The tastiest, lab-grown ‘meat’ on the planet

As the world faces a consumption crisis, one Greek Cypriot has come up with a clever solution, although he still enjoys sheftelia finds PAUL LAMBIS

When it comes to meat consumption, George Peppou recognises that there is a global crisis. As a result, he and his business partner Tim Noakesmith have co-founded a thriving food-tech start-up that produces cultured meat that is “better than the meat we eat today.”

VO’’s plant in Sydney, Australia is the largest of its kind in the southern hemisphere, with plans to start exporting their products to customers across three continents. When running at full capacity, it will be able to produce up to 30 tonnes of cell-based meat products per year.

Peppou and Noakesmith have undoubtedly joined a growing number of ‘greentrepreneurs’ who are running a climate-conscious business with products that are tastier, more nutritious, more sustainable, and, ultimately, more affordable. “Over the last century, technology has made our lives infinitely better, giving us the opportunity to build something that will have a positive impact on our planet,” Peppou said. “The future of food does not have to be perplexing and difficult. It is already here.”

Peppou, a meat eater who enjoys Cypriot sheftalia, grew up in a predominantly Greek Cypriot home where traditions and culture were appreciated, especially during the holidays. “Greek Cypriot culture has been an integral part of my life, though I do not believe the Cypriot community in Australia is aware that I am Cypriot,” he said.

In a country like Australia, however, Peppou believes the Hellenic community has successfully brought cultural diversity and enriched the social fabric of its cities. “The Greeks, like all diasporic communities, have facilitated exchange and communication between their countries of origin and their new countries of residence, acting as bridges for cultural, social, and economic exchange,” Peppou told Living.

So, how does a Greek Cypriot from Australia, who admits to enjoying traditional Cypriot meat products, launch a multi-million dollar cultivated meat enterprise that encourages meat eaters to choose products that use fewer resources to produce? According to Peppou, the answer is straightforward. “We simply create more delicious and nutritious meat.”

George began his career as a chef while studying biochemistry at the University of Sydney. A serial entrepreneur and inventor, with over 30 patents granted, he has seen how meat consumption is increasing dramatically year after year, as well as the global risks associated with it. “Animal agriculture requires enormous use of land and is the single biggest cause of deforestation globally. It contributes significantly to greenhouse gas emissions, ranking third in global emissions after energy production and transportation.”

Peppou and Noakesmith’s company uses cultured meat technology rather than traditional methods of producing meat from muscle, fat and connective tissue. The process of reinventing food begins with a small biopsy taken from animals, followed by the separation of the cells responsible for tissue repair. The cells are then placed in a cultivator, a large stainless steel vessel filled with nutritional media containing water, sugars, salts, vitamins and minerals required for cell growth. “The cells turn into a final, delicious meat product after being maintained in the media at the right conditions and using some proprietary processes,” he added.

While many businesses in the sector concentrate on commonly consumed species such as chicken, beef, pork and seafood, VOW uses a broader range. “What makes cultured meat so intriguing is that we do not have the same constraints as traditional farming. We can grow anything. That is why we have created a library of cells from various species to help us determine the most cost-effective and tasty meat we could possibly eat.”

According to Peppou, cultured meat has gained global recognition in the last two years as a high-potential food technology. Since its inception in 2019, VOW has assembled a world-class team of more than 60 talented individuals dedicated to increasing the global reach of Australian cultured meat.

“We have all the right ingredients for Australia to be an exporter of world-class cultured meat. We have the necessary ingredients: talent, strong, robust food regulations and export market access. It is my hope that Australia will become a world leader in both regenerative agriculture and cellular agriculture, exporting the finest foods to the world regardless of how they are produced.”