Israeli cultivated meat foodtech company SuperMeat has signed a Memorandum of Understanding (MOU) with Switzerland's largest retail supermarket chain and leading meat manufacturer, Migros, to expedite production and distribution of cultivated meat at a commercial scale, the company announced Tuesday.
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As part of the partnership, Migros invested in SuperMeat, indicating that the industry sees a strong interest among consumers in alternative proteins.
Working together, the two hope to solidify an infrastructure to distribute and sell meat on a wide scale to meet the demand of the European consumer looking for more efficient and sustainable alternative products. With Migros' direct consumer relationships, the companies will be better positioned to serve customers and provide product assortments that better match consumer needs.
"We are thrilled to be working with a prominent foodservice partner like Migros as we move toward our joint vision of producing cultivated meat on a mass scale," said Ido Savir, CEO SuperMeat. "Their expertise and reach in food production and grocery paired with SuperMeat's advancements in the industry will set the stage to bring cultivated meat to European consumers in the near future."
"Having had the opportunity to taste SuperMeat's cultivated chicken personally at their restaurant in Israel, I was very impressed with how similar this was to traditional chicken, confirming my conviction of the potential for this technology to change the meat industry," said Matthew Robin, CEO ELSA-Mifroma, a Migros Group company
