducts because the user seems to kind of stress much bigger efficiency rather than 8 pounds per 1 pound of meat, you get 1 to 1 but what's your raw material if you can tell us more about it and there's a gentleman, yeah, right there a constitutional law expert at Harvard recently said that he would eat his hat if the healthcare reform movement was actually reduced in the supreme court so I'm wondering if you could make hats that were edible if you're making leather secondly, if we have 9.2 billion human animals on the planet, why can't we use the fertilizer from the humans that are just now going into the environment anyone who wants, let's start with Dawn across, any questions you want to well, we could use human and other animal manure and some areas do and it's quite successful and again also composting of the other vegetables and plant based materials provide great fertilizer there is a whole agricultural sector that does this, it's called veganic so you can look that up or talk to me and that provides the science behind it well I have two specific questions first how did it taste neutral it was when I did it at the Ted Matt I put some salt and pepper just to make things a little bit more exciting but it was neutral it was that base material essentially that I was talking about it is something that I should give that a meat patisserie patisserie and let him do something but it has all the nutritional value of the meat so it was neutral, it was not bad I just said it's not bad and it really wasn't bad but it was not like your juicy hamburger now what is the room material so I said what about if we have just one cow so the mascot cow so I go into the cow I make a biopsy just the same thing that we do in the regenerative medicine space under very controlled conditions totally totally controlled conditions and when I have enough I well not I we shape it so there is a lot of biology going in there which I can tell you more about it if you sign the NDA but the point is that we can shape it and that back to your question if you like the round shape of a hamburger think about it we can do that too but we can do anything those are very very important questions cells produce waste whatever culture medium you use and there are cells you have to get rid of the waste there is no there is no panacea for that that is gotten rid of the same way as you do it when you do any kind of cell culture but the raw material are cells animal cells and not stem cells culture medium standard culture medium culture medium is basically water and today there are plant based culture media so it's again people ask oh culture medium so those people who know something about cell culture say oh you do you have FBS in it FBS is for fetal bovine serum for that of course you have to kill animals we don't use that we use plant based growth media so you're still feeding plants to animals animal cells I don't think there are any questions in there we have a few more questions we have a gentleman here back there the guy in the front thank you Hans Harren I think you know you can do anything maybe we can make bombs but should we do it if we just can do it so there's limits sometimes we know we can do a lot of things question is do we need to now on this meat issue first of all the statistics people think that it will grow forever it cannot because price will increase and people won't have the money so eventually if you true price the meat for example meat products they'll become more expensive so a few people again could afford them there is a feedback there which people and IFPRI and others actually do not factor in their models and long term calculation that's one so I think that's that's what I want to ask you so once we let's say we go and we print our sit on a computer we can print our dish right because we 3D printing so we have like 10 containers in the printer so there is flour there there's some vitamins there may be some other things they've been put on this plate there 3D put them in the oven actually the whole thing is the oven too now what is the landscape which produces this so we're going to have a world where there's only corn and oil palms which produce the base products for this is that then sustainable you know I mean one has to look at the consequences the long term much more when we start to do something so I wonder what you think about the consequences we have a question back here well one thing I think is clear from the discussion today is that there are not now ready substitutes for meat so it's hard to persuade people not to eat meat for industrial products that are even more of a threat to food industrial use of food is much more or considerably more of a threat than than animal you know consumption of meat and it'd be quite easy to there ready substitutes people prefer the substitutes quite easy to to persuade people to make that switch away from uses of food for industrial products so is this just my question is this a good strategy we had one more question over here yeah I was just wondering you know all the panelists agreed that we need to reduce our meat consumption and like the author of Eating Animals argues that it's much easier to be a vegan or a vegetarian than to be a selective omnivore since like around 99% of the meat in this country is a factory farmed and I just wanted to know for Graham do you agree that being a vegan or vegetarian is easier than being a selective omnivore and if not what kind of parameter should we put around eating meat okay and let's start with Graham and move across and we just have a couple of minutes to I don't agree that being a vegan or vegetarian is easier than being an omnivore who eats meat that you know the source