Meatly is making waves in the cultivated meat industry. Last year, the company became the first in Europe to earn regulatory approval for cultivated chicken intended for pet food in the UK. This groundbreaking achievement was driven by a passionate team of just ten individuals and followed a successful fundraising campaign that raised £3.5 million.
Building Consumer Trust Through C-Label
Recently, Meatly has been acknowledged as the first recipient of the C-Label certification—a new trademark for cultivated food products, launched by V-Label. This certification aims to provide consumers with clear insights into how cultivated meat is produced, fostering trust and understanding around these innovative food options.
We spoke with Owen Ensor, Meatly’s CEO, who has an impressive background that includes consulting at Bain and overseeing an insect protein facility, to discuss what the C-Label partnership means for the company.
Ensor highlighted the importance of the C-Label certification in promoting transparency and increasing consumer confidence. In a rapidly evolving sector like cultivated meat, it’s crucial for consumers to have clarity about product quality, safety, and ethical standards. Shoppers want reassurance that the items they buy live up to their expectations.
Alignment with Meatly’s Mission and Branding
At Meatly, instilling confidence in customers regarding their cultivated chicken is a top priority. The company emphasizes its commitment to producing chicken that mirrors the nutritional profile of traditionally raised meat, boasting all the essential amino acids, vitamins, and minerals. By partnering with C-Label, Meatly reinforces its dedication to delivering a safe, nutritious, and ethically sourced food product, backed by third-party validation that further boosts consumer trust.
Ensor pointed out that Meatly is unwavering in its commitment to maintaining the highest standards in health, safety, and ethics in the world of cultivated meat. The collaboration with C-Label is a significant step toward offering consumers assurance that Meatly’s products adhere to rigorous quality standards. Despite the challenges tied to meeting rigorous certification requirements, the shared values between Meatly and C-Label made this partnership a natural fit.
A Leadership Position in Standardized Certification
By being at the forefront of acquiring the C-Label certification, Meatly is well-positioned to lead the charge in advocating for standardized certifications within the cultivated meat and pet food sectors. The company’s focus on achieving cost parity while ensuring top-notch quality across its production processes is key. Certifications like C-Label are essential for guaranteeing that consumers can access reliable, high-quality products.
Looking ahead, Ensor is optimistic about the future of the cultivated food industry with certifications such as C-Label leading the way. He believes that as cultivated meat gains approval for both pets and humans in the UK, consumers will demand further guarantees about safety and transparency.
The C-Label initiative is poised to encourage broader acceptance of cultivated products, representing a pivotal shift in the food industry towards embracing necessary certifications for cultivated meat. As more companies enter this space, Meatly aims to establish itself as a leader, ensuring that certified healthy, safe, and ethical meat becomes standard in the sector.
Source: Vegconomist