Supertrends in Cultured Meat,
Opportunities in disrupting a
$1.8T global meat market

Dear Friend, 

If you’re like me, constantly looking out for new investment opportunities based on innovation and new technology, then you should already have heard about cultured meat. I am not talking about any plant-based substitute or a vegan product. I am talking about a real, juicy steak sizzling on the grill on sunny Sunday afternoons!

— Lars Tvede, Co-Founder of Supertrends

We recently found strong signals that my steaks will soon be grown in a lab instead of being sourced from Heidi, the beautiful swiss cow that stood on the meadow behind my house until just yesterday. So, we decided to closely monitor this rapid growing Supertrend 

In case that cell-based cultured meat is something completely new to you, you should definitely have a closer look at this – especially if you are an investor yourself or working for an organization that makes money from investments. This may be the next disruptive Supertrend and opportunity. 

So, here’s the deal …


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Finance in Cultured Meat,
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Supertrends in Cultured Meat. This publication reflects our approach of Future-as-a-Service. It is a dynamic overview of information on the current state and future trajectory of the cultured meat industry. Subscribers to Supertrends in Cultured Meat will receive periodical updates to ensure that the data and market assessments included here reflect the latest consensus among researchers and Supertrends experts. Subscribers will also have the chance to get access to related media as well as conferences with experts and networking opportunities with key players in the industry.


What if …

Let us imagine for a moment what our own descendants, 100 years from now, will find particularly odd or questionable about human behavior in the year 2020.

While there is evidently no shortage of potential items on that list, one of them might be the way people in our times sourced their meat. Would it be entirely unfair if our great-grandchildren are put off by the fact that we, their ancestors, killed approximately 75 billion captive animals every year? That’s equal to 2,400 animals per second – mainly to get meat on the table. Or that we forced many of these animals to live short, dirty lives under in some cases torturous conditions, and often killed them in their infancy?

Might our descendants also find it slightly distasteful that we bred chicken that grew so fast that after around five weeks – just in time for their slaughter – their legs couldn’t carry them anymore? Will they perhaps have heard stories about how our sometimes very unsafe relationship to domesticated animals may have triggered pandemics or antibiotic resistance? Or, 100 years from now, will they consider it odd that so many nature reserves were once allocated as grazing land for cattle, sheep, and other animals?

A good steak now and then, but with a quiet conscience?

Perhaps they will, and perhaps the reason will be that 100 years from now, the vast majority of meat consumed by humans will be grown in bioreactors, just as the vast majority of energy used by humans might be generated by nuclear fusion reactors.

Now, as of the time of writing, there are no working nuclear fusion reactors, but scientists have shown that growing meat in bioreactors is actually feasible. This might be a big deal, because the vast majority of humans do love the taste of meat. Furthermore, meat is nutritious and contains, for instance, the perfect combination of amino acids for building muscles. Not only that; it also contains vitamin B12 and heme iron, which are essential to our nourishment, but rare in foods other than meat.

The sooner you’re entering, the higher the risks, but also the rewards …

It’s no wonder, then, that we humans have been eating meat for a very long time. Our very distant ancestors, Australopithecus afarensis, probably became carnivores as early as 3.4 million years ago. Some scientists believe that our longstanding appetite for meat led to genetic selection for intelligence, since catching a large fleeing prey requires more brains than eating stationary plants.

Perhaps our meat-eating habits explain our superior intelligence and everything that followed! In any case, since meat-eating has been with us for so long, there is very little reason to believe that most people will stop craving this kind of food anytime soon, or ever.
Indeed, by some estimates, meat now accounts for some 30 percent of the calories consumed by the human species, and the trend is pointing up, not down.

There is hefty beef in big business

Meat is a big business, too: In 2019, the meat trade turned over almost US$2 trillion in value, or approximately 2 percent of the global economy.

Today, however, humanity may be on the cusp of a fundamental transformation in the way the vast majority of our meat is sourced, just as when our ancestors began to switch from hunting to farming about 12,000 years ago. That switch from hunting to farming was a revolution with massive implications.

In the next few years, we might witness a new evolution where we transition from farming meat to synthesizing it.

A service for the informed investor

Personally, I am not invested into any cultured meat company yet. But I am monitoring this rapidly evolving industry sector very closely. You know just as I do: The sooner you’re entering, the higher the risks, but also the rewards. To run a solid due diligence, we need data.

That’s why Supertrends has created its own view on cultured meat, including thoughts on how synthetization can make our food system smart, digital and compact, as well as why the revolution of the meat industry will arrive in two waves.

Our subscription-based service starts with a dynamic report and deep insight into the most important aspects of lab grown meat. It continues with a fast-paced stream of updates, facts, forecasts and sentiments around the potential transformation of this very big business, so decision makers will better understand what happens today, tomorrow and in the future. We call it “Future as a Service”.

Start by getting our free report “Finance in Cultured Meat”.

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