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SuperMeat links with retail major Migros on cultivated meat distribution: We be prepared to be selling in Switzerland by 2025

Migros has invested an undisclosed sum in cultivated meat player SuperMeat and signed an agreement to accelerate production and distribution of its products at a commercial scale.

With annual sales of CHF 28.93bn (29.67bn) in 2021, the Migros Group may be the largest retail company in Switzerland.

In accordance with Matthew Robin, CEO ELSA-Mifroma, a Migros Group company, individuals are demanding more sustainable, healthy, and alternative protein-based products, and Migros really wants to make sure it is ready to meet their demands once the time comes.

From SuperMeats perspective, Migros expertise and reach in food production and grocery will set the stage to create cultivated meat to European consumers soon.

A B2B player in foodservice

Israel-headquartered SuperMeat is on a mission to create cell-cultivated chicken meat to the masses. The start-up believes cultivated meat gets the power to improve the food system, provide nutritional security, and drastically reduce carbon emissions.

Without yet available, SuperMeat has conducted tastings of its cultivated chicken product with culinary experts and media personalities.

Earlier this season, a public blind tasting comparing its cell-based product with conventional chicken divided opinions: two of the judges incorrectly identified that was the cultivated chicken, and the 3rd couldnt pick that was which.

Having shown that cultivated meat and traditional meat could be indistinguishable, the start-up is currently exploring sales channels. SuperMeat has described Migros as a prominent foodservice partner.

Foodservice can be an important section of Migros business, SuperMeat CEO Ido Savir told FoodNavigator. Along with operating in restaurants across Switzerland, the group provides catering services aswell.

While we can not disclose all information on the MoU, we are able to say that SuperMeatplans to supply companies with the chance to introduce products to the marketplace under their brands.

What expertise is Migros providing?

Migros is not any stranger to cellular agriculture. In late 2021, the Swiss retailer signed a Proof Concept (PoC) agreement with Chicago-based Aqua Cultured Foods a start-up making microbial fermentation-derived seafood alternatives.

For that tie-up, Migros is assisting to gauge consumer perceptions in Europe.

The MoU with SuperMeat can be, in part, counting on the retailers deep knowledge of consumer needs. Given Migros direct consumer relationships, the firms believe they’ll be better positioned to serve customers and offer product assortments that better match consumer needs.

Migros deep knowledge of consumers needs and its own direct relationship using them through its retail and foodservice outlets will enable SuperMeat to raised serve consumers and provide them products tailored with their needs, Savir reiterated.

Using its extensive infrastructure, including meat processing facilities, distribution and storage facilities, and several points of sale in Switzerland in addition to in neighbouring countries, Migros comes with an intimate knowledge of product applications accommodating to local cuisines and capability to support the scale up and commercialisation effort.

Migros can be committed to cell-cultivated food development with a new company it established with Givaudan and Bhler this past year: The Cultured Food Innovation Hub.

In co-founding the business enterprise, Savir said Migros can be developing know-how to create and process cultivated meat, adding that the joint knowledge allows the companies to help expand keep your charges down and improve products.

Commercialisation strategy

SuperMeat expects in order to sell products in Switzerland in 2-3 years. Hopefully that large Swiss conglomerates investment and commitment to the field will help in accelerating the approval process, said Savir.

But Switzerland is definately not the only real geography SuperMeat has in its sights.

Earlier this season, the start-up partnered with Japanese food giant Ajinomoto to greatly help address the cell growth media bottleneck also to help fund a fresh industrial facility in america. Pending regulatory approval, SuperMeat revealed it intends to launch its first products in to the US market next year.

At round the same time, among Europes largest poultry producers, PHW Group, and SuperMeat officially signed a MoU to create cultivated meat products, including chicken, turkey and duck, to European consumers.

SuperMeat really wants to operate wherever approvals are granted and believes that partnering with industry leaders will expedite the scale up process, we were told.

In partnering with companies such as for example Ajinomoto, PHW, and today Migros, we are in a position to leverage their particular know-how and extensive infrastructure, reducing costs, scaling faster, and enhancing the offering to the buyer.

It’ll benefit us not merely in markets where our partners are active, however in all markets where we operate.

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