Big news is breaking Down Under. In an Australian first, a cultivated meat product has been approved for sale. Consumers can expect to see cultivated Japanese quail foie gras on restaurant menus “within weeks”.
Vow sees more immediate opportunity in APAC than US
The novel food greenlight was granted to Australian cultivated meat start-up Vow, with the amendment to Australia and New Zealand’s food standards code published today. The news marks the end of a “multi-year” food safety assessment by the countries’ joint food safety body.
It’s not Vow’s first market approval. The Sydney-based start-up got the go-ahead in both Singapore and Hong Kong last year for its cultivated quail, which it sells under its Forged brand. In Singapore, Vow’s cultured meat sales have been “high in demand”, seeing a 200% increase month-on-month.
The approvals support Vow’s focus on the APAC market while regulatory momentum slows in the US. A number of states including Florida, Alabama, Mississippi, Montana and Indiana have taken legislative action against cultivated meat.
Cell-cultivated product approvals in the US have not completely ground to a halt. The Food and Drug Administration (FDA) recently approved its first cultured seafood product: lab-grown salmon made by Wildtype. But some regulatory uncertainty exists on that side of the pond.
“Australia is embracing innovation and consumers are ready to try something new and delicious,” says Vow founder and CEO George Peppou.
Vow is still open to other market opportunities, with the UK being high on its radar. The start-up expects to submit its dossier to the UK’s Food Standards Authority later this year.
Australian diners can order cultivated quail ‘within weeks’
Australians have a well-earned reputation for their love of meat. As someone who grew up in Australia, I can confirm that the image of families and friends gathering around a barbecue to enjoy sausages, steaks and lamb is not just a cliché, but a common and celebrated part of everyday life.
Australia is not only amongst the top meat-eating countries in the world, but within its metropolitan centres consumers embrace innovative and creative cuisine. Does this make cities like Sydney and Melbourne the perfect launchpads for cultivated meat?
“Australia has always punched above its weight when it comes to food – we’re a country of curious, creative, deeply thoughtful chefs and diners,” says Peppou. “To now be able to offer something completely new – not an imitation, but a new category of meat – is something we’re incredibly excited about.”
Vow has selected several “exciting” venues for the launch of its cultivated Japanese quail foie gras, including the “acclaimed” NEL restaurant in Sydney or Italian eatery Bottarga. Once launched in Australia, Vow products will be served in more than 50 venues across Australia and Asia.
Cultivated meat, quail, and foie gras are all known to come with a high price tag, so it’s easy to assume that combining them – cultivated quail foie gras – could be prohibitively expensive. However, Vow says it has significantly scaled up production and reduced costs, allowing these dishes to appear on both premium and fast-casual menus.
At Singapore’s up-market cocktail bar Fura, which was voted amongst Asia’s 50 Best Bars in 2024, consumers can buy a Forged quail-based snack for $20 SGD (€13) or even a cocktail containing the cell-cultivated ingredient for $25 SGD.
For Peppou, the appetite for “what’s next” is already clear. “This isn’t theoretical anymore – it’s a new category of meat that hasn’t just been accepted, it’s been embraced.”
