At an upscale sushi bar in New York last week, a smattering of media and policy types chowed down on a menu of sushi rolls, Peking duck tapas, and mushroom salad. But what made this menu unusual was the one ingredient that ran through the dishes—foie gras made from quail cells brewed in a bioreactor. The event, catered by the sushi chef Masa Takayama, was a launch party for Australian cultivated meat firm Vow, which will sell its foie gras at a handful of restaurants in Singapore and Hong Kong.
The meal was decadent—one course featured a mountain of black truffle—but that was mostly the point. Vow and its CEO, George Peppou, are angling cultivated meat as a luxury product—an unusual positioning for an industry where many founders are motivated by animal welfare and going toe-to-toe with mass-produced meat. But while growing meat in the lab.
.. Matt Reynolds.
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