Omeat, a cultivated meat company, has introduced Plenty, a more affordable and ethical alternative to fetal bovine serum (FBS) in the food and beverage industry. This proprietary product is equally effective as FBS but comes at a fraction of the cost. Plenty is obtained through a plasma collection process from cows, resulting in approximately 10 liters of plasma from a single cow every week. This amount of plasma is as potent as FBS, eliminating the need to slaughter multiple fetuses and their mothers. By reducing the number of cows required, Plenty contributes to addressing environmental issues and allows for rotational grazing on farms. Omeat’s farm, with over 70 cows, can produce 35,000 liters of Plenty, which could eliminate the need for FBS in the US and globally.
Plenty is not limited to beef and can be used in the production of chicken, lamb, fish, leather, and milk. Omeat aims to collaborate with other cellular agriculture companies to build the industry and overcome cost and scalability challenges. Scaling up is crucial as no individual company can make a significant impact on the market alone.
When introducing cultivated meat to stakeholders and the public, clear and consistent terminology is essential to avoid stigmatization. Nomenclature, such as cultivated meat and cell-cultured meat, should effectively differentiate these products from conventionally produced meat. According to research, 45% of survey respondents support cultivated meat when adequately explained. Curiosity, novelty, environmental concerns, and animal welfare are key motivators for consumers to try cultivated meat.
In Omeat’s case, it is crucial to communicate their methods and processes during the early stages. By emphasizing that Omeat only uses cells from cows to grow directly, they eliminate the need for slaughter while prioritizing environmental safety and security.
Overall, Omeat’s introduction of Plenty as an FBS alternative marks an important trend in the food and beverage industry. It addresses cost, sustainability, and ethical concerns while promoting innovation and consumer trends.