<p>Social movements often embrace technological solutions to problems. Their role in technology development and adoption may be especially important in a technology’s early stages, when public or government support for new technologies is limited and for-profit companies have little incentive to invest in them. I examine the mechanisms by which social movement organizations seek to influence new technology through an in-depth study of the animal protection movement’s support for alternative proteins, plant-based or cell-cultured proteins that substitute for farm-raised meat and dairy products. I document how animal protection activists and interest groups created a network of organizations to support alt-protein development and product adoption. Their activities range from financing company start-ups and basic research and attracting investments from large food companies to marketing products and lobbying governments for policies favorable to the industry. I also show how the pivot by many in the animal protection movement to support a technological solution to the problem of farm animal welfare affected their coalitions and framing of the problem, and I argue that the high cost of new technology contributed to that strategic shift.</p>