Cell-based meat companies are newcomers to the U.S. meat industry. The production and development of cell-based meat is evolving at a rapid pace and may be poised to disrupt the meat production industry. This nontraditional source of protein has distinct advantages, potentially making it more cost effective and environmentally friendly than traditional meat. However, unique challenges may also affect its acceptance in the marketplace. Sensing the impact cell-based meat could have on the industry, traditional meat producers and associations are lobbying for measures to put cell-based meat in a separate category from traditional meat. Such regulatory measures could potentially impede the cell-based meat industry’s growth.
This case features a start-up, Pure Meats, in the infant cell-based meat industry that is trying to move to the growth phase amidst industry giants. It also demonstrates various debates and conversations of relevant stakeholders regarding an innovative product’s journey in gaining mainstream acceptance.