Future proteins, meat alternatives, sustainable proteins. The category of new products entering the market to replace the traditional and unsustainable meat in our diets has many names. Latest big article on the topic calling it the alt-protein sector was released in The Guardian on 30th of April 2018. You can read the article here.
In the article, some of the main players in the industry are interviewed. The main message given by the companies is clear: The most important thing in attracting large audiences and saving the planet is the taste.
“I don’t think mayonnaise, even ours, is healthy at all,” “I’d much rather people have a box of carrots if they are concerned about health, without question.” Josh Tetrick of Just.
“From our perspective, health is not the point,” said Bruce Friedrich of Good Food Institute.
The widely accepted approach shared by the interviewees seems to be that two clear compromises must be accepted in order to introduce these better options for meat eaters.
Compromise no 1: Healthiness
These modern food companies like the interviewed Just and Impossible Foods have a clean slate to do almost anything imaginable in the field of food technology but they have selected a path where healthiness is not the main factor. Is this really the best way? These companies might answer no, but at the same time, it is a must in order to attract large masses. Obviously, everyone would like to do very healthy products, but it has been accepted that as long as the taste is good, health- questions can be put aside.
Compromise no 2: Variety
When looking at companies like Just, Impossible Foods and Beyond Meat, there is another question that they have accepted as fact: For wide customer base acceptance, their products must resemble known animal-based products they are aiming to replace. The products are aiming to resemble animal-based products not only by taste but also by how they look, feel and smell.
The thinking behind these compromises suggests that it is easier to market people familiar, but inferior product instead of an unfamiliar superior one. It is important to notice here that we are not talking here about production costs as the motivation for these compromises, but marketing.
These two compromises might be well justified, but they are very limiting from product development’s perspective. The management of these companies are telling their R&D- departments: Let’s do a sustainable product that tastes good but it must look, feel and taste like this other thing. When working from the point of view where you are copying something, not making the best possible product, you are incentified to sacrifice not only health but also the optimal environmental impact.
What if the management’s message to R&D would be the following: Let’s do a product that is sustainable, tastes good and is healthy? What kind of amazing products could these companies create if they would work without these listed compromises?
The clean meat industry is a different story. Clean meat- companies are not copying animal-based products, they are making the original thing but in a more sustainable way. Producing muscle-cells in bioreactor instead of rearing an animal brings an impressive list of improvements in comparison to the traditional method of producing animal flesh: No manure-derived issues, no use of antibiotics, the end product is free of animal-based pathogens to name a few. Even though the clean meat is a new process for a traditional product, the new process allows improvements that are not possible traditionally. For example, the amount of fat and the type of fat in the product can be changed as desired.
The justification for the need of clean meat products comes from the well-founded assumption that people must have a meat option and to provide that to them the bioreactor way is a clearly better way than rearing the full animal.
Clean meat- companies and the “plant-based meat imitators” are in the same line in the way that both want to introduce meat alternative to meat eaters. It is absolutely clear that there is a huge demand for this. In clean meat’s case, we don’t need to think of the issue of the product being familiar or not because the end product is the very same meat we eat today. In the plant-based product’s case, this conclusion that product quality should be sacrificed for marketing purposes should be seriously questioned. If the imitator- companies follow the chosen path they are bound to find it to be a dead end. Eventually, the clean meat technology matures and the products hit the market shelves with comparable prices to the imitators. At this stage, the plant-based meat imitators have nothing on clean meat when marketing to meat eater audience. On the other hand, if meat imitators reach “good enough” stage with a fraction of the cost compared the clean meat, clean meat will become only a marginal high-end product.
For more detailed comparison of clean meat, plant-based meat imitators and plant-based meat replacements read my earlier blog post here: https://ilkkataponen.com/2017/07/27/imitators-replacements-and-clean-meat/