Meat isn’t murder

Israel – Biotechnology start-up SuperMeat has announced its mission to bring cultured meat to the masses with a tongue-in-cheek campaign.

• Persuading people to try laboratory-grown meat is one of the biggest challenges faced by start-ups such as SuperMeat
• The campaign uses humour rather than scare tactics to engage and entertain consumers

SuperMeat has achieved around 95% of its £76,280 ($100,000, €90,790) funding target on Indiegogo. Once the target has been hit, the start-up will begin to develop its cutting-edge meat-making machines, which could one day enable consumers to grow meat using regenerative technology at grocery stores, restaurants and in the comfort of their own homes.

‘SuperMeat will focus on the benefits to consumer – how they will have control over the product, from the flavour of the meat to the amount of fat in it, to enable them to make it unique to their tastes,’ Shir Friedman, vice-president of marketing at SuperMeat, tells LS:N Global.