Specialists in cell-cultured meat, poultry and seafood – Memphis Meats, has rebranded as UPSIDE Foods. The company kicked off the field of cultured meat in 2015 and it released the world’s first cultured meatball in February 2016, followed by the world’s first cultured poultry in March 2017. With the new brand name comes the company’s first consumer product – UPSIDE chicken.
What is UPSIDE chicken?
Grown completely from animal cells, the UPSIDE chicken is real meat cultivated without the need to raise an animal, and is not a plant-based meat alternative. A company announcement stated that ‘chicken was chosen as UPSIDE Food’s launchpad to commercialisation because it is quickly becoming the meat of choice for consumers around the world, and its versatility lends itself