Israeli President Isaac Herzog has become the world’s first president to taste cultivated meat, as the country officially embraces alternative proteins as part of its National Climate Strategy ahead of COP26.
Interest in plant-based products is growing, but many consumers still express skepticism about plant protein foods, or simply lack familiarity with the category. Category marketing campaigns to promote plant-based and alt protein products, independent of specific brands, can engender familiarity and showcase recent innovations. Campaigns can emphasize flavor, convenience, familiarity, nutrition, and other positive attributes. Category marketing can help expand existing markets, increase demand, and promote alternative proteins for new markets and use cases.
Many alternative protein companies are interested in exporting their products or ingredients, and this is matched by interest from businesses in many countries eager to import exciting products. But import/export is a complex endeavor with many legal, logistical, and administrative challenges. There are many opportunities for brokers, directories, legal firms, and service providers to facilitate global trade in alternative proteins, including consulting services on regulatory compliance, facilitating introductions to in-country distribution partners, and aggregating listings of government support programs and trade contacts.
Enabling easy animal ingredient substitutions in a wide range of food products.
There is a need for a supplier of low-cost growth factors produced without the use of animals to support the proliferation phase of cultivated meat production. The cost of growth factor production will need to be brought down significantly as cultivated meat production is scaled up.
There is currently a lack of resources for high school students interested in alternative proteins. Students interested in entering this field would benefit from the creation of summer courses that provide motivated high school students with the theoretical background, hands on experience, and a network of peers to help foster their interest in alternative proteins. The aim of initiating such a program is to encourage students to pursue self-directed learning in this area, thus stimulating growth in the alternative protein community.
Alternative protein companies would benefit from the availability of off-the-shelf or customizable bioreactors for cultivated meat and fermentation-derived products. This need could be filled by increased investment in and support of existing companies (see "Related Efforts"), creation of new companies, or strategic pivots by companies currently producing bioreactor technology for other applications.
A handful of companies and researchers are developing scaffold materials for use in various steps of the cultivated meat production process, but to date the topic of scaffolding has been largely overshadowed by the challenge of producing cell mass at scale. This is a topic in need of much more research and development as the industry matures in order to enable the development of products that have meat-like structure and texture, which will be more appealing to consumers than unstructured meat products.
With the world’s most important global climate summit (COP26) just around the corner, all eyes are on China—the world’s largest emitter of greenhouse gas emissions as well as the largest investor in renewable energy technologies.
As the IPCC puts the finishing touches on part two of its Sixth Assessment Report, which assesses the impacts of climate change on our planet and will be completed in February 2022, we explore the implications of part one and highlight opportunities for alternative proteins to mitigate climate impacts.
