The cultivated meat sector in Asia must pivot its marketing strategy beyond sustainability to secure a place in the food supply chain. Despite early enthusiasm, the industry faced setbacks in 2024, with funding dwindling and operational challenges, such as those encountered by GOOD Meat in Singapore. While sustainability drives demand in the US and Europe, Asian markets prioritize health, nutrition, and affordability—factors now exacerbated by economic instability. Industry leaders like VOW Global’s Andrew Janis emphasize the need to address real-world costs across the supply chain, from production to retail. GOURMEY’s Nicolas Morin-Forest suggests targeting premium segments like foie gras, as price parity remains elusive. Asia’s price sensitivity and economic uncertainty further complicate adoption, requiring firms to balance investor expectations with realistic scaling strategies. Future
Source: Cultivated meat sector must adjust Asia marketing strategy to enter food supply