Vow and its CEO, George Peppou, are angling cultivated meat as a luxury product — an unusual positioning for an industry where many founders are motivated by animal welfare and going toe-to-toe with mass-produced meat. But while growing meat in the lab still remains eye-wateringly expensive, Peppou is trying to turn the technology’s Achilles’ heel into his advantage.
Source: Is the Future of Lab-Grown Meat in Luxury Products?