MEAT RE-IMAGINED The global emergence of alternative proteins - what does it mean for Australia? Meat Re-Imagined FOREWORD

Our food system is undergoing its greatest The emergent alternative protein industry is complementary to transformation of the last century. We are facing Australia’s strong agricultural tradition – simultaneously increasing the prospect of a global population 10 billion strong sustainability and system efficiency, and addressing public health challenges. Investments by the world’s largest meat companies in the age of potentially devastating climatic shifts into alternative proteins, and their re-positioning as ‘protein’ and severe public health challenges. Traditional providers, signals how conventional agriculture and alternative methods of production are insufficient to meet proteins can coexist, inviting new cooperative opportunities such the challenges and demands confronting us. New as supplying primary inputs and producing new crop varieties. technologies offer the prospect of producing Australia’s globally trusted brand is synonymous with safe, high- nutritious, sustainable foods to feed a hungry world. quality food – a testament to the integrity of our production systems The rise of alternative proteins, from humble and ancient and manufacturing capabilities. With a growing international beginnings to the modern technological advances of plant- consumer base seeking safe, sustainable, healthy food, Australia is based meat alternatives and cellular agriculture, has enormous ideally placed to leverage our wealth of research and manufacturing potential as a tool for addressing today’s food system challenges capabilities as well as the production and marketing expertise of the – especially given the extent to which these innovations are being conventional protein sector to rapidly scale-up. embraced by consumers of all dietary habits. A diversified protein sector offers Australia new industrial To date, leading researchers and companies in the U.S., Europe opportunities and job creation across a variety of fields, the and Asia have forged ahead with new production processes and implications and quantum of which this paper identifies as an area products, while Australia has largely remained an observer. This in need of further research. Government has a role to play by paper intends to kick-start a distinctly Australian discussion on providing support and countering the siren-calls of those intent alternative proteins that considers our unique consumer base, on protecting the status-quo with positive, progressive policy. skills, production systems and economy. Alternative proteins are a reality; Australia now faces the choice of sitting on the side-lines or becoming a sectoral leader.

To achieve success, the scientific, business, government and conventional food and manufacturing sectors must work collaboratively to overcome challenges and fulfil the potential of a new and vibrant industry.

I am grateful to the authors and researchers who devoted so much time and effort to compile this paper, particularly Sam Lawrence, Food Frontier’s Managing Director, agricultural specialist and the paper’s principal author. While not exhaustive, the paper specifically focuses on the three main pathways of plant-based, cell-based and hybrid products as realistic, healthier, sustainable and scalable options to feed our growing population.

I would like to acknowledge and thank the Lord Mayor’s Charitable Foundation whose generous support made this project possible.

Thomas King

Funded by

CEO, Food Frontier Young Australian of the Year VIC 2015 2

About Food Frontier

Food Frontier is Australia and New Zealand’s leading Paper Review Panel think tank and industry accelerator for plant-based meat alternatives and cell-based meat. Funded by philanthropy, Food Frontier would like to thank our exceptional review panellists for their insights. Food Frontier is proudly independent.

We believe food innovation is critical to feeding the growing global population in coming decades. By driving science-based solutions to the need and Angeline Achariya demand for sustainable, healthier proteins, we are working to create a more CEO, Monash Food diversified, efficient and future-proof food supply that is good for people, Innovation Centre great for business and better for the planet.

Globally renowned for world-class food research, production, and exports, Australia and New Zealand are exceptionally well-placed to become the Asia Dr David Welch Pacific’s leaders of the rapidly emerging alternative protein sector. Director of Science & Technology, The Good Food Institute Through research, advocacy, consulting and events, Food Frontier advises and connects stakeholders across the supply chain, from agriculture and science to government and business. We support existing and emerging leaders to capitalise on the opportunities to create and supply plant- Dr Liz Specht based and cell-based meat in the world’s most populous region, where Senior Scientist, The Good diversification is most urgently needed. Food Institute

Our Approach Terence Jeyaretnam Partner EY, Climate Change & Sustainability Services Activating Development of, and investment in, new applications for plant proteins and cellular agriculture by working with scientists, entrepreneurs and investors.

Sarah Nolet Partner & CEO, AgThentic

Accelerating Supply of new products to market by working with food businesses, industry groups and regulators.

Dr Peter Whittle CEO and co-founder, AgKonect

Advocating Adoption of new choices within the market by working with food outlets, consumers and the media.

Suggested citation for this paper: Lawrence S, King T, Fish L, Baird Walsh J, Byrd E. Meat Re-Imagined: The global emergence of alternative proteins - What does it mean for Australia? Melbourne: Food Frontier; 2019. Meat Re-Imagined CONTENTS

01 FOREWORD 33 Hybrids Prospects for 05 INTRODUCTION 35 Australia

PLANT-BASED 11 MEAT ALTERNATIVES 39 Conclusion

Cell-based 23 meat 41 Endnotes

Meat Re-Imagined INTRODUCTION

Our ability to meet the increasing protein demands of the world’s growing population is reaching a critical inflection point. Leading authorities have warned that our current food production systems will fail to sustainably feed the world without urgent changes.1,2 Today’s methods of protein production have far-reaching implications, from threats to food safety and security, to environmental degradation and dwindling natural resources – threats from which Australia is not immune. Rapidly emerging technologies in plant-based meat alternatives, cell-based meats and hybrid proteins are offering innovative solutions. If properly harnessed by industry and supported by government, these foods promise new ways to meet consumer demand for familiar products, while increasing the sustainability of our food systems. Introduction 6

Current Protein Supply

Today’s food system feeds a Australians consumed approximately 110 kilograms of meat per person in 2015 – more global population of 7.6 billion,3 than three times the global average (excluding seafood).6 Australians eat more than four 7 and is rapidly approaching its times the global per capita average of beef and veal, rivaling countries like Brazil and the U.S.8 Annual chicken consumption has also skyrocketed in Australia, growing tenfold from productive limits. The food 4.6 kilograms per person in 1965 to 47 kilograms in 2016.9 system of 2050 will need to feed a projected population of Globally, meat production increased four to five fold since 1961 to meet the demands of 9.8 billion,4 with estimates that a growing population10 and increasingly affluent consumers in developing and middle- food demand will rise by more income nations such as China, India and Brazil who are consuming greater amounts of meat.11 There is simply not enough productive land left to meet the increasing global than 50 percent, and demand population’s protein needs without a significant shift in production efficiency.12,13 Today, for animal-based foods by raising livestock requires about 80 percent of the world’s agricultural land14 and produces 5 nearly 70 percent. just 18 percent of the world’s calories.15 A third of global croplands are currently used to grow feed for farm animals, while more than a quarter of the planet’s habitable land is used for livestock grazing.16 The pressure to innovate is falling on the shoulders of industry to find more sustainable methods of protein production, and governments to encourage changes in consumption patterns.

Australians’ meat consumption IS 3x THE GLOBAL AVERAGE

Figure 1. Global meat consumption trend.

r cit

Meat Re-Imagined

livestock uses Excess meat consumption and current 80% production have significant effects on human health, livelihoods and the of the world’s agricultural land AND PRODUCES economy. Meat thus poses a special challenge to the future development 18% of the global food system.” 17 – World Economic Forum of the world's calories

1/3 of global croplands are used to grow feed for farm animals

1/4 of the planet’s habitable land is used for livestock grazing Introduction 8

Environmental Challenges

Nearly a third of the water used in water sources in Australia – a problem agriculture globally is used to produce exacerbated by many practices common animal-based products,18 while manure in conventional animal agriculture.26 runoff from intensive farming operations Despite the recommendations by NSW 8 1 and pesticide runoff from animal feed- DPI, no formal policies have been created chicken calorie crops are major causes of freshwater to guide improvements in resource use conversion contamination.19 Increased levels of and preservation. nutrients from manure runoff have led to International commentators from scientists algal blooms, and contribute to oceanic to business leaders are beginning to ‘dead zones’ where oxygen levels are too fundamentally question the efficiency of low for some marine life to survive.20,21 conventional animal agriculture.27,28 In the 34 1 The global scale of animal agriculture is context of U.S. farming, it’s estimated that reflected in a recent report examining the beef calorie a chicken must be fed eight calories of biomass distribution on Earth published in conversion feed to generate one calorie of chicken the Proceedings of the National Academy meat. In the case of beef, 34 calories of of Sciences in 2018.22 The report found feed are required to produce one calorie that farmed poultry now makes up 70 of meat.29 While the Australian agricultural percent of all bird life on the planet, with system is significantly different to that just 30 percent being wild. The story for of the U.S., these estimates serve to mammals is even more stark, with 60 highlight the fact that every kilogram percent of all mammals on Earth being of meat produced from an animal livestock, 36 percent humans and just 4 represents a significant loss of calories percent wild mammals.23 from the food system. Animal agriculture is a leading cause It is widely recognised that conventional of deforestation, land degradation, animal agriculture has an outsized impact biodiversity loss, and habitat destruction on atmospheric greenhouse gases. worldwide.24 In the Australian context, from A Food and Agriculture Organization 2013–2015, livestock grazing accounted report from 2013 estimated that livestock for 91 percent of deforestation in accounts for 14.5 percent of all human- Queensland, which diminished the habitat induced greenhouse gas emissions.31 For every 10 of native species including the koala.25 Beef in particular has a major impact, Across the border, the New South Wales with the World Resources Institute stating kilograms of Department of Primary Industries (NSW that if cattle were able to form their own DPI) highlighted the critical importance grain...we get 1 nation, they would rank third behind China and challenge of preserving high-quality and the United States on the list of the kilogram of beef world’s largest greenhouse gas emitters.32 According to leading international policy in return. The institute Chatham House, it is unlikely that world governments will be able to meet calorie kick- the goals laid out in the Paris Climate Accord without addressing emissions back is just too from animal agriculture.33 low to feed a growing world population.” 30 – BILL GATES Meat Re-Imagined

