Beyond Beyond Meat: Lab Grown Meat Has Now Arrived For Sale In 3 Countries

Is this what’s beyond Beyond Meat?

Australia just gave lab-grown meat the official thumbs-up, approving the sale of cultivated Japanese quail and joining the elite global club of… three. That’s right—only Singapore, the U.S., and now Australia are on board with selling meat that’s never had feathers, feet, or a heartbeat, Bloomberg wrote last week. 

Sydney-based startup Vow is behind the venture and says it’ll start serving up foie gras, parfait, and other fancy dishes made from quail cells in select restaurants within weeks. This follows a long-overdue tweak to the country’s food standards code, years in the making.

The science behind it? Cultivating animal cells in vats instead of raising entire animals, allegedly to save the planet and spare some lives. Noble goals, sure. But the cultivated meat industry hasn’t exactly been thriving. Funding is drying up, scaling remains a headache, and the political pushback—especially in the U.S.—has turned into a sideshow.

“While other markets face regulatory uncertainty, Australia is embracing innovation and consumers are ready to try something new and delicious,” Vow CEO George Peppou said, clearly feeling good about being the new kid on the bioreactor block.

Vow’s lab-grown quail will show up under its Forged brand at places like NEL in Sydney and Bottarga in Melbourne. Meanwhile, in Singapore, where Vow already operates, the company claims 200% month-over-month growth. Though when your starting point is a couple of upscale restaurant menus, that math isn’t exactly hard to beat.

Production is still a drop in the bucket compared to the real meat market, but Vow promises to hit 10.8 tons a month by year’s end. The company’s managed to raise more than $70 million from investors including Blackbird, Square Peg, and Peakbridge—suggesting at least some people are betting that cell-cultured quail is more than a novelty.

Still, whether diners will bite—or keep biting once the novelty wears off—remains the real question. It’s one thing to get approval; it’s another to convince people their $45 foie gras came from a vat and not a bird, and that’s a good thing.