Executive Briefing

Lab-grown meat is a consumer-branding case study in the making

How Upside Foods and Good Meat are trying to build buzz — and trust — around ‘cell-cultivated’ meat.

Upside Foods
Upside Foods / Screenshot

One thing you’ll be seeing and hearing more about in the coming years is what’s called “cell-cultivated” meat: Actual meat — starting with chicken — that’s intended for human consumption, grown cell-by-cell in a commercial facility, without killing any animals.

Vast amounts of investment have already gone into this industry, also sometimes called “lab-grown” or “cell-cultured” meat.

And two months ago, the US Department of Agriculture formally approved two Bay Area-based companies to sell it: Good Meat, part of the same business as Just Egg, the plant-based eggs pioneer, and Upside Foods, a brand previously known as Memphis Meats.

One of the most interesting aspects of cell-cultivated meat — and one we’ll watch closely at The New Consumer — is how it’ll be marketed and commercialized.

Most meat today, whether it’s sold at grocery stores or in restaurants, isn’t branded at all — it’s just meat.

This will be different: As cultivated meat production ramps up over the next several years, to give the category a shot — and justify their investment — brands like Upside Foods and Good Meat will need to lead the way in building buzz, trust, demand, and loyalty.

So how are they starting?

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Dan Frommer

Hi, I’m Dan Frommer and this is The New Consumer, a publication about how and why people spend their time and money.

I’m a longtime tech and business journalist, and I’m excited to focus my attention on how technology continues to profoundly change how things are created, experienced, bought, and sold. The New Consumer is supported by your membership — join now to receive my reporting, analysis, and commentary directly in your inbox, via my member-exclusive newsletter. Thanks in advance.

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