Sizzling Steaks May Soon Be Lab-Grown
Renata Garcia
Picture going to a five-star restaurant and ordering their most expensive steak on the menu. The steak comes out and you curiously ask your server what grade the meat is. He proceeds to tell you that the meat is actually made from animals cells that are cultured in steel tanks. How would you react?
Picture going to a five-star restaurant and ordering their most expensive steak on the menu. The steak comes out and you curiously ask your server what grade the meat is. He proceeds to tell you that the meat is actually made from animals cells that are cultured in steel tanks. How would you react?
Recently, technology has crossed new frontiers in computers, cars, and home life. Now, startups are striving to cross the next frontier, food. For several years, my family has been operating restaurants around Houston and suburbs of Houston. Our food prodcuts are always purchased weekly and we make it a goal for our ingrideients to be the best they can be. Now, imaging our steaks or chicken being grown by animal cells is simply absurd. So many components make up the delicious taste of steak.
Several startups and researches have been teaming up to develop a new process to cultuallry grow meat and poultry products. The project to grow a burger in a lab was funded by Google Inc. for $330,000. Growing meat would similaar to the process of fermentors used to brew beer. The growing of cell derived meat will create far less waste and avoids the need for antibiotics and additives commonly used in meat production. One day, the food will become scarce, and the meat industry knows this.
Recently, conumers have shifted the way the purchase food and aim towards more "organic" and "natural" products.
So now with food being made out of cells, costumers are skeptical of the meat industries goals. Generally, the process begins with isolating cow's cells with oxygen and nutrients such as sugars and minerals. Cells then develop insider bioreactor tanks into skeletal musicel that can be harvested between nine and 21 days. The cells and be drawn without the slaughtering of the animals which overtime will have an effect on the population of cows, etc.
The goal of the companies is to have new cell meat introduced in the restaurant scene in four to five years.
Relating this to marketing, due to the unheard of method of grown meat from animal cells the companies are developing new market strategies to target uneasy consumers. Particularly, I think the companies should target supporters who are pro the movement of cell grown meat by providing tastings and showing the process in depth of how it works. They should also target consumers who are against the process because people tend to be weary of the unknown, so once they see how and what goes into growing these cells then their stance will change.
Several startups and researches have been teaming up to develop a new process to cultuallry grow meat and poultry products. The project to grow a burger in a lab was funded by Google Inc. for $330,000. Growing meat would similaar to the process of fermentors used to brew beer. The growing of cell derived meat will create far less waste and avoids the need for antibiotics and additives commonly used in meat production. One day, the food will become scarce, and the meat industry knows this.
Recently, conumers have shifted the way the purchase food and aim towards more "organic" and "natural" products.
So now with food being made out of cells, costumers are skeptical of the meat industries goals. Generally, the process begins with isolating cow's cells with oxygen and nutrients such as sugars and minerals. Cells then develop insider bioreactor tanks into skeletal musicel that can be harvested between nine and 21 days. The cells and be drawn without the slaughtering of the animals which overtime will have an effect on the population of cows, etc.
The goal of the companies is to have new cell meat introduced in the restaurant scene in four to five years.
Relating this to marketing, due to the unheard of method of grown meat from animal cells the companies are developing new market strategies to target uneasy consumers. Particularly, I think the companies should target supporters who are pro the movement of cell grown meat by providing tastings and showing the process in depth of how it works. They should also target consumers who are against the process because people tend to be weary of the unknown, so once they see how and what goes into growing these cells then their stance will change.
We have the same article haha! I do agree with you that they should study consumers behaviors by asking both pros and cons critics before putting the products out on the market.
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