ProVeg backs ‘game-changing’ cultured meat mainstream launch

By Ashley Williams

- Last updated on GMT

ProVeg CEO Sebastian Joy (pictured) discussed the opportunities for cultured meat
ProVeg CEO Sebastian Joy (pictured) discussed the opportunities for cultured meat
International food awareness organisation ProVeg International has told GlobalMeatNews that cultured animal products will be a “huge game-changer” for the industry and will enter the mainstream market soon.

Speaking exclusively to GlobalMeatNews​, ProVeg CEO Sebastian Joy discussed the opportunities for cultured meat as the organisation gets set to launch its New Food conference at the Kalkscheune venue in Berlin, Germany from 21-22 March 2019.

The ProVeg International New Food conference will be spread across two days and will involve industry experts from around the globe talking about the developments of the meat alternatives sector, including plant-based proteins and cultured meat.

Referring to the developing cultured meat sector, Joy said cultured meats would play a significant role in sustainably feeding a growing population in the future.

Cultured meat will most likely be first available in selected gourmet restaurants until eventually, once a suitable price point is reached, it will find its way on to supermarket shelves​,” said Joy.

How exactly the time schedule plays out, we will see. We know that multiple innovators are at work to drive this development, such as the clean meat start-ups in our ProVeg Incubator, whom we are supporting with an extended program to help them scale up their products​.”

One of the clean meat start-ups driving development in the sector is Dutch-based business Mosa Meat, which is widely known for producing the world’s first slaughter-free hamburger in 2013.

Last year, GlobalMeatNews​ travelled to Maastricht University in the Netherlands to speak with co-founder and chief scientific officer Mark Post about the mainstream opportunities for cultured meat.

Post, who will speak at the ProVeg New Food Conference in Berlin, believed cultured meats would be available in retailers and introduced on a small scale into restaurants by 2021.

The ProVeg International New Food Conference expects to welcome around 350 people to the event from various backgrounds, including international stakeholders, start-ups, investors and consumer organisations.

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