The future of meat is grown in a lab, with George Peppou and Tim Noakesmith, Vow
Jan 8, 2021
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George Peppou and Tim Noakesmith discuss the future of food and their company, Vow, which produces sustainable cultured meat. They explore the potential of cultured meat and ethical meat production, the challenges of scaling deep tech companies, and the hiring process at Vow. They share their passion for cooking, the importance of meaningful brand experiences, and their long-term vision for the future of food.
Cultured meat has the potential to recreate the taste, texture, and nutritional benefits of traditional meat without the need for animals, providing a sustainable solution to ethical and environmental issues.
Vow differentiates itself in the alternative protein market by aiming to create entirely new meats that have not existed before, exploring the combination of different animal cells to create novel culinary experiences and branded products with distinct stories.
Deep dives
The Emergence of Cultured Meat
The podcast episode introduces the concept of cultured meat, which is produced by growing meat from animal cells instead of raising and slaughtering animals. This emerging technology is seen as a potential solution to the ethical and environmental issues associated with traditional animal agriculture. The hosts discuss the different approaches to alternative protein production, including plant-based meats and cellular agriculture. They highlight the advantages and drawbacks of each method, noting that cultured meat has the potential to recreate the taste, texture, and nutritional benefits of traditional meat without the need for animals. The episode also delves into the challenges faced by the founders of Vow, a company dedicated to developing cultured meat, as they navigate the complexities of the industry and work towards creating innovative and sustainable meat products.
The Unique Approach of Vow
The podcast highlights the unique approach taken by Vow in the alternative protein market. Unlike other companies that focus on replicating existing meat products, Vow aims to create entirely new meats that have not existed before. By culturing cells from various animals, Vow explores the possibility of combining different structures and creating novel culinary experiences. This approach allows Vow to differentiate itself from competitors and move away from the traditional animal-based commodities. The hosts discuss the potential of developing branded products that tell distinct stories to consumers, similar to the evolution of the cereal aisle, where different brands offer unique sensory experiences rather than just describing their constituent ingredients.
The Journey of Vow's Founders
The episode provides insights into the backgrounds and journeys of Vow's founders, Tim and George. Tim, with a background in design and branding, developed a fascination with cultured meat during his years as a vegan. George, with experience as an inventor and in the agricultural industry, had a deep interest in the future of food and alternative production methods. Their paths crossed, and despite initial skepticism, they recognized the potential of cultured meat and the need for a strong combination of technology and effective storytelling to bring about a shift in the way people consume meat. They embarked on a journey to create Vow, with initial investments and a unique, cost-effective approach to building the company.
The Vision for Vow's Future
The podcast explores Vow's long-term vision, which goes beyond replicating traditional meats. The company aims to provide a wide range of innovative and sustainable meat products that allow individuals to express their personal preferences and values through food. Vow envisions a future where food becomes a means of celebrating individual identity, offering various options that cater to different dietary needs, preferences, and ethical considerations. By leveraging cultured meat technology and expanding the possibilities of food choices, Vow aims to transform the food industry and redefine people's relationship with meat.
On today’s episode, we hear from George Peppou and Tim Noakesmith, the co-founders, and CEO & CCO at Vow. In 2019 Vow became the world’s first company to make a food product from the cells of an undomesticated animal, in the form of a Kangaroo Dumpling. Yes just the cells, meaning no animals were harmed to create that new form of sustainable food – cultured meat. Listen in to hear George and Tim share their views on food, how they met, the journey they took to start Vow, and the exciting future their company promises.