Public Health Challenges

Current meat consumption levels On a global level, widespread use of that more than four in five portions of and methods of production antibiotics in intensive animal agriculture raw chicken were contaminated with pose public health challenges, production is directly linked with issues campylobacter bacteria, and that nearly of rising antibiotic resistance around the two in five were contaminated with particularly in the context of world.34,35 The World Health Organization salmonella.39 intensive animal agriculture. estimates that in some countries “80% of A number of peer-reviewed studies from total consumption of medically important sources including the National Institutes antibiotics is in the animal sector.”36 of Health, the World Health Organization, Further, the potential of breeding new and Harvard School of Public Health, zoonotic diseases within high-density link high levels of conventional meat farm environments – such as swine and consumption to diseases including avian influenza – presents a significant cardiovascular disease, type 2 diabetes, public health risk.37 and colorectal cancer, partly due to risk Additionally, faecal bacteria contamination factors including LDL cholesterol and during meat processing is among the saturated fat.40,41,42 These diseases are leading causes of foodborne illnesses among the leading causes of death in in consumers.38 In the local Australian Australia,43 and could be reduced through context, a study by Food Standards greater adoption of plant-based foods.44 Australia and New Zealand found Introduction 10

Opportunities in Today’s Protein Market

Despite the challenges presented In 2015, Australia was the world’s largest eliminating animal protein entirely.48,49 by conventional meat production, exporter of beef and veal, with the red Younger generations in particular are meat remains a large part of meat industry alone accounting for leading the trend toward reducing approximately 440,000 direct and indirect conventional meat consumption, wielding diets and economies worldwide. jobs across the country.45 Governments their significant buying power and citing and industry will need to understand and health and environmental concerns as implement new models of production primary motivators.50 that mitigate or eliminate the health, Euromonitor ranked Australia as the most environmental, and economic challenges favorable market for plant-based products, posed by the current system. These citing a large population of millennials, and may include efficiency and sustainability high rates of plant-based eating.51 Market improvements to existing systems, research has predicted a combined annual however, research has shown this alone growth rate of 7.7 percent globally and 9.4 will not be sufficient, warranting solutions percent in Asia between 2018 and 2025 that don’t rely on animal agriculture.46 for ‘meat substitutes.’52 Data shows that an increasing number of This paper seeks to provide insights on consumers are demanding alternatives to the most promising growth areas across conventional meat. As most consumers’ a range of alternative protein sources, food choices are driven by taste, price including the context necessary for and convenience, a growing number of Australian innovators and policy makers companies are producing affordable and to determine the most effective paths accessible meat alternatives that offer toward a sustainable food future. the sensory experience that consumers are accustomed to in meat. Groups of Plant-based meat alternatives and cell- scientists and entrepreneurs around the based meat represent viable alternatives world are demonstrating that food science, to conventional meat. Other forms of nature and human ingenuity can produce alternative protein such as algae and popular foods – from burgers to dumplings insects, are being pursued as protein – without reliance on animal agriculture. supplements, however functional limitations and cultural norms restrict Aggregate growth in the consumption of their utility as realistic meat alternatives. conventional meat is expected to slow, Consequently, this paper focuses according to McKinsey & Company, to primarily on plant-based meat alternatives 1-1.5 percent per year overall growth.47 and cell-based meat as the two principal Conversely, consumer and investor meat alternative categories. interest in alternative proteins is rising with plant-based product launches more than doubling in the past five years. Consumers are increasingly embracing a ‘flexitarian’ diet, which places an emphasis on consuming plants without Meat Re-Imagined

PLANT-BASED MEAT ALTERNATIVES

background

Innovators in today’s market for plant- New options that replicate the familiar textures and flavours of based meat alternatives are redefining conventional meat are encouraging more consumers to move what it means to eat meat. plant-based meat alternatives to the centre of the plate. Plant-based meat alternatives come in a variety of forms, from whole-food meat mimics such as ‘pulled’ jackfruit and fermentation- based products such as those made by Quorn, to technologically advanced plant-based meats including the Beyond Burger and Impossible Burger.

Though the plant-based trend may be considered relatively modern, plant-based meat alternatives such as tofu and seitan have been a part of dietary habits for centuries. There is evidence that tofu was specifically promoted as ‘mock lamb chops’ as early as 965CE.1 The 20th century saw the development of plant-based meat alternatives including Protose, a seitan-like meat alternative.2 Following the Second World War, significant advances in production and packaging technology contributed to the development of products based on plant protein isolates, concentrates and textured proteins.

Today, technology is enabling the development of a new generation of plant-based meats that appeal to mainstream consumers. These products are marketed toward omnivores and aim to mimic the sensory experience of eating conventional meat. The consumer response to this emerging category has been significant, with demand for some products now outpacing supply.3 Restaurant chains around the world are putting next generation plant-based meats on the menu,4 grocery chains are stocking them in the meat aisle alongside conventional meat,5 and conventional meat companies are launching and acquiring plant-based brands at a frenetic pace.6

The consumer shift towards plant-based meat alternatives and plant-based foods more generally is happening at a moment when industry incumbents and governments are seeking to mitigate Impossible Burger; base ingredients some of the negative externalities of conventional meat production. Plant-Based Meat Alternatives 12

Commercial Market

The growth of the plant-based meat alternatives sector is reflective of a number of broader social and consumer trends occurring globally. Increasing awareness about the health and sustainability implications of our diets, and a growing desire for convenience, are significant factors in the rising demand for plant-based meat alternatives.7,8 The entry of new plant- based meat products and brands into the market9 is expected to significantly diversify protein options available to consumers, much like plant-based milk products have offered choices beyond conventional dairy. Plant-based chicken produced by Sunfed Meats

Growth

In 2018, the value of the global plant-based meat Figure 2. Growth of plant-based meats and animal meats in alternatives market was estimated at US$4.33B.10 Market U.S retail market. research firms are projecting record growth in the plant protein sector in 2019 and beyond,11 with Lux Research estimating a doubling in demand for alternative proteins by 2024.12 Quorn, a veteran alternative protein company, 24% has announced it is on track to be a billion-dollar business by 2027.13 Although plant-based meats still comprise less Plant-ased eats than one percent of the global meat market, the sector has seen remarkable levels of year-on-year growth, registering a 24 percent increase in sales from June 2017- 2018 alone.14 Comparably, Nielsen reports overall plant- based food and beverages sales growth of 14.7 percent in the U.S. from 2016-2017.15

Some niche products have shown tremendous growth, including jackfruit-containing prepared foods, which grew 377 percent from 2016-2017.16 Assuming plant-based meats continue to advance in terms of taste, flavour and health benefits, CB Insights postulates that “we could % see direct competitors to meat incumbent brands across Plant-ased virtually all frozen and prepared food categories.”17 eats 2% Anial eats

ees dllar sales endin Ast ees dllar sales endin ne PBA-issined data r ielsen Meat Re-Imagined

Beyond Meat branding featuring professional basketball player, Kyrie Irving

Marketing

Many of the companies behind popular like product release pattern, Impossible where it received a highly enthusiastic plant-based meats are utilising forward- Foods has earned itself a notable amount reception and was awarded the ‘Top thinking marketing to appeal to a far of publicity and social media attention, Tech of 2019’ by tech publisher Digital broader consumer base than vegetarians thus generating significant public Trends.22 Consumer research conducted and vegans. By balancing messaging and interest – particularly from millennials.21 by Impossible Foods has indicated imagery to highlight taste, experience, In January 2019, the company presented that approximately 70 percent of their health and sustainability, and by putting an it’s Impossible Burger 2.0 at the customers eat conventional meat.23 emphasis on innovation, new plant-based Consumer Electronics Show in Las Vegas, meats have largely overcome previous associations with dietary restriction and flavour or textural deficiencies.

