RE: Telegraph article 18/7/2020 Jul 2020 21:10
PART 7
It is a virtuous cycle. One in which plant-based products erupt from their less than 1 per cent meat market share of today, and cultured meats, the first of which are due for launch in 2022, do the same, jointly contributing to a tipping point at which traditional farming becomes a thing of the past.
It is not impossible. A report last year suggested the tipping point - when cultured and plant-based meats overtake conventional meat supply - will have arrived by 2040.
Already, the flourishing number of firms involved, and the sums invested in them, suggest such products are moving to the mainstream. Last year, US Burger Kings debuted the "Impossible" Whopper, which testified to the mainstream acceptance of plant-based products, as did plant burgers by JBS, the world's largest meat producer, and Nestlé.
The industry has come a long way since the Eighties' plant-based horrors.
But of course, innumerable missteps - scandals, health hazards, or sheer technical difficulties - could intervene to interrupt the rise of new meats. Among the many voices - in academia, analytics, investment or the industry itself - that I spoke to, opinion differed about when the breakthrough would come for cultured meat.
Most suggested a five- to 10-year horizon for products appearing on the market and gaining acceptance. Most also cautioned against promises in the next couple of years. But all were confident that the displacement of traditional meat and its farming processes was a matter of when, not if.
I tended to conclude my interviews by asking if, as a 45 year-old, I should be lucky enough to live another 45 years, would abattoirs still be standard? All agreed they would have largely or completely disappeared.
It would represent an astonishing transformation, a transformation which some liken to the car taking over from the horse. At the car's debut, the technologies delivered roughly the same. But the horse was at the upper limit of what it could do. The car was only beginning its journey. With more investment, infrastructure, acceptance, might new meats too be at the beginning of their journey, so that a man of my age might look back at the end of his life, and consider how extraordinary it was that at its outset, the globe sustained 1.4billion cows, 1billion pigs, 20billion poultry, and 1.9billion sheep, lambs, and goats - raised purely for slaughter? If that comes to pass, 2020 may come to be seen as a tipping point all of its own - a point where the risk of transmission of deadly, novel diseases from animal to man became abundantly, tragically clear; and where the appeal of meats grown in sterile laboratories began to take off.
"Today, people understand animalhuman contamination much better," says Charola. "Before it was a horror movie, some kind of science fiction. Now it is real."