Peppou is more blunt: “Hey, do you want a worse burger at a higher price so the planet benefits? … Not really. If I want to eat a beef burger, I’ll eat a beef burger, which tastes really good. And if I don’t want to eat a beef burger, because I want to eat sustainably, I’ll eat a carrot.”

I'm still fucking bewildered by the fact that Beyond and Impossible chose to price their products higher than meat. Dipshits could've taken over the market if their CEOs realized they had the price competitive edge.

The CEO of Vow, George Peppou, is taking a very different approach from these competitors. Rather than asking customers to pay $71 a kg for frozen shredded “chicken”, he says the company is embracing the high cost of cultivating cells by creating products to match the price.

“We selected going with these very high end products, very high end positioning … as a way of trying to shape and influence food culture as much as possible,” he says. While foie gras prices fluctuate significantly, at the time of writing Vow’s Forged foie was cheaper than the real deal.

I like this, just like how Tesla's first release was a roadster - it's not supposed to replace a Camry, why make a Camry with half the range and 4 times the price?
Start at the expensive end, match the quality and then work down.

Good to see some progress there, it's not going to make a huge difference at this stage but if it helps progress a more ethical meat option it will be useful in the long run.

Bets on when this breaks free and starts terrorising the countryside? This IS Australia, after all...

Anyone tried it? How does lab grown compare with veggie? Beyond wasnt that great.

I'm for lab grown meat, but as we transition to it, somebody will have to get rid of all those extra cows, pigs, chickens etc, and I will make the sacrifice and volunteer to help do it, one steak, chop, sausage and wing at a time.

This is the first time I've heard of lab grown meat actually being consumption ready. All the other stories pictured it more as a proof of concept, which I guess it still kinda is but it is important to do some field testing.