Two companies – Beyond Meat and Impossible Foods – exemplify this approach to marketing. Beyond Meat We’re not going to solve this features popular athletes in its advertising, emphasising the performance and health problem by pleading with benefits of its products.18 The start-up couples this approach with appeals consumers to eat beans and tofu to sustainability and naturalness and highlights its “free-from” status with instead of meat and fish … we're regard to soy, gluten, and cholesterol.19 making meat for uncompromising Taking a distinctly more Silicon-Valley approach, Impossible Foods has meat lovers, but with a fraction of successfully positioned its plant-based meats as high-tech advancements.20 the environmental impact.” By embracing novelty and an iPhone- – Pat Brown, Impossible Foods CEO Plant-Based Meat Alternatives 14

Product Availability

Across the world, plant-based meats are Foods for US$1.99,26 while retailers such rapidly expanding into the mainstream. as Tesco in the United Kingdom now stock According to Shama Lee, founder and Beyond Meat burgers and have launched CEO of New Zealand’s Sunfed Meats, fully plant-based products developed by 8% “we’ve got a good problem, which is in-house innovation centers.27 nsers relarl that we can’t meet demand.” Sunfed nse lant-ased alternatives Placement inside meat cases within Meats launched its plant-based chicken d nt nsider teselves supermarkets has proven to be a strong alternative in Progressive Enterprises and veetarian r vean accelerator for sales of plant-based Foodstuffs Markets in New Zealand in meats. Figures from one of the largest 2017, selling out within days of its debut.24 conventional retailers in the US reveal that In the Australian fast food sector, Hungry out of all its grocery stores in southern Jack’s (whose menu already features a California, the Beyond Burger was the vegetarian burger) began trialling a plant- number-one-selling burger patty in the based meat burger called ‘Kinda Meat meat case over a five-week period.28 Burger’ in the Australian Capital Territory The Beyond Burger is now available at and Goulburn25 (regional New South more than 20,000 grocery stores and in Wales) in early 2019, at a comparable more than 11,000 restaurants,29 including price to conventional beef burgers. White throughout Australia at retailers such as Castle, the oldest fast-food burger chain in Coles and IGA. the U.S., sells a slider made by Impossible

Impossible Foods production line in Oakland, California Meat Re-Imagined

Consumer Trends

The percentage of vegetarians in Australia is on the rise, increasing from 9.7 percent in 2012 to 11.2 percent in 2016, and jumping by 30 percent in NSW.30 While vegetarians and vegans will naturally be early adopters of plant-based meats, these consumers are not the primary target for many plant-based meat companies. Consumers actively seeking to reduce their consumption of conventional meat are more likely to purchase plant-based meats.31,32,33 Of U.S. consumers who regularly consume plant-based meat alternatives, 86 percent do not consider themselves vegetarian or vegan.34

Beyond Meat, Impossible Foods and other start-ups are directly targeting the most valuable market for plant-based meats: omnivorous millennials. This approach appears to be working, with Beyond Meat’s sales increasing 70 percent in 2018.35 More than half of U.S. non-millennials eat meat alternatives, rising to nearly eight-in-ten millennials. Almost one-third of millennials report that they are trying to a eat a more plant-based diet.36

Costs

Plant-based meats are, in some instances, already achieving price parity with conventionally produced equivalents; however, many are yet to become competitive with conventional meat in terms of scale and cost.

Figure 3. Retail price comparison of plant-based meat and equivalent, specialty conventional meat products in Australia – Woolworths Supermarket (online at woolworths.com.au) and Hungry Jack’s fast food outlet (ACT).

Meat Type Plant-based Meat Product Plant-based Meat Conventional Meat Conventional Meat per kilogram Equivalent per kilogram (AUD) (AUD)

Mince Funky Fields Minced 400g $8 $20 Grasslands Premium Mince $16 500g $8

Burger Patties Beyond Burger Patties 227g $12.99 $57 Woolworths Gourmet $26 Angus Salt & Pepper Burger 250g $6.50

Sausages Vegie Delights Vegie Sausage 300g $6 $20 Beak & Sons Gourmet Beef $15 Sausages 500g $7.50

Nuggets Fry’s Meat Free Nuggets 240g $6 $25 Ingham’s Free-Range $20.75 Chicken Nuggets

Fast Food Burger Hungry Jack’s Kinda Meat Vegan N/A Hungry Jack’s Whopper N/A Cheese Burger $7.30 w/ Cheese $6.90 Plant-Based Meat Alternatives 16

If we are not aware of it and participating in our own disruption, we basically deserve what we get.” – Tom Mastrobuoni, Chief Financial Officer, Tyson Ventures

Investment

The pace and magnitude of consumer adoption In 2017, Canada’s largest meat producer, Maple Leaf Foods, of plant-based meats is evidence of latent acquired Field Roast Grain Meat Co. for US$120 million.43 Other demand. However, continued growth in the notable acquisitions include Monde Nissin’s purchase of Quorn for US$832.37 million in 2015,44 and Nestle’s purchase of Sweet sector is largely contingent on funding to scale Earth Foods for an undisclosed amount in 2017.45 production and distribution. In late 2018, plant-based meat companies Impossible Foods Investors have shown significant and increasing interest in the and Beyond Meat were the joint recipients of the UN’s highest market for plant-based meats. In 2016, Tyson Foods, one of environmental honour, the Champion of the Earth Award.46 The the largest meat processing companies in the world, launched novel technology and sustainability benefits of plant-based a US$150 million venture fund to support “breakthrough meats have attracted funding from high-profile tech investors technologies, business models and products to sustainably feed and environmentalists including Leonardo DiCaprio and Twitter 37 the growing world population.” The fund’s first action was to co-founders Biz Stone and Evan Williams.47,48 Impossible Foods is 38 purchase a stake in Beyond Meat. General Mills’ venture capital currently the top-funded start-up in the alternative protein space, 39 arm soon followed suit with its own investment in Beyond Meat. raising nearly US$400 million from high-profile investors like Former McDonald’s CEO Don Thompson’s venture capital fund, Gates and Hong Kong business magnate Li Ka-Shing.49 Google Cleveland Avenue, also counts Beyond Meat among its portfolio Ventures, the investment arm of Google’s parent company, 40 brands. Tyson Foods has even announced its intention to Alphabet, has also invested in Impossible Foods. Speaking at 41 launch its own line of protein alternatives. the 2016 Milken Institute Global Conference, Alphabet Executive Other food industry actors have chosen the path of acquisition Chairman Eric Schmidt named plant-based meat as the number to enter the market for plant-based meat alternatives. Following one game-changing technology, surpassing 3D printing, 50 Pinnacle Foods’ acquisition of Gardein for US$154 million in autonomous cars, and other notable technologies. 2014 – to add the brand to the Birds Eye Frozen Division – In New Zealand, Sunfed Meats closed a NZD$10 million Series A Pinnacle’s CEO Bob Gamgort stated that “plant-based protein fundraising round in November 2018, led by Australia’s Blackbird is at the tipping point of becoming mainstream, making Gardein Ventures,51 to fund the company’s next stage of growth and 42 an exciting new growth platform for the Birds Eye business.” international expansion. Meat Re-Imagined

Varieties of plant-based meat alternatives

Plant-Based Meats Examples:

Plant-based meats consist wholly of plant-based ingredients, and aim to replicate the experience of cooking and eating conventional meat – from preparation methods to appearance, Beyond Meat began releasing pre- Similar to Beyond Meat, Sunfed Meats texture and flavour. To achieve this, packaged ready-to-cook plant-based uses Canadian yellow pea protein food technologists develop unique meats in 2016.52 The products contain as its primary base, though it also combinations of plant proteins, fats, no soy, genetically modified organisms incorporates ingredients sourced from gums, spices and seasonings. Some or gluten.53 New Zealand, including pumpkin and of these ingredients are processed maize starch. Sunfed’s pre-packaged, using extruders or unique processing frozen chicken alternative contains 62 technology that controls the moisture, percent more protein than a lean, skinless heating, cooling and pressure to create chicken breast and employs proprietary functional, taste and textural properties. processing technology to mimic the texture of conventional chicken.54,55

Impossible Foods debuted the Impossible Funky Fields’ “Minced” was launched Burger in 2016 with an update launched across Australia in 2018 through in 2019.56 The Impossible Burger uses Woolworths supermarkets, selling out a plant-based ‘heme’, found in the root in hundreds of stores within the first nodules of soybean plants, which the week. Made in Denmark from soy, wheat, company claims is responsible for the almonds and mushrooms, the product is ‘bloody’ effect and unique meat aromas.57 stocked alongside conventional meat in Woolworths stores.58,59 Plant-Based Meat Alternatives 18

Nature’s Meat Mimics Fermentation-Based Meat Alternatives

Naturally occurring plant products including jackfruit and banana Proteins produced through fermentation can be derived from blossom can be prepared as meat alternatives due to their meat-like certain varieties of fungi. The typical production process for these appearance, texture or ability to absorb flavours. These products meat alternatives involves the use of fermenters similar to those appeal to consumers seeking minimally processed options that are found in a brewery. Fungi are introduced to a nutrient solution, similar to the experience of eating conventional meat. predominantly comprised of water and glucose, and given a continuous feed of nutrients – with pH balance, temperature, Examples: nutrient concentration and oxygen continuously controlled to Banana blossom is comprised of tear-shaped promote optimum growth. The product is heated to remove flowers found at the end of a banana cluster. When excess ribonucleic acids, harvested, seasoned and mixed with battered and fried, the colour and texture bears a binding ingredient. This mix is then steam cooked, chilled and a striking resemblance to fish. Due to increasing shaped into the final product prior to freezing to facilitate the popularity for plant-based fish alternatives, Sutton consolidation of fibres to create a final meat-like texture.66 and Sons from East London has developed a Examples: process to marinate the banana blossom in spices before mixing it with seaweed and frying it to create plant-based fish and chips.60 UK company Quorn initially introduced Together with Ocean Hugger Foods, leading their fungi-based meat alternatives in American chef, Certified Master Chef James 1985, and now offers a range of pre- Corwell, created Ahimi, an alternative to raw tuna. packaged meats and meals ranging from Ahimi is made by combining roma tomatoes with nuggets to lasagne.67 The company is on ingredients such as sesame oil and sugar and track to become a billion dollar business subjecting it to a sous-vide cooking process to by 2027.68 produce a flesh-like product that is firm and juicy, with a savoury bite.61 Ocean Hugger Foods is also developing eggplant eel called Unami and carrot- Koji is a fungus that has been used for 62 based salmon sashimi named Sakimi. thousands of years in foods such as miso Jackfruit has gained popularity as a substitute for soup, soy sauce and in the production of pulled pork. When cooked it has a shredded and sake. The start-up company Prime Roots, chewy texture.63 Jackfruit is now available in a wide formerly known as Terramino Foods, is variety of restaurant dishes and in packaged form utilising it as a key ingredient to create by food suppliers such as Upton’s Natural and The burgers that offer a complete protein Jackfruit Company,64,65 which are available at IGA source, taste like salmon and offer a 69 stores in Australia. lower fat content. Meat Re-Imagined

Environmental Impact

Plant-based meat production requires significantly Utilising land to produce crops for human consumption instead fewer natural resources than conventional meat of animal feed would reduce the overall environmental footprint and emits far less greenhouse gases. of food production, preserve land and water resources, and represent an important step towards the goal of feeding a growing population within planetary boundaries.

