Revolution for poultry producers ?
Recently one of the largest poultry producers in Europe, PHW Group from Germany, formed a strategic partnership with the start-up company SuperMeat from Israel. Their plan is to produce chicken meat, without growing and slaughtering birds. Fact is, the companies want to extract stem cells from live birds and produce clean meat by growing the cells in ideal lab conditions and forming high-quality chicken cuts.
Peter Wesjohann, PHW Groups CEO says: “We at PHW have time and again left the beaten path in conducting our business.”
"This approach not only facilitates the development of best-in-class animal welfare concepts in the core of poultry business, but will also lead to the strengthening of a vegan product portfolio, confirming the leading role in the global consumer trend towards a cleaner, more protein-rich diet", the CEO said. "And let there be no misunderstanding, this can be done, technically and at a competing price level in the near future. A partnership like this is a real revolution in the poultry industry, however, producing cultured meat isn’t. Of course recent developments in this field have promising results, hence the partnership. We have gone beyond this, in the meantime cultured meat has been surpassed by non-meat alternatives."
The real revolution that could influence the future of poultry meat production is the creation of plant based meat substitutes. And we are not talking about the good old tofu. Recent developments in the art of structuring plant proteins have led to a meat substitute that is as good or even better than real meat. Challenges in taste, texture, bite, food experience and nutritional value have all been tackled.
On top of that it has the added value of being 100% plant based. For those producers it is just the challenge of convincing the consumer to move away from meat, their product then does the rest.