Swiss Supermarket To Sell Israeli Cultivated Meat

Switzerland’s largest supermarket chain Migros has signed an agreement with Israeli food tech company SuperMeat to sell their cultivated meat that’s grown in a lab.

The two aim to produce, distribute and sell meat on a wide scale to meet the demand of European consumers looking for more sustainable meat products. 

SuperMeat is a Tel Aviv-based food tech company founded in 2015 that is working to supply the world with high-quality chicken meat grown directly from chicken cells.

Cultivated meat is genuine animal meat that is produced by acquiring and cultivating cells directly rather than slaughtering animals. The cells are grown in bioreactors and are fed basic nutrients, and grow to be arranged in the same or similar structure as animal tissues, thus replicating the sensory and nutritional profiles of conventional meat. This production method eliminates the need to raise and farm animals for food.

“We are thrilled to be working with a prominent foodservice partner like Migros as we move toward our joint vision of producing cultivated meat on a mass scale,” said Ido Savir, CEO of SuperMeat.

The company has previously received a grant from the Israel Innovation Authority to help achieve commercial viability in Israel. 

“As consumers demand more sustainable, healthier, and alternative protein products, Migros wants to ensure it is prepared to meet the needs of this growing customer base when the time comes,” said Matthew Robin, CEO of a Migros Group company.

Migros is the largest retail company and largest private employer in Switzerland, with annual sales of over $30 billion. 

The environmental benefits of cultured meat are still very hard to predict, but some say that the shift could not only reduce methane emissions but also decrease the use of water and land by over 95 per cent.

Growing meat directly from animal cells could also reduce the need of farmers to dose livestock with antibiotics, which contribute to the growing antibiotic resistance crisis, and with growth hormones, which are controversial for their impact on human health.