If you couldn’t tell the difference, would you eat fake meat?

raw-mince-meat

A New Zealand clean tech specialist says the patty inside a new burger will be as disruptive as Uber.

She warns the meat industry here needs to prepare and adapt to avoid being displaced completely by its younger cousin.

It looks like beef, cooks like beef, bleeds like beef and tastes like beef, but it’s not beef.

How did they get it to look so similar? Science is the short answer. The breakthrough is the extraction of a molecule called heme from plants.

“[Heme is] what gives meat it’s unique meaty flavour. It’s the bloody taste of raw meat,” Impossible Foods founder Patrick Brown said.

The company behind it, Impossible Foods, has received more than $200 million in funding from investors like Bill Gates.

It’s just one of a raft of companies getting into the more environmental meat substitute business.

“We’ve got 9.6 billion people by 2050. We’re not making any more land. We can 3D print meat but we can’t 3D print land,” Dr Rosie Bosworth said.

Dr Bosworth says meat substitutes will upset our almost $8 billion meat export industry in a similar way to the Uber disruption of taxis.

The major hurdle after making it look, fry, bleed and taste the same would be to ensure it is cheaper than real meat.  Most will probably give it a try to tick it off the list, but unless there is a genuine difference after trying so hard to make the difference that it comes from plants instead of animals, people are not going to buy it unless they are motivated – like green issues or their bank balance.

Would you choose “ethical meat” over real meat if you genuinely can’t tell the difference in your mouth?

 

– via Newshub


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