Figure 4. Environmental impact comparisons with conventional beef. Figures based on U.S production systems.

70 71 72

Land use 93% 95% 9% less land less land less land

Water use 99% 5% 90% less water less water less water

GHG Emissions (CO eq/KG) 2 90% 8% 9% fewer GHG fewer GHG fewer GHG emissions emissions emissions Plant-Based Meat Alternatives 20

Health & Nutrition

Plant-based meats are generally Figure 5. Nutritional comparison between plant-based meat alternatives moderate to high in protein and equivalent conventional meat product.80 content. The nine amino acids that Burgers (per 100g) are essential to the human body are now recognised to be readily Conventional Beyond Burger* available in certain plant-based beef burgers* foods, with common ingredients in plant-based meat – such as soy Energy (calories) 273 241 and quinoa – being rich in all nine.73 Protein (g) 12 18

Unlike conventional meat, plant-based meat Fat (g) 23.2 18 alternatives contain no cholesterol, and can be produced with no trans fats. Levels -of which 11.3 4 of monounsaturated, polyunsaturated and saturated (g) saturated fats vary greatly across plant sources, with plant-based meats that contain Carbohydrate (g) 4.2 4 coconut or palm oils being generally higher in saturated fat.74 Improvements can be made Dietary Fibre (g) 0 3 to plant-based meat alternatives to optimise the nutritional profile, taste and texture. Sodium (mg) 515.5 339

Some companies producing plant-based *Based on nutrition panel averages of Coles Beef Burgers, Woolworths meat alternatives fortify their products Market Value Beef Burgers, and Beyond Burger (all pre-seasoned products). with essential micronutrients. One such example is Australian-made Vegie Delights sausages, which provide 100 percent of the Nuggets (per 100g) recommended daily intake of B12, 30 percent Conventional of iron and 35 percent of zinc per serving.75 Fry’s Meat Free chicken nuggets* (chicken-style) nuggets* Comparable nutrient levels are found in 76 the Impossible Burger. Further, dietary 237.5 Energy (calories) 321 fibre and phytonutrients are found only in plants, meaning plant-based meat products 10.6 Protein (g) 10 containing these nutrients can offer additional benefit over conventional meat products.77 13.9 Fat (g) 22 Some concerns about the processed nature 2.7 3 of plant-based meats have been raised,78,79 -of which saturated (g) including levels of sodium and saturated fats. However, comparisons with pre-seasoned 17.6 Carbohydrate (g) 14.7 conventional products are favourable. 0 Dietary Fibre (g) 5.8

545.5 Sodium (mg) 669

*Based on nutrition panel averages of Coles Chicken Nuggets, Woolworths Essentials Chicken Nuggets and Fry’s Meat Free (chicken-style) nuggets. Meat Re-Imagined

Challenges, Opportunities & Risks

There are thousands of plant proteins in the world, and many of them have yet to be explored for use in the production of meat alternatives. Current investigations of the world’s vast array of plant proteins could fundamentally reshape our food supply for the better.” 83 – Bill Gates

Processing Technology Protein Discovery and The rise of plant-based meat alternatives Characterisation presents opportunities for conventional Despite significant product innovation agriculture through increased demand in the category of plant-based meat The vast majority of plant proteins have for more specialised crops, for example, alternatives, processing innovation not yet been examined for their potential Canadian yellow pea protein,86 which is remains limited and would benefit from use in plant-based meat alternatives,84 used by both Beyond Meat and Sunfed. significant efficiency and quality-control and it is impossible to quantify the Good Catch’s fish-free tuna incorporates improvements. Many plant-based potential applications of plants that are six types of plant proteins to achieve meat alternatives are produced via not commonly used in today’s food a tuna-like texture and high nutrient extruders – machines that apply heat supply. Alternative protein company JUST content.87 These examples illustrate and mechanical shear stress to coax (formerly know as Hampton Creek), has a critical benefit of plant-based meat plant proteins into desired textures such stated that it is using its robotics platform alternatives: innovation in this sector as aligned fibers. Though extruders to screen thousands of plant species supports the creation of new value have proved valuable in the production for protein characterisation, and has throughout the supply chain and could of plant-based meat alternatives, they promised to share this information in encourage crop diversity, soil health were initially designed for – and are still the form of a public database at a later preservation, and promote new business used to produce – various non-food date.85 However, the timeline and relative opportunities for farmers. products, as well as dried foodstuffs such success of this project remains unclear. as breakfast cereals and pasta. Very few Given the sizeable potential benefits design improvements have been made of new protein discovery, additional to optimise extruders for the purpose of research efforts are needed. plant-based meat production, which has unique requirements. Other lower-tech methods of production, like mixing and press-forming, simply require optimisation and automation for greater throughput.

Couette Cell (also known as shear-cell) technology, researched as part of a public- private partnership in the Netherlands, is among the most novel approaches to the production of plant-based meat alternatives.81 Using a shearing approach, as opposed to the application of heat and pressure, the Couette Cell is more energy efficient and results in a plant-based meat alternative with a steak-like texture.82 Plant-Based Meat Alternatives 22

Plant-Based Meat Alternatives as Ingredients Regulatory Status

Significant opportunity exists in marketing plant-based meat Many major players in the conventional meat industry are alternatives as ingredients, as opposed to creating branded, seeking to capitalise on the trend toward plant-based protein standalone products. Such partnerships are increasing in consumption. Tyson Foods, for example, has re-positioned popularity in the plant-based sector, where soy and nut- itself as a protein company, rather than a meat company – a based cheese companies are selling products to brands that subtle shift that marks a big change in approach.89 specialise in pre-packaged pizzas and pasta dishes. While some businesses see opportunity, other industry Given the rise in popularity of convenience options, companies incumbents view the emergence of plant-based meats as producing plant-based meat alternatives could find significant a competitive threat, and are actively seeking regulation in additional revenue streams by supplying buyers in the frozen- favour of the status quo. Some countries have seen efforts to food and institutional foodservice markets.88 One company ban the use of the term ‘meat’ and related sub-categories in taking this approach is Hungry Planet, whose range of plant- the labeling and marketing of plant-based meat alternatives.90 based burgers, chicken and sausage is used in restaurants While it’s unclear what effect this will have on consumers’ such as Mesa Burger, and is available to chefs in bulk willingness and ability to purchase these products, this early commercial quantities. push-back could foreshadow stronger resistance led by some conventional meat industry groups. Meat Re-Imagined

CELL-BASED MEAT

Cell-based meatball produced by Memphis Meats in 2016

Cell-based meat involves taking a small sample of animal cells background and housing them in a bioreactor – also known as a cultivator – where the sample is fed a mixture of nutrients and signaling proteins, causing cells to grow and divide. The process mimics Advances in cell-culturing technology have made it that of growing flesh on an animal, but removes the need for a possible to grow meat directly from cells, obviating live animal to produce the desired end-product. the need to breed, feed and kill animals. This In 2005, NASA conducted initial investigations into the feasibility emerging field is known as cellular agriculture. Cell- of cell-based meat as a way to feed astronauts on long-haul based meat, also referred to as ‘clean meat’ due spaceflights, providing funding to culture turkey muscle cells in- to its environmental and food safety benefits, has vitro.1 Researchers immediately saw the technology’s potential emerged as a potential solution to meet the world’s to alleviate food supply and safety issues on Earth.2 growing protein demands. While this technology has only recently become a reality and is still not commercialised, its rapid development has caught the eyes of governments, business and environmentalists around the world. Cell-Based Meat 24

Commercial Market & Prototypes

In 2013, Professor Mark Taking his project out of academia, Post launched Mosa Meats, courted millions in Post of Maastricht University funding and reduced production costs considerably from an estimated A$400,000 captured the public’s interest prototype to an anticipated A$15 once at industrial scale, with plans to reduce costs further to the price of conventional supermarket burgers in the next decade.4 at a London press conference, where he unveiled the world’s As the prospect of cell-based meat moves from hypothetical to commercially viable, first beef burger created Mosa Meats has been joined by more than 20 cell-based meat companies globally, without killing cattle.3 including Memphis Meats in the U.S., SuperMeat in Israel, Higher Steaks in the UK, Shiok Meats in Singapore and Meatable in the Netherlands. Meanwhile, other companies are using cell-culturing technology to produce different animal products, from egg whites (Clara Foods), to dairy (Perfect Day) to gelatin (Geltor).

