George Peppou’s lab grown meat becomes first to hit world market


The chief executive of Australia-based company Vow, George Peppou has revealed that his lab-grown meat has become the first to hit the world market.

Singapore’s food regulator approved Vow’s quail foie gras for sale in March this year.

Vow has also received initial approval from Australia’s food regulator to supply their cell-based meat products here, with a final decision to come at the end of the year.

For now, Mr Peppou said Vow’s products have a place in Singapore’s luxury restaurants.

“Think of it as among the highest price point of any kind of animal protein you’d find,” he said.

“I can’t share the exact numbers — it’s a little bit commercially sensitive — but it would be among the most expensive proteins you’d find anywhere from any kind of distributor in Singapore.”

Australia’s Forged parfait. Photo: Forged

Mr Peppou said Vow aims to focus on novelty food products that are difficult to access. One of them being the parfait, which is being sold in Singapore under the brand name Forged.

“There’s no point trying to replicate beef, chicken or pork. It’s a fool’s errand,” Mr Peppou said.

“I love eating meat myself, and there’s no way that I’m going to be tricked, let alone we’re going to trick anyone else into thinking they’re eating a new version of the same thing.

“So instead, let’s use this new technology to offer something which is distinctive from what we already consume.”

Source: ABC News.




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