2017-08-17. UC Berkeley Sutardja Center launches new lab to take on $1 trillion meat industry.

posted Aug 31, 2017, 9:31 AM by Alan Gould
By Keith McAleer, UC Berkeley Sutardja Center for Entrepreneurship & Technology. For GSS Losing Biodiversity chapter 8, Ecosystem Change chapter 7. Excerpt: The University of California, Berkeley is creating a new Alternative Meats Lab (alt.meat lab) to give students a leg up on a trillion-dollar market opportunity: transforming the meat industry. The lab at Berkeley will use the latest technology tools and techniques to engineer plant-based meat alternatives – with animal meat-eaters as the target market. “There is evidence that meat-lovers would buy plant-based meat alternatives if the taste is right,” said visiting professor Ricardo San Martin, co-chair for the new lab, “One of our goals for the lab will be to develop delicious food that is similar to meat from a nutritional and functional perspective, but may not necessarily mimic meat exactly.” According to the North American Meat Institute, the U.S. meat market topped $1 trillion in 2016, amounting to nearly six percent of overall U.S. GDP. There are many venture-capital backed startups developing plant-based products aiming to compete with traditional meat, but typically their approaches and techniques have been industry secrets. One of the goals of the alt.meat lab will be to develop research to open up the industry by freely distributing findings in order to enable more entrepreneurs to be successful around the world in the meat alternatives space.... http://scet.berkeley.edu/uc-berkeley-launches-new-lab-take-1-trillion-meat-industry/