of meat and that's over the course of the film my diet changed from being one that pretty much ate anything to somebody who I only eat meat if I know the farm that it came from because I did film on the conventional hog farms and chicken farms and that was also a transformative experience and so you know you know it's something that at first it seems like a bit of a pain because you go into a restaurant and like last night we had dinner at Nora and what I did was ask the guy that came around was so do you guys source your meat locally and they said yes we source locally it's grass finished and so I ordered the sirloin now you know if there are a lot of easy solutions there's websites where you can go local harvest real time farms where you can find out sources of grass fed meats there's also this incredible farmers market csa's there's movement that's happening and it's very easy to get access to these things but you do have to do a little bit of groundwork so I will now let other people talk to your question first of all if you go again the bakery store shop that stuff that you eat there beautiful croissant or something like that it has gone through so much chemistry already that it's mind-boggling and we still don't have any problem with that so I claim that it is going to be the same with our product now you raised the question which is a very delicate one you said should we make this type of leather or meat just because we can and in science this question has no brain response yes because if you can do it even if I say no no no I'm not going to do it somebody will so it's coming whether you like it or not and so to that question this is very simple answer there was a gentleman who I think you asked is our strategy the right one I cannot agree with you more I don't think and then I yeah I'm going to stop okay okay don you get the last word so these are all they work together we get caught up in the theory of well what about this and no animals no meat but it's not just going to happen we are working together this is in time right now it's happening but it's happening at a very small scale people are eating less meat vegetarian vegan especially within the higher income countries because we understand the diseases heart disease cancer stroke and what we can do about it the environmental consequences I have information on local versus less for environmental reasons we can talk about less meat no meat versus the mixed systems and in some areas we went in some areas not so much and I'm a huge fan of this technology it's going to take a while it's not going to be immediately available it's not going to be available at the lower income levels and that's country levels sectors within the US so there's a lot of politics around that and when you're talking about with the industrial uses when the meat crisis hit with the bio the biofuels nothing a drop in the bucket compared to the inefficiencies of what we are using to create meat it's a wildly inefficient and we are bidding the crops away from the poorest of the poor the Ethiopia during the famine exporting food for the higher income countries and this is common practice it's still happening today in the poorest of the poor countries so there are real benefits it's not some kind of idealistic oh if we eat less meat there'd be more for the poor it's we're bidding it away that their foods already over there we don't need to eat less here and transport it over there we need to stop taking their basic food supplies making feed to make the animals that we are eating so as Americans we have a great responsibility to to take that on and eat eat less meat cheese I've got stuff on cheese cheese very resource intensive see me I've got all kinds of research as well as online at awfw.org thank you so much can we have a round of applause for this wonderful panel thank you


Okay, welcome everyone. Welcome to Course in Miracles Workbook Lessons Live. And today we have lesson number 50. And also I'll read a little bit from chapter one in the text afterwards. This lesson just touches my heart so deeply. It is a lesson I remember when I first read it many years ago, maybe 37 years ago. I just felt such permission and allowance given by Jesus to truly trust and follow. So let's go through it today and let this lesson bring the blessing of release and of freedom to the mind that's asleep, that it may wake up. Lesson number 50. I am sustained by the love of God. Here is the answer to every problem that will confront you today and tomorrow and throughout time. In this world you believe you are sustained by everything but God. Your faith is placed in the most trivial and insane symbols, pills, money, protective clothing, influence, prestige, being liked, knowing the right people and an endless list of forms of nothingness that you endow with magical powers. All these things are your replacements for the love of God. All these things are cherished to ensure a body identification. They are songs of praise to the ego. Do not put your faith in the worthless. It will not sustain you. Only the love of God will protect you in all circumstances. It will lift you out of every trial and raise you high above all perceived dangers of this world into a climate of perfect peace and safety. They will transport you into a state of mind that nothing can threaten, nothing can disturb, and where nothing can intrude upon the eternal calm of the Son of God. Put not your faith in illusions. They will fail you. Put all your faith in the love of God within you. Eternal, changeless, and forever unfailing. This is the answer to whatever confronts you today. Through the love of God within you, you can resolve all seeming difficulties without