Prominent poultry producer partners with cultivated meat co.

According to a recent report from McKinsey & Company, the cultivated meat industry could account for as much as 0.5% of global meat supply by 2030, representing a US$25 billion market. Photo: SuperMeat
According to a recent report from McKinsey & Company, the cultivated meat industry could account for as much as 0.5% of global meat supply by 2030, representing a US$25 billion market. Photo: SuperMeat

One of Europe’s largest poultry producers has partnered with a food-tech company that develops cultivated meat. Together they aim to bring cultivated meat products, including chicken, turkey, and duck, to European consumers.

PHW Group in Europe has signed an MoU with food-tech company, SuperMeat, a partnership of which solidifies the brands’ joint mission to bring cultivated meat products to the masses in Europe.

With this signed MoU, PHW Group and SuperMeat will work together to obtain EU authorisation of the products and be among the first to develop, manufacture and distribute cultivated meat at a large scale.

Taste, texture and nutritional composition of chicken

According to SuperMeat, the company’s proprietary cultivated meat platform will enable them to offer cultivated meat products that meet consumers’ expectations across taste, texture and nutritional composition, but without the use of animals.

Meanwhile, PHW Group has been an active player in the alternative protein market and says it has invested in a diverse portfolio of alternative protein products, including participating in SuperMeat’s previous funding round.

Photo: SuperMeat
Photo: SuperMeat

In the recent press release, PHW Group noted that it is the only company from the meat industry to rank among the 50 Sustainability & Climate Leaders, and that “its ongoing investment in alternative ways of manufacturing some of the world’s most staple meat proteins is part of this commitment to advance more sustainable meat practices”.

‘The Chicken’

SuperMeat is the first B2B cultivated meat company to address the entire category of poultry meat, providing a complete solution to cultivated meat production. The brand says it has showcased the versatility of its meat development at its pilot production plant, The Chicken, which, it says, is an innovative, sustainable restaurant experience from SuperMeat and the world’s first test kitchen serving a menu of dishes developed from cultivated chicken grown directly from chicken cells, all under the same roof. The first test kitchen is near Tel Aviv in Israel.

Berkhout
Natalie Berkhout Freelance journalist



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