Several companies have developed prototypes of cell-based meat since Post’s burger. Memphis Meats has produced prototypes of meatballs and poultry products,5 Finless Foods has prototyped cell-based tuna croquettes,6 and New Age Meats launched cell-based pork sausage prototypes to journalists and potential investors in September 2018.7 JUST has also given journalists samples of its cell-based chicken nugget prototype.8

Examples: Meat Re-Imagined costs

With technological advancements and Figure 6. Declining production costs for cell-based meat. production efficiency gains, the cost of producing cell-based meat has continued Date Product Company Cost (AUD) per (Location) kilogram unless 9 to fall, with some predictions of a high- otherwise stated end product being available on the market as early as 2020.10 Some cell- 201311 Beef Patty Mosa Meats $3.2M (Netherlands) based meat companies aim to be cost competitive with conventional meat in March, 201712 Southern Memphis Meats $27,000 supermarkets within five to 10 years. Fried (USA) Chicken

March, 201713 Duck à Memphis Meats $27,000 l’orange (USA)

Mid-201814 Minced Memphis Meats $6,000 Meat (USA)

May 201815 Minced Future Meat $1,122 Meat Technologies (Israel)

October Pork New Age Meats $303/sausage 201816 Sausage (USA)

Future predictions:

Date Product Company Cost (AUD) per (Location) kilogram unless otherwise stated

202017 Minced Future Meat $7-14 Meat Technologies (Israel)

Prediction – Minced JUST (USA) Within 30% near future18 Meat of price of conventional meat

Prediction – Beef Patty Mosa Meats $14.24/burger when scaled (Netherlands) to industrial size19

Prediction – Pork New Age Meats $7/sausage unspecified20 Sausage (USA)

Prediction – Beef Patty Mosa Meats $1.60/patty next decade21 (Netherlands)

Memphis Meats, San Francisco Cell-Based Meat 26

Investment

Like their plant-based Memphis Meats, one of the best-known of Europe’s largest poultry producers, counterparts, cell-based start-ups in the sector, has received invested in Israeli cell-based meat start-up meat companies have rapidly US$20 million in total funding from Cargill SuperMeat and made it clear that they and Tyson Foods, DFJ, Bill Gates, Kimbal intended to partner with SuperMeat on attracted attention from major Musk, and others.23 JUST, which began as research, development and strategic investors including conventional a plant-protein company and which has product positioning.25 Multinational life meat corporations, high-profile raised more than US$220 million from an science industry leaders such as Merck investors such as Richard investor pool including Khosla Ventures, KGaA, through its investment in Mosa Branson, and tech moguls Eduardo Saverin (Facebook co-founder), Meats, are also demonstrating interest.26 including Google co-founder Marc Benioff (Salesforce founder), and Given the nascent stage of the industry, Sergey Brin – who funded the Hong Kong business magnate Li-Ka-shing, investment in cell-based meat is a high- very first cell-based burger.22 announced its expansion into cell-based risk, high-reward proposition. meat in 2017.24 Governments are also buying in. Conventional meat companies, Singapore – with its confined geography, observing the confluence of technology heavy reliance on food imports and and consumer sentiment, have been focus on food security – has pledged incentivised to participate in the nearly US$14 billion for research and transformation of the protein industry, development.27 In February 2019, the rather than risk being disrupted by Maharashtra government in Western India outside competition. PHW-Gruppe, one announced it was establishing a centre for excellence in cellular agriculture, set to be the “world’s first dedicated centre on cellular agriculture” in order to promote research, development and production of 28 Figure 7. Capital raised by dedicated cellular agriculture companies (USD). cell-based meat.

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Source: Crunchbase.com – Tom Hayes, former CEO, Tyson Foods Meat Re-Imagined

Producing cell-based meat requires four critical technologies: Production cell lines, culture medium (also called nutrient medium or feed), Overview scaffolding and bioreactors (also called cultivators). These components are at various degrees of development, and none are yet fully optimised for industrial-scale production of cell-based meat.

Figure 8. Cell-based meat production process.

Cell Line Derivation Phase 1: Phase 2: A small sample of cells is Cell Proliferation Tissue Perfusion obtained from an animal. The cells are added to a A change in culture bioreactor along with cell conditions pushes the culture media, which causes cells to di erentiate the cells to proliferate. into muscle, fat, and Scaolding connective tissue.

Final Product

Medium recycling

Cell Starter Culture Cells at Maturation Fat Muscle Fibroblast Primarily muscle, fat, and Cell Cell Cell connective tissue.

Source: The Good Food Institute.

Cell Lines Culture Medium

Cell lines provide the species-specific starter material for The cell culture medium contains the nutrients that the cells cell-based meat. While cells can be isolated from samples metabolise to support their growth (including amino acids, from animals in an essentially painless procedure, the sugars and vitamins), as well as components that maintain a proliferative potential of most adult-derived cells is small; they stable osmolarity and pH. It also contains a suite of signaling can typically only divide about 20 to 50 times, depending proteins called growth factors that provide instructions to on the cell type.29,30 While these adult cells may be suitable guide the cells. For example, to encourage proliferation or for some products and processes, many companies are to trigger differentiation down pathways to mature into the developing immortalised cell lines that can proliferate desired final cell types (muscle, fat, connective tissue, etc.). indefinitely. Immortalisation can be achieved through genetic The cost of most cell culture media is currently very high modification; however, some pluripotent and multipotent stem as animal cell culture has traditionally been used for high- cells – cells that can grow and differentiate into all of the cost applications like biomedical research, cell therapies cell types required for meat – already exhibit this capacity.31 and biopharmaceutical therapeutics. Thus, it has not been Developing, maintaining, and storing these cell lines may subjected to the cost constraints of the food industry, nor has become a vertically integrated aspect of cell-based meat it been specifically optimised to support the growth of the cell production, or it could be outsourced to third-party partners. types and species that are relevant for cell-based meat. Cell-Based Meat 28

Growth factors are currently the major cost drivers of cell-based products. Many popular conventional meat products get their meat, and present the greatest opportunity for cost reduction. texture from downstream processing, such as the formation Historically, growth factors have been most easily obtained of chicken patties, minced beef or sausages. As long as the through fetal bovine serum (FBS), which is a byproduct of meat necessary muscle, fat and connective tissue are present in processing. FBS has batch consistency problems, is the main sufficient quantities, these products can be created without contributor to the costliness of growth media, and is in short significant scaffolding innovation. supply. Ethical issues also arise through the extraction method for those working to create cell-based meat production, where the aim is to remove animals from the process entirely.32 Cell-based Bioreactors meat companies have stated their commitment to replacing this Bioreactors, which are commonly referred to as ‘cultivators’ input with an animal-origin-free alternative.33 within the industry, are the proverbial barns for cell-based meat Future Meat Technologies, based in Israel, uses a serum-free production. Bioreactors are the closed systems wherein the cells process that cleans and recycles their media, which is important are maintained at optimal conditions to support high-efficiency as it constitutes their largest expense.34 Mosa Meats, who say proliferation and differentiation. While a variety of bioreactors media comprises 80 percent of production cost,35 have developed have been designed to mimic the natural growth environment a working serum-free medium, but indicate that it still requires for various cell types, including a scalable modular bioreactor optimisation.36 Israeli start-up Aleph Farms has also developed prototype funded by New Harvest,43 none have yet been an animal-friendly alternative to FBS.37 Meatable, a relatively new optimised for mass cell-based meat production. Dutch start-up, has developed a bovine pluripotent stem cell line At scale, novel problems may arise, such as oxygenation and that does not require FBS and will proliferate indefinitely.38 recycling of growth media. Additionally, engineers must develop Animal-origin-free media are available in the biomedical industry, a method for continuous – as opposed to batch – processing to but they are currently cost-prohibitive in the context of food ensure maximum time and cost efficiency. production. Despite this fact, cross-industry collaboration is Scaling up production from working models of tissue-growth in already ameliorating concerns that affordable, meat-optimised the biomedical industry to low-cost commercial food production growth media will pose obstacles,39 with projections suggesting in bioreactors remains a hurdle to large-scale cell-based meat that growth media could be made significantly less expensive production, however advances are being made. Notable through scaled production and research into cost-effective advances include the development of a method to cultivate cells growth factors.40 One of the few analyses of media that focuses on beads in suspension within bioreactors called microcarriers.44 specifically on cell-based meat production concluded that, Meatable claims to have made progress developing technology despite the engineering and biological challenges involved in to overcome scalability issues – including establishing cells reducing the cost of media and removing animal components, that do not require surface attachment in the initial proliferative none of these challenges will require wholly novel inventions or stage – and is working on the development of an animal-free ‘moonshot’ technological breakthroughs.41 edible or biodegradable scaffolding material.45 Meanwhile, Israel- As the primary input of cell-based meat, successfully reducing the based Aleph Farms has developed a three-dimensional process cost of growth media will be essential for economic viability. incorporating the four elements of meat (muscle, fat, connective tissue and blood vessels).46

Scaffolding

Scaffolding is a physical support structure that allows cells to adhere to it as they differentiate into the necessary cell types and spatial arrangement to create the familiar look and texture of popular cuts of meat.