effort and ensure confidence. Tell yourself this often today. It is a declaration of release from the belief in idols. It is your acknowledgement of the truth about yourself. For 10 minutes, twice today, morning and evening, let the idea for today sink deep into your consciousness. I am sustained by the love of God. Repeat it. Think about it. Let related thoughts come to help you recognize its truth and allow peace to flow over you like a blanket of protection and surety. Let no idol and foolish thoughts enter to disturb the holy mind of the Son of God. Such is the Kingdom of Heaven. Such is the resting place where your Father has placed you forever. That is so dear to me because it is being given a direct invitation from Jesus to join in the prayer of our heart to know God and to realize that in order to know God we have to become as little children. As the Bible said, and become as little children to enter the Kingdom of Heaven means that little children, infants are very dependent on their parents for everything. And likewise, we are to be that dependent on the Holy Spirit for everything that we experience in this world. It's about, you know, take no care for the things of this world for he care for you. He care for our mind and he will reach our mind in way that uses the symbols of this world. So while we believe we have needs, we see the miracle showing us that those needs are met, oftentimes in very unconventional ways and ways that don't necessarily meet up with our past learning. That's why sometimes they're called miracles. They're out of pattern experiences. But this lesson today is really a lesson in divine providence. I think that is to me the central lesson because until you trust in the guidance of the Holy Spirit and you trust that everything without exception is provided, then there's still going to be a reliance on the past. And you can't forgive the past if you still rely on it. If you still believe you've learned enough personally or enough in this world from the world's curriculum to survive as a body, survive as a person. Why would you open your heart to complete dependence on God, to dependence on the Holy Spirit. There's a workbook lesson that says I choose the second place to gain the first and really that's what it's talking about. I have to learn to trust in God to supply everything that I think I need so that I can see in the end that I am the Christ, the living Christ. I am a creation of God and I have no needs in God. Believing in this world, there obviously are ego needs that are part of the ego's belief system and lack and yet to be unwound from that belief system in a very practical way is just to follow the guidance of the Holy Spirit. To follow Jesus with all your heart to just let Jesus lead the way and show you that your seeming needs are met and that in the end you're more than a character in this world.  And first have a happy dream, a dream of non-judgment and then let that dream go, you know, to open up to direct experience of God's love and light. So, today I thought to jump back to chapter one. Chapter one, section five is kind of a context for everything. I mean, when you do the lesson for today, lesson 50, I am sustained by the love of God. You may notice as you're practicing the lesson today that the ego will come in with its chatter and this chatter will be saying, come on, be realistic. Actually, this is the most realistic idea you could ever embrace. I am sustained by the love of God. There is nothing more realistic than this idea. As Jesus said this, today's idea will sustain you today and tomorrow and throughout time. So when he says that it gets my attention. I'm really paying attention to the idea for the day. It will handle every problem that I seem to have day and tomorrow and throughout time. Yeah, that's got my attention for sure. So, I'm just going to go through this section five in chapter one because I think it gives us a beautiful context for today's workbook lesson. In fact, it just puts everything in perspective. It kind of holds the lesson up and says, yes, this is true. And here's a context for it. Yeah, you should put all your faith in the love of God to sustain you. Chapter one, section five, wholeness and spirit. The miracle is much like the body in that both are learning aids for facilitating a state in which they become unnecessary. When spirits original state of direct communication is reached. Neither the body, nor the miracle serves any purpose. While you believe you are in a body, however, you can choose between loveless and miraculous channels of expression. You can make an empty shell, but you cannot express nothing at all. You can wait, delay, paralyze yourself or reduce your creativity almost to nothing, but you cannot abolish it. You can destroy your medium of communication, but not your potential. You did not create yourself. The basic decision of the miracle minded is not to wait on time any longer than is necessary. Time can waste as well as be wasted. The miracle worker therefore accepts the time control factor. Gladly, he recognizes that every collapse of time brings everyone closer to the ultimate release from time in which the son and the father are one. Equality does not imply equality now. When everyone recognizes that he has everything individual contributions to the sonship will no longer be necessary. Atonement has been completed. All talents will be shared by all the sons of God. God is not partial. And all his children have his total love and all his gifts are freely given to everyone alike.  