Many cultivated meat start-ups produce chicken. Some produce beef. Some even produce seafood.
Vow is different. The Australian start-up thinks out of the box with cultivated quail parfait, cultivated foie gras and even cultivated woolly mammoth meatballs, made from an animal which no longer exists in its non-cultivated form.
The company has just released its products on the Hong Kong market after gaining regulatory approval from Hong Kong’s Centre for Food Safety (CFS). Previous to this, cultivated meat was only available in Singapore, although has also gained regulatory approval in Israel and the US.
How can cultivated meat appeal to consumers?
For individual consumers, says CEO George Peppou, the appeal of cultivated meat is all about novelty. “For some, the novelty and excitement of dishes diners have never seen or tasted before gives them the ability to experience a unique, luxury experience in a crowded dining scene when they’re seeking something new.”
For establishments such as hotels, however, it has a more practical purpose. “Cultured meat is a way to serve high-quality, delicious meat at scale, taking out all of the prep work that would otherwise come with getting meat to taste that good.”
It also means that products such as quail foie gras will be available all year round, whereas such products are often subject to disease and lack of supply.
The products, suggests Peppou, provide chefs with flexibility as well. “Success lies in crafting offerings that allow chefs with different styles and audiences to bring them to life in unique ways.”
Vow was encouraged by its success in Singapore to enter the Hong Kong market, says Peppou.
How can consumer distrust be combatted?
However, there is also a persistent distrust of cultivated meat among many consumers.
“Cultured meat has an image problem. The category has been positioned as sterile, overly scientific, and planet-focused—a narrative that doesn’t resonate with the average consumer,” Peppou suggests.
“Many view it as synthetic, lab-made, and not ‘real food,’ most people don’t even know what ‘cultured meat’ means.”
Cultured meat has an image problem. The category has been positioned as sterile, overly scientific, and planet-focused—a narrative that doesn’t resonate with the average consumer
George Peppou
Previously suggested solutions for this problem have included, for example, emphasising the animal welfare credentials of cultivated meat, which research suggests consumers care about.
To Peppou, however, the thing that can really engage them is excitement.
“People need to embrace [cultivated meat] with excitement and curiosity, not scepticism. We need reactions like, ‘that sounds delicious!’ and ‘when can I try it?‘”
Do unique products attract consumer attention?
Vow has a range of unconventional products, including but not limited to the meat of long-extinct animals. The company is not content to stick to old favourites like chicken or beef. Could such uniqueness engage consumers?
“Our goal isn’t to replicate existing meats but to create entirely new foods that meat-eaters genuinely want and need – meats they choose not out of obligation but because they crave them," Peppou explains.
“Instead of being limited by tradition or nature, we’re crafting an entirely new meat category that offers consumers something new and exciting.”
What’s next for Vow?
After success in Singapore and expansion to Hong Kong, Vow plans to apply for approval in more markets. The company is currently advancing approval applications to the US, New Zealand, and home turf Australia. It hopes to see its products available in other markets, such as Europe, soon.
“Across the globe, there’s growing interest in the regulatory frameworks governing cultured meat as governments recognise the outsized impact it could have on their economies, food security, and the environment,” says Peppou.