There are two primary approaches to creating cell-based meat scaffolds. The first is to use an edible, food-grade, taste-neutral material that can be consumed along with the final product. Research is presently underway to refine existing examples such as alginate, an algal derived polysaccharide currently used as a gum in the food industry, and develop new materials. The second is to use biodegradable materials that the cells will break down as they grow and create their own self-made scaffold called the extracellular matrix.42

While scaffolding is important for replicating cuts of meat that require high textural variation such as a marbled steak, complex scaffolding is not necessarily required for all cell-based meat Meat Re-Imagined

At scale, cell-based meat is projected to require significantly less Environmental land and water than feeding and raising cattle. Initial lifecycle Impact analyses have shown that cell-based meat could require as little as 1 percent of the land that meat production requires today.47

Figure 9. Environmental impact comparisons with conventional beef. Figures based on European production systems.

Study 1: Study 2: Study 3: Tuomisto & Mattos 201150 Tuomisto & Roy 201251 Tuomisto, Ellis & Haastrup 201452

Land use 99% 99% 94% less land less land less land

Water use 82-9% 94% 48% less water less water less water

GHG Emissions (CO eq/KG) 2 8-9% 988% 95% Less emissions Less emissions Less emissions

The results of a recent study from the the importance of utilising decarbonised While creating the same, or potentially University of Oxford,48 modelling potential energy sources to power facilities and improved, sources of protein with markedly climatic impacts of cell-based meat versus transportation. However, even without an fewer resources, cell-based meat frees up conventional beef cattle systems, were almost inevitable transition to renewable some non-rangeland arable land to grow released in February 2019. This study energy, and assuming no new efficiencies crops for human consumption, as opposed highlighted the difficulties in making such with scaling up of cell-based meat, the to growing crops for animal feed. This has predictions in the absence of accurate benefits across all models in the study the potential to compound the positive life cycle assessments for scaled up were strongly in favour of cell-based meat impacts on food system productivity and cell-based meat production, as well as for the first 100 years.49 food security. East Gippsland, Victoria, Australia Meat Re-Imagined

Health & Challenges, Nutrition Opportunities & Risks

Cell-based meat, essentially the same as Animals have biological limits, and manipulating conventional meat at the cellular level, provides these limits is a source of constant interest and an opportunity to produce a protein with identical risk within the conventional meat industry. levels of amino acids and micronutrients as Despite selective breeding and genetic modification to produce conventional meat. fast-growing animals, and the use of antibiotics to keep animals There is potential to tailor the fat profile and quantity of cell- alive in highly confined conditions, there are limitations to the based meats53 or to enrich it with essential micronutrients volume of meat an animal can produce and the number of such as vitamin B1254 – provided these are supplied in the animals that can be fed and raised on a given tract of land. growth medium. Professor Mark Post of Mosa Meats claims the As global demand for meat increases, conventional animal company can produce cell-based meat containing omega-3 fatty agriculture is hitting the limits of its productive feasibility. 55 acids and other healthy fats. While the nutritional profile of cell- Cell-based meat is a tech-driven response to the risks of based meat could be enhanced, it is identical to conventional conventional animal agriculture that, if scaled successfully, could meat on a cellular level, meaning that it will likely present similar address a number of the negative consequences of conventional health implications to those posed by conventional meat. meat production. Through the environmental and hygiene control of production facilities, cell-based meat will be free of many issues that Processing Technology plague conventional animal agriculture, including bacterial contamination and widespread antibiotic use.56,57 Cell-based Significant hurdles remain to scaling production and achieving meat does not require the antibiotics used in some forms of price parity with conventional meat. Many of the technologies livestock farming, similarly obviating the need for abattoirs, and crucial to cell-based meat production are not yet optimised for avoiding the potential for contamination from faecal matter, commercial scale and require engineering advances to enable E.coli, Salmonella enterica, Campylobacter spp. and other competition with conventional meat and its current production common contaminants in conventional meat.58 methods. It should be acknowledged that while notable advances have been made in recent years, the cell-based meat industry has yet to benefit from the significant government- funded research and development seen in earlier emerging sectors, such as biopharmaceuticals, green chemistry and biotechnology. The nascent stage of cell-based meat technology leaves significant opportunity for further advancement and capitalisation as the sector matures.

Regulatory Status

The question of cell-based meat regulation has drawn significant interest in the United States, where discussions concerning primary oversight and nomenclature are ongoing. It is currently envisaged that responsibility for regulation will be jointly shared between the Food and Drug Administration and the United States Department of Agriculture, though the specifics of how this arrangement will work in practise are still unclear.59 The question of oversight is linked to a deeper regulatory complication, as meat regulation today is predicated on animal slaughter.60 As such, pre-existing pathways may prove insufficient to regulate cell-based meat before it enters the consumer market.

The U.S. government has given strong signals that they wish to streamline the regulation of cell-based meat in order to Cell-Based Meat 32

become market leaders. The U.S. Secretary of Agriculture told of trying cell-based meat, with evidence of significant gains in the Wall Street Journal in November 2018; “we don’t want this acceptance following the provision of educational materials on new technology to feel like they’ve got to go offshore or outside the environmental benefits of cell-based meat over conventional the United States to get a fair regulatory protocol.”61 The meat meat production.68 In 2019, GFI will partner with research firm industry, on the other hand, is split. Some major producers – Mattson to conduct research on nomenclature and messaging for including Tyson Foods and Cargill – have invested in cell-based optimal consumer perception.69 meat companies, while other industry groups such as the National Cattlemen’s Beef Association (NCBA) are lobbying to bar cell- based meat companies from labeling their products as meat.62 The split is occurring primarily between the poultry and pork Egg, dairy, gelatine industries – which are highly vertically integrated and tend to embrace technology-driven efficiency advances – and the cattle Alongside cell-based meat, some companies are developing industry – which is less consolidated and more defensive of its other animal-derived proteins including acellular alternatives independent operators. to conventional dairy, eggs, and gelatine.

Closer to home, the Agri-Food & Veterinary Authority of Singapore Acellular production focuses on creating animal proteins (AVA) has engaged with the cell-based meat industry since its through a non-animal product host, rather than by growing early days, reflecting a high level of interest in fast-tracking animal cells. The process is akin to that of fermenting beer. regulatory pathways.63 Similar to yeast in brewing tanks which feed on sugars to produce alcohol, microbes (including yeast) can be used to produce proteins. These proteins can, in turn, be used to Consumer Perceptions create products much closer to a conventional equivalent than to a wholly plant-based product.70 Even with adequate funding for scale-up and a favourable regulatory environment, consumer education may be required in advance of While acellular production appears novel, it is already used to market entry for cell-based meat to be widely accepted. While cell- produce food products such as rennet, a common ingredient based meat has the potential to deliver significant benefits relating in cheesemaking, as well as medical products like insulin.71 to sustainability and food safety, and has the potential for improved Additionally, it can be used to optimise animal proteins in nutrition and taste, it’s unclear whether consumers will embrace the a way that cannot be done through conventional methods, products. Perceptions of unnaturalness and fear of unfamiliar foods such as increasing the binding and emulsification abilities of could compromise adoption.64 egg proteins72 or removing lactose from dairy products.73

Surveys of consumers show mixed interest, and vary greatly Several companies are utilising acellular protein production depending on the descriptors used and information provided. A in prototype and proof-of-concept stages, including Clara Pew Research study of approximately 1000 U.S. adults found that Foods’ non-animal egg-whites and egg proteins for other 20 percent of respondents would “eat meat that was grown in a functional uses.74 Perfect Day has created cell-based dairy lab” – a considerable number given the lack of context.65 A 2013 products,75 and Geltor has created non-animal collagen that poll in the Netherlands explained that cell-based meat would have can be used in food, medicine and cosmetics.76 Perhaps most the same flavour, texture and nutritional value as conventionally notably, plant-based meat company Impossible Foods is using produced meat, and 70 percent of the poll’s 1000 respondents an acellular process to produce the iron-containing molecule said that they would try it.66 heme, found within the plant-based leghemoglobin protein, giving its burgers a ‘bloody’ appearance and flavour.77 A joint poll by Faunalytics and U.S.-based non-profit organisation The Good Food Institute (GFI) tested different positive messaging In 2018, Singaporean state-owned investment firm Temasek for cell-based meat, as well as negative messaging related led a US$24.7 million series A funding round in cell-based to conventional meat. When given information about the dairy company, Perfect Day,78 followed by an additional use of antibiotics in conventional animal agriculture and the US$34.8 million series B funding in February 2019,79 unnatural rate of growth for modern farm animals, nearly half of demonstrating confidence in the ability of the company to respondents reported that they would try cell-based meat and scale and commercialise. be willing to pay a premium for it.67 In addition, a 2013 Belgian poll of 180 adults found that only 9 percent rejected the idea Meat Re-Imagined HYBRIDS

Hybrid meat products occupy a middle ground between conventional meat and their alternative Plant-Based counterparts, enabling a reduction of conventional Blends meat consumption without a significant shift in consumer behaviour. While the conventional meat industry already makes use of fillers and extenders,1 technological advances in plant- based meat, cell-based meat, and insect protein Hybrid meats that incorporate mushrooms and production offer new ingredients to add flavour, other plant-based ingredients are already familiar texture, and protein to familiar dishes. to consumers, and are relatively simple to produce at both home and at commercial scale.2

Advances in plant protein characterisation and processing technology are making it possible to increase the ratio of blending ingredients to conventional meat in popular foods without compromising taste and texture.3 As a result, an increasing number of companies are offering these products in both retail and restaurant environments. As consumer demand and industrial production increase, the cost of plant-based hybrids is anticipated to decrease relative to conventional meat.4

Examples:

Australian company Perfectly Balanced sells blended products including meatballs with kale and sweet potato, sausages with carrots and herbs and burgers with semi- dried tomato and basil, at Woolworths.5 While these blends do not represent a significant technological advancement in terms of protein characterisation or optimisation, they appeal to a growing number of health-conscious and sustainability-minded consumers.6

U.S.-based Better Meat Co is a business- to-business supplier of plant protein blends to institutional food service providers and meat processors.7 The company’s blends are designed to be incorporated into products like meatballs, sausages, fish sticks, chicken nuggets, burgers or other ground meats, and are the result of significant R&D efforts to match flavour and texture profiles of these Jackfruit and cell-based turkey nugget created by Marie Gibbons specific meat products.8 Hybrids 34

Cell-based Insect-based blends blends

Given the significant cost of producing cell- Insect-based ingredients are primarily used in based meat today, it is possible that the earliest products like muffins, pasta and nutrition bars, commercially available products will be blended although a small number of companies are with plant proteins. beginning to incorporate them with conventional meat or plants, to present the insect component in Such products would not only significantly reduce costs compared a more familiar format. to fully cell-based products, but may additionally serve as an introductory format to gauge consumer acceptance and increase While there are few examples of insect-meat blends, researchers consumer education. are currently investigating approaches to develop such products.11 With Western consumers generally reluctant to eat insects due to Examples: food and cultural norms,12 manufacturers are increasingly focusing on producing protein-rich insect flours and powders instead of offering whole insects. Investment in insects as meat alternatives U.S.–based researcher Marie Gibbons has been limited due to functionality limitations, scale-up produced a cell-based turkey nugget challenges and low consumer acceptance.13,14 blended with jackfruit at North Carolina State University. The jackfruit not only Examples: added texture to the final product, it was also used as scaffolding for cell proliferation during development.9 Swiss start-up Essento incorporates a variety of grains, pulses and vegetables into its mealworm-based ‘meatballs’ and Spanish start-up Cubiq Foods is burgers, sold at the country’s second- developing animal fats through cell- largest supermarket chain, Coop.15 culturing techniques. It is anticipated that these products will eventually be incorporated into plant-based meat alternatives to provide specific flavour and functional benefits of animal fats that are Edible Bug Shop, based in Sydney, difficult to replicate with plant sources.10 focuses on crickets, mealworms and ants for human consumption.16 The company is exploring methods of incorporating insects into conventional meat products. Meat Re-Imagined

PROSPECTS FOR AUSTRALIA

The emerging alternative proteins sector presents a significant opportunity to diversify global food production. Markets in Europe, Consumers Israel, the U.S. and Asia are vying for supremacy, however, Australia has a window of opportunity to become a first-mover, harness its expertise Millions of Australians are seeking out and infrastructure, and become highly more plant-based foods.1,2 Australia competitive as the industry scales up. is one of the fastest growing markets in the world for plant-based products, with a projected compound annual growth rate of 9.6 percent.3 To meet this demand, an increasing number of plant-based products – from plant-based meat alternatives to plant-based milks – are becoming widely available to consumers in supermarkets,4 restaurants and cafes.5

A considerable number of the plant-based meat alternatives currently available in the Australian market are imported. A significant opportunity exists to satisfy this demand with locally produced products, made with Australian-grown ingredients. More Australian investment in product innovation will incentivise businesses to cater to this growing demand, and offer consumers a greater variety of protein options that satisfy their hunger for healthier, more sustainable foods in familiar forms.

Items that were once relegated to the far-corners of grocery stores, and reserved for those with allergies or dietary restrictions, are rapidly increasing in popularity and market share. The rising consumer demand for plant-based milks in the U.S. provides an instructive case study. Demand in the U.S. has propelled plant-based milks to 13 percent of sales in the fluid milk and dairy alternatives market,6 with plant-based milks catering to an increasingly broad cross section of consumers interested in differentiated products, utility and nutritional qualities.7 Prospects For Australia 36

BUSINESs

Australia offers a wealth of advantages to alternative protein companies seeking to test new products international alternative protein businesses in overseas markets. and local start-ups seeking to establish an With regional economies such as China increasingly Asia Pacific base of operations. Australia’s focusing on alternative proteins,13,14 the opportunity for secure, stable regulatory environment, good international cooperation, co-development of technology governance, strong intellectual property laws, access to and the creation of new trade partnerships arises. finance and support for small businesses8 provides an ideal platform for new enterprise. Internationally, fresh competition is driving an uptick of in- house innovation in alternative protein products. Blue-chip Australia is a globally integrated economy in its 27th year of international brand Kraft Heinz launched Springboard, an uninterrupted economic growth, with deep links into dynamic incubator and accelerator program to identify disruptive Asian economies through established supply chains, food start-ups, including start-ups focused on developing including the largest economies in the world such as Japan plant-based proteins.15 To keep pace with their international and China, Australia’s largest two-way trading partner.9 counterparts, Australian food and biotech companies Australia’s food manufacturing sector includes well over should invest in alternative protein development and the 5,00010 registered food and processing manufacturing infrastructure that facilitates their availability and supply. facilities, mostly concentrated in the eastern states of In neighbouring New Zealand, The Craft Meat Co., owned Victoria, Queensland and New South Wales.11 A recent by conventional meat company Fisher Meat, launched Australian Government report found that Australian a plant-based mince which was praised by the CEO of manufacturers and processors have particular experience Beef+Lamb NZ as a show of initiative.16,17 producing specialty processed foods that meet flavour (e.g. European and Asian tastes), convenience (e.g. ready- to-serve), nutritional benefits (e.g. salt/fat/sugar reduced) and functionality (e.g. probiotics) requirements.12 These same requirements have been an area of focus for R&D of plant-based and cell-based meats, meaning Australia is well placed to develop and manufacture such products.

The potential national economic benefits of embracing protein innovation are far-reaching, including job creation through manufacturing and distribution to research and marketing. Critically, these benefits are not limited to Someone in the new market entrants, but present collaborative growth opportunities with established industries, particularly in the industry is showing grain, pulse, manufacturing and life sciences sectors. initiative … so I take Alternative protein businesses can leverage Australia’s strong development, manufacturing and export base, my hat off to them. I including partnering with existing conventional meat exporters through new cooperative ventures to become don’t care that it’s not a leader in the regional alternative protein market. This enables international alternative protein businesses to traditional mince at establish Australian manufacturing facilities to access Asian markets, as well as provide an avenue for Australian all, and I don’t think start-ups to access existing supply chains. In addition, as an advanced and sophisticated consumer market with they do either as a high food standards, a high degree of ethnic diversity and meat company.” a demonstrated consumer willingness to embrace novel products, Australia offers an ideal location for international – Rod Slater, Chief Executive, Beef+Lamb NZ Meat Re-Imagined

Agriculture Science & Technology

With global food demand expected Australia is a world leader in research to soar in the coming decades,18 and development (R&D), with an annual alternative proteins represent a expenditure of A$31 billion, or 1.9 percent complementary upstream value add percent of GDP.32 It ranks fifth globally to Australia’s current A$58 billion for biotechnology innovation,33 despite agriculture sector.19 Plant-based meats produced in having only 0.3 percent of the world’s population.34 Australia with Australian-grown inputs provide a new Business expenditure on R&D reached A$16.7 billion market for Australian farmers, generating additional in 2015-16, with Australian businesses investing over value in an agricultural supply chain already A$200 million a year in agribusiness R&D, and over supporting 1.6 million Australian jobs.20 A$700 million in food manufacturing R&D.35,36 The government provides A$800 million in funding to its own Agricultural businesses occupy 51 percent of innovation research centre, the Commonwealth Scientific Australia’s landmass, with agriculture utilising 393 and Industrial Research Organisation (CSIRO), which million hectares of land, of which 87 percent is used contributes R&D for practical industry implementation, for grazing.21 Crop production is a A$33.6 billion such as new processing technology.37 The 2018 Budget industry, accounting for 54.5 percent of Australia’s also committed A$1.9 billion to invest in research total value of agricultural output,22 with crops infrastructure to support continued STEM innovation.38 including grains, nuts, fruits, vegetables and legumes offering a reliable supply of primary inputs.23 Additionally, Australia boasts 43 accredited universities, with seven in the top 100 globally.39,40 These institutions Current plant-based meat products are largely are known for their exceptional work in tech and comprised of protein from pulses and grains, R&D, partnering with government and the private presenting a new supply opportunity for farmers. sector to develop new innovations.41 For example, the Australia grows over 2 million tonnes of pulses, development of a natural food preservative from native averaging just under 10 percent of the country’s crop Kakadu Plum extracts that extends product shelf life by area.24 Chickpeas total 31.7 percent, followed by up to 18 months.42 lupins, field peas and others including faba beans, lentils, mung beans and navy beans.25 Australia also Australia has at least 17 research institutions that produce produces 50 million tonnes of coarse grain, rice work directly relevant to the research and development and wheat crops annually, with wheat accounting of cell-based meats, including in the fields of stem cell for 64 percent, followed by barley, oats, sorghum research and regenerative medicine, tissue engineering, and others.26 Vegetables totalled 3.5 million tonnes, bioprocess engineering, and food science and product worth A$4.29 billion for the year ending June 2017.27 development.43 Australia also boasts one of the largest All commercially grown crops are non-genetically regenerative medicine research facilities in the world, modified, and certified organic varieties are the Australian Regenerative Medicine Institute at Monash available.28,29,30 Strict pest and disease controls, and a University in Melbourne.44 wide climatic range ensures that a reliable source of Australia is home to at least 32 research centres that fresh, quality products are accessible year-round. produce work directly relevant to R&D for plant-based Growing greater volumes of nitrogen-fixing crops meat alternatives, including in plant genetics and such a pulses has the dual benefit of supporting molecular biology, crop science and production, and the long-term health and productive capacity of food science and product development.45 Australia Australia’s soil and water resources,31 as well as also houses 15 Rural Research and Development the profitability and stability of its rural economy. Corporations (RDCs) – government supported bodies Alternative proteins can form part of the new that fund research for rural industries. These partnerships narrative of Australian food production, providing provided A$750 million for agricultural R&D in 2017-18.46 opportunities for farmers through demand for new Australia’s wealth of relevant research capabilities offers crop varieties and primary inputs, and opportunities a conducive environment for businesses to pursue for rural communities across the supply chain. original R&D in alternative proteins. Prospects For Australia 38

Policy & Regulation Cell-based meat regulation Australia’s labelling debate reflects a broader need for proactive regulatory policy as it relates to cell-based meat. With leading international meat companies such as Cargill Government funding and Tyson Foods investing in cell-based meat technology, With the decline of major economic the question is when – not if – cell-based meat will be sectors such as mining47 and commercialised and available for purchase alongside automotive manufacturing,48 the conventional meat. When that time comes, Australia will Australian Government has focused on rebalancing require a robust and appropriate regulatory framework that the economy, investing in technology and innovation- is evidence-based and provides clarity for consumers. led sectors, and galvanising long-standing pillars of the Australian economy such as agriculture.49

The Australian Government could encourage local innovation in alternative protein R&D and production by allocating greater tax and funding incentives to these fields. This would entice local EXPORTS and international innovators to leverage Australia’s expertise and infrastructure to pursue their business efforts in-country. Australia has a well-deserved reputation for quality and safety, supplying some of the world’s best Nomenclature food and beverages. Local and international food producers have the opportunity to It is crucial that Australia’s labelling regulations leverage this reputation to export alternative proteins. support consumers to understand new alternative protein products, and to navigate supermarket Food safety and security is a high priority in major shelves with ease. Australian export markets such as China, which recently grew to Australia’s second largest trading Producers of plant-based meat alternatives generally partner in the food and grocery sector. Chinese use common, familiar terms, such as ‘sausages’, consumers are increasingly demanding “fresher foods together with qualifiers such as ‘plant-based’, so of higher quality with a stronger safety record”52 – consumers can easily understand the utility of new foods that Australia continues to supply. products while making their plant-based composition clear. Some industry incumbents, are advocating As the country’s number one food and grocery to ban or restrict terminology traditionally used export,53 the Australian conventional meat industry to describe conventional meat and conventional could leverage its production expertise and dairy products,50,51 citing concerns about consumer distribution channels to fast-track the growth of confusion between conventional animal products Australian-made alternative proteins into export and their plant-based counterparts. Regulators must markets, similar to Tyson Foods’ investment in consider whether restricting well-understood terms in alternative proteins.54 Australia could have unintended consequences, such Countries across the Asia Pacific continue to as manufacturers being forced to concoct unknown, demonstrate a strong appetite for plant-based products, contrived terminology that consumers might struggle with new vegetarian and vegan product launches in to interpret. South East Asia between 2012 and 2016 increasing Restrictive labelling may have the additional by 140 percent and 440 percent respectively.55 The unintended consequence of deterring international combination of positive consumer sentiment towards plant-based meat manufacturers from establishing Australian products, lack of existing alternative protein production and export operations in Australia. exports, growing demand for healthier, sustainable Restricting the product terminology these brands options in Asian markets and increased investment in already successfully use across the world would new protein options, presents an immediate export only serve to diminish Australia’s natural competitive opportunity for Australian-made alternative proteins advantages over other markets. as an extension of the meat category. Meat Re-Imagined

CONCLUSION

Intensive animal agriculture For the first time, the conventional protein market is facing disruption. Global protein was enabled by technological demand is rising due to both population growth and increases in per capita consumption. innovation, and now technological This demand is placing enormous stress on our food production system – a system that is approaching its feasible limits – by creating significant environmental, public health and innovation is responding to food security challenges. A compounding list of interrelated economic, environmental, market demands by rapidly social and demographic factors, as well as nutrition-driven preference shifts, are pushing providing alternatives to the industry to innovate.1 conventional, resource-intensive models of production. Given the challenges posed by conventional animal agriculture, slow incremental change is insufficient to meet global protein demand within sustainable planetary limits. Recognising the need for rapid change, the emerging alternative protein industry is taking a fundamentally different approach to meeting humanity’s growing demand for protein. By recreating meat from the molecule up, these innovators are focussed on building a protein market that prizes both sustainability and efficiency.

Promising, emerging proteins still face a number of major challenges as they attempt to scale. To reach their full potential, industry and government will need to support these nascent technologies. Governments have a crucial role to play in pursuing progressive, enabling regulation that supports evidence-based positions, free from influence by vested economic interests. Public and private institutions will need to be incentivised to build ecosystems that encourage investment while fostering innovation and competition.

The challenge of meeting the protein needs of a mid‑century population of 10 billion people in an inclusive, sustainable, healthy and nutritious manner is enormous, but achievable. What is clear is that this will not happen on our current, business‑as‑usual trajectory. Significant transformation of the protein system is essential to achieve the Sustainable Development Goals and to meet the Paris Agreement climate change targets.” 2 – World Economic Forum Conclusion 40

Cell-based meat must still overcome significant engineering hurdles to scale production, become cost competitive with conventional meat, and achieve widespread consumer acceptance. Increasing investment and cross-industry Authors collaboration are speeding the pace of innovation as cell-based meat companies Sam Lawrence (Lead Author) commercialise, however, governments and institutions also have an important Managing Director, Food Frontier role to play in overcoming these hurdles. Australia’s research and development Thomas King capacities in the crucial areas of stem cell research and regenerative medicine, CEO, Food Frontier tissue engineering, bioprocess engineering, food science and product development Dr Lucy Fish could contribute significantly to advances in cell-based meat technology and Research Fellow, Food Frontier solidify Australia’s position as a global player. Jessica Baird Walsh Plant-based meat alternatives are becoming increasingly mainstream and widely Emily Byrd available, but remain just a fraction of the overall protein market. Consumer demand is outpacing supply, necessitating increased investment levels to enable product Research Support innovation and to facilitate increased production capacity. Opportunities exist for the Johann Lipman exploration and categorisation of new proteins as ingredients, and improvements in processing technology to achieve scale. Keyur Doolabh Austin Jacob Although rapid industry growth and its effect on all sectors of the supply chain – Liam Morgan from farmers to manufacturers, distributors, and retailers – has yet to be quantified, it is clear that vast opportunities remain to satisfy latent consumer demand for Brian Mendis alternative proteins. As the market matures, it will be important to maintain a clear perspective on which of the emerging technologies has the greatest potential. Graphic Design Further research and increased investment in plant-based, cell-based and hybrid Tim Allan products is required to fully explore the opportunities these alternatives offer, and Made Visual to identify the sector’s socio-economic impacts on the Australian economy. Mark Harley Australia can capitalise on its strengths in agriculture and science through the Athlete exploration of novel crops, new revenue streams and collaborative business models. Primary inputs from Australian farmers can supply Australian manufacturers Images developing products in the emerging alternative proteins industry, thus growing iStock the national food value-chain and providing further opportunities for export. Government supported, industry-led initiatives to explore ways for Australian Shutterstock producers to capitalise on this opportunity would be both advisable and timely. Memphis Meats (incl. cover image) Impossible Foods (incl. cover image) The alternative protein sector has arrived, bringing with it the potential for humans to create a healthier, more sustainable food future. The opportunity to provide Marie Gibbons (incl. cover image) economic, health and sustainability benefits is compelling; global demand for alternative proteins has been demonstrated, and its steep growth trajectory is is Special thanks to: expected to continue. Government and business in Australia have a window of The Lord Mayor’s Charitable opportunity to become a first mover in the Asia Pacific by playing a leading role Foundation in advancing the growth of the alternative protein sector. To position itself as a The Good Food Institute regional leader, Australia must act quickly. Chris Bryant Meat Re-Imagined

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