You cannot know the real power of the son in his true relationship with the father. The specialness of God's sons does not stem from exclusion, but from inclusion. All my brothers are special. If they believe they are deprived of anything, their perception becomes distorted. And this occurs the whole family of God or the sonship is impaired in its relationships. Wow, that's that's that answers just just everything. All my brothers are special. If they believe they are deprived of anything, their perception becomes distorted. So it's not that we should make a big deal about any differences that we perceive in persons, places and things. It's not that there is a specialness in this specific thing or that specific thing, even though that's the way it seems in this world to be. There is this belief in lack and deprivation that's underneath where we should be celebrating the symphony, all of the different instruments in the symphony, the percussion, the brass, the violins, the string section, every completely seemingly different instrument can all be played in the symphony and we appreciate the symphony we appreciate the harmony we appreciate the sound we appreciate the fullness. We enjoy all of it. Even occasionally if if part of the symphony is just a solo, we appreciate the solo as well, because it's not so much about the form. It's about experiencing the wholeness of mind that God created us as whole and complete and when we hear a symphony and our hearts swells with with happiness and joy and we are lifted up and transported. And we really were partaking and enjoying the whole symphony. And, and the only thing that could keep us from really appreciating the whole is this belief in deprivation and lack. So, again, I'll say it again, Jesus says, all my brothers are special. I'm not too often spoken from the course, but all my brothers are special. If they believe they are deprived of anything, their perception becomes distorted. It's only deprivation that distorts perception. Yeah, nothing else. Ultimately, every member of the family of God must return. The miracle calls him to return because it blesses and honors him, even though he may be absent in spirit. God is not marked is not a warning, but a reassurance. God would be marked if any of his creations lacked holiness. And that's from from the Bible. Some of you are familiar with that that term that phrase from the Bible God is not marked and Jesus is saying no, it's it's not a warning it's a reassurance. God would be marked if any of his creations lacked holiness. The creation is whole. And the mark of homeless is holiness. And miracles are affirmations of sonship, which is a state of completion and abundance. So, you can see the miracles are coming from a whole mind they're coming from oneness they're coming from unified mind unified awareness. And God believes in lack and deprivation, block the awareness of miracles and miracles we have a storehouse of miracles to give away. And what seems to be our lifetime we have unlimited miracles that we can give away because they're reflections of the homeless and the spirit that we are. And they all reflect the state of completion and abundance so wholeness is completion and abundance. There is no lack. There is no need. There is nothing missing. Our, our spirit is whole and complete. And of course in the era makes sin means missing the mark. If we're not aware of our wholeness and completeness and God's love then that's where the concept of sin missing the mark comes in. And that's a mistake, an error that has been corrected by the Holy Spirit we just have to open our hearts up and accept the correction from the Holy Spirit. Whatever is true is eternal and cannot change or be changed. Spirit is therefore unalterable, because it is already perfect. But the mind can elect what it chooses to serve. The only limit put on its choice is that it cannot serve to masters. If it elects to do so the mind can become the medium by which the spirit creates along the lines of its own creation. If it does not freely elect to do so, it retains its creative potential, but places itself under tyrannious tyrannous rather than authoritative control. Under the ego, the tyranny of the ego instead of the authoritative control of Christ. The mind needs to be under Christ control to be at peace and be in his creative function. And it imprisons because such are the dictates of tyrants to change your mind means to place it at the disposal of true authority with a capital A. That's that's Christ control. The miracle is a sign that the mind has chosen to be led by me in Christ's service. The abundance of Christ is the natural result of choosing to follow him. All shallow roots must be uprooted because they are not deep enough to sustain you. The illusion that shallow roots can be deepened and thus made to hold is one of the distortions, which the reversal of the golden rule rest. As these false underpinnings are given up the equilibrium equilibrium is temporarily experienced as unstable. However, nothing is less stable than an upside down orientation, nor can anything that holds it upside down be conducive to increased stability. Sometimes people say, you know, can't I chase after my goals in the world and still follow Christ and Jesus is talking here about shallow roots. All shallow roots must be uprooted because they are not deep enough to sustain you. Okay, what does that mean?  You know, isn't this a question you have for Jesus? You know, it's like, he's talking about all shallow roots, roots must be uprooted and then, oh, that's right. That's in today's lesson today. Lesson number 50. He says your faith is placed in the most trivial and insane symbols, pills, money, protective clothing, influence, prestige, being liked, knowing the quote right people, and an endless list of forms of nothingness that you endow with magical powers. So, this is where you start to really develop faith. You start to realize that all those things that Jesus just mentioned are the shallow roots, and they all must be uprooted in every situation. When you are hungry or thirsty, when you need warmth, when you need seeming helpfulness in this world, in something of the world, we'll say the resources of the world, are you going to let the Holy Spirit bring them to you freely from your prayer? Or are you going to believe that you're a person and you have to figure out how to get these shallow roots, these things, because everything that Jesus mentioned in that has faith has been placed in, trivial and insane symbols, those seem very practical from a worldly perspective. When we talk about money, that's probably of all the things he listed, money is so exchangeable for goods and services, and when you have a belief in need and lack, then money becomes extremely important, and that's why jobs, careers, you know, professions seem so, so important. These things are, the belief in the need of money runs through the fabric of all of time and space, and so certainly whether you can talk about the body needing, you know, air to breathe, but also food to eat and that nutrients to drink and so on and so forth. That all is part of perception, and what Jesus is saying is these symbols will be provided to you and for you in your purpose, in your special function that's given you by the Holy Spirit, which means how it seems to look as you forgive, how it seems to look as you are in the miracle. And the big difference is, instead of being dependent on the past and past learning to provide these things, these symbols, you start to realize, no, I don't want to put faith in the things of this world, I want everything to flow and be given to me in my experience as I go forth as a miracle worker as a teacher of God. As I go forth to shine my light, I would rather things just showed up as props for this. You start, you can see everything as props, you can see clothing as props, you can see a house, or an apartment, or a tent, or a hotel room or anything as props. You can see cars as props, you can see airplane as props, you can see words that come to you and songs that come to you as just props. They're just props. The glory is the moment, is the glee of being God dependent and joyful in the moment. That peace and that love and that joy is everything. And then whatever the props are, they're just the props. They're just the symbols that the Spirit is using to free the mind of these ego beliefs. And I can assure you, there is no lack or deprivation in the miracle.  That's what I love about this, this lesson and I am sustained by the love of God. I remember how my heart just led up and I remember how I was just, I just dove into it, like I want this so much to be true and then my faith grew very strong and my trust grew very strong. And the doubt thoughts were washed away, rinsed out of the mind, because as you're having that faith that you'll be guided and led and all things, all the props that you need will be just given. It will show up. The means are given. God wouldn't give you an end to go for the atonement without the means to reach it, which are miracles. And then when you read in the course, you know, the atonement is the first miracle and the last miracle and all the miracles in between. You're like, oh my gosh, this is why he calls it a course in miracles because miracles are very, very practical.  They clean the mind, they rinse the mind, they leave you with the glow of heaven. What else do you want? What else could you want? What else could you need? But the glow of heaven in your heart.  If you have a cell phone or whatever, then you might try putting an app on it so you can just be reminded I am sustained by the love of God. Here is the answer to every problem that will confront you today and tomorrow and throughout time. Wow. And we actually have a new app that my friend Fabi has designed. You can see it down at the bottom there. It's ACIM now. If you look on it over here, on this other side here, lower right, ACIM now. And you can just go to our courseinmiraclesnow.com website and then as you see there's a little link to a new ACIM reader. And just, yeah, it's easy to just save it on your phone. Just save it as an icon on your phone. Just put it right on the front of your phone. And then whenever you click on it and you've saved it to the home page, then of course you're in it. And it's got an oracle in there which has text from, of course, the miracles. There's a video oracle too.  They're not really long ones, but they're very inspiring video clips that go into the depth of what you need in the moment. And what I love when people use these apps like this and they pray, they close their eyes and they pray and then they click on maybe the oracle or the video oracle. They receive the answer in a very practical way like me in the early years, 37 years ago, just taking the book, holding it like an oracle, closing my eyes, my eyes praying and then opening the book and receiving my nourishment, my guidance of the moment. My, my inspiration, you know, really was, was heightened by this daily practice. So we always encourage a daily practice of Jesus's teachings, whether you're using the Bible, whether you're using a course of miracles or an inspired text. There's very many inspired texts with Jesus's teachings, but, but these are particularly helpful. I think you'll find that the reward is amazing.  Okay, thank you. Thank you for joining me. I love this lesson. I am sustained by the love of God. And I always remind myself and nothing else that helps wipe away all that's learning to. Okay, lots of joy.


Macmillan Audio presents Other Minds, The Octopus, The Sea, and The Deep Origins of Consciousness by Peter Godfrey-Smith Read for you by Peter Noble The demand for continuity has, over large tracts of science, proved itself to possess true prophetic power. We ought therefore ourselves sincerely to try every possible mode of conceiving the dawn of consciousness, so that it may not appear equivalent to the eruption into the universe of a new nature, nonexistent until then. William James The Principles of Psychology, 1890 The drama of creation, according to the Hawaiian account, is divided into a series of stages. At first the lowly zoophytes and corals come into being, and these are followed by worms and shellfish, each type being declared to conquer and destroy its predecessor, a struggle for existence in which the strongest survive. Parallel with this evolution of animal forms, plant life begins on land and in the sea, at first with the algae, followed by seaweeds and rushes. As type follows type, the accumulating slime of their decay raises the land above the waters, in which, as spectator of all, swims the octopus, the lone survivor from an earlier world. Roland Dixon, Oceanic Mythology, 1916 Chapter 1 Meetings Across the Tree of Life Two Meetings and a Departure On a spring morning in 2009 Matthew Lawrence dropped the anchor of his small boat at a random spot in the middle of a blue ocean bay on the east coast of Australia, and jumped over the side. He swam down on scuba to where the anchor lay, picked it up and waited. The breeze on the surface nudged the boat, which started to drift and Matt, holding the anchor, followed. This bay is well known for diving, but divers usually visit only a couple of spectacular locations. As the bay is large and typically pretty calm, Matt, a scuba enthusiast who lives nearby had begun a program of underwater exploration, letting the breeze carry the empty boat around above him until his air ran out and he swam. Sample complete. Ready to continue?


Faneuil High has been a tourist state-run Boston since it opened in the late 1700s. But since the COVID-19 pandemic started, it has received less tourism than it usually does. Kiosk owners have had to close up shop in response to the decrease in shoppers. Yehuda Braca, who runs real flower jewelry kiosk, is struggling to make ends meet with fewer customers. Since the pandemic started, so we're getting, well, we do get people from different countries around the world, but much, much less. You can really see that the numbers are dropped down dramatically. Braca has had to make certain sacrifices in order to keep business going, including closing one of his businesses down. So me, for example, before the pandemic, I had this spot and I had another outdoor spot that I would open seasonally. And I reached a decision not to open it for now. So the last couple seasons I didn't really open it. So that was a big thing for me. Business in Faneuil Hall has been lower than normal even before the pandemic started, and kiosks like Braca's are trying to make money any way they can. I think if you do want to look at the mess, there was some kind of a mess before even the pandemic that we were dealing with. With the pandemic starting to settle down, Braca and other kiosk owners are starting to revamp their businesses to prepare for the return of the everyday shopper. Reporting from Boston, I'm Connor Keating for BUTV News.