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Photo: Huber’s Butchery
Recently, plant and lab-based meats, such as cultivated meat, have become popular among consumers. Due to the high consumer needs and demand for such meats to be retailed, meat retailers and butcheries have been exploring selling cultivated chicken beyond fine dining establishments.
To that end, Huber’s Butchery, a family-owned and operated business known for its expertise in the art and science of butchering, has partnered with GOOD Meat, a new brand launched in 2020 from Eat Just,, a US-based food company that applies science and technology to create safe, healthy, and more sustainable foods, to sell a new, lower-cost formulation using just three percent cultivated chicken named GOOD Meat 3.
GOOD Meat 3 was developed to meet strong consumer demand for cultivated meat in Singapore and to create opportunities for people to try it in the comfort of their own homes. By using a smaller percentage of cultivated chicken in combination with plant proteins, which have always been used in GOOD Meat’s cultivated chicken products, it also helps reduce costs associated with the production of cultivated meat.
Cultivated chicken reimagining taste buds
Photo: Huber’s Butchery
As consumer studies of cultivated meat have shown, taste is believing, which remains valid for GOOD Meat 3.
In addition, sensory testing has yielded exceptional feedback on measures such as taste, texture, and appearance. This results from GOOD Meat’s patented production process and simple recipe of plant proteins, cultivated chicken, and seasonings that flavour the chicken.
“This is a historic day, for our company, for the cultivated meat industry, and for Singaporeans who want to try GOOD Meat 3,” said Mr Josh Tetrick, co-founder and CEO of Eat Just, the parent company of GOOD Meat. “Before today, cultivated meat had never been available in retail stores for regular people to buy, and now it is.”
Tetrick believes that this new product will increase the number of servings of cultivated chicken sold compared to previous years.
He also acknowledged that much more work remains to prove that cultivated meat can be made at a large scale and that Eat Just remains focused on this target.
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More GOOD Meat on the way
The launch of GOOD Meat 3 in Singapore follows efforts in the United States, where GOOD Meat is based, to restrict or outright ban cultivated meat production and sales.
Earlier this year, Florida Governor Ron DeSantis signed a bill into law criminalising the sale of cultivated meat in that state, a move that threatens to curtail consumer freedom and hinder innovation.
In contrast, Singapore recently established a “regulation-free zone” fostering innovation for cultivated meat and biotech firms. It is embracing novel food technologies that have the potential to help address problems like climate change, food security, and animal suffering.
In addition, when Singapore granted GOOD Meat the world’s first regulatory approval for cultivated meat in 2020, GOOD Meat has been producing and selling its chicken in a campaign-style model, offering opportunities to try cultivated chicken in fine dining establishments via food delivery apps, at beloved hawker stalls, and of course, in the Bistro at Huber’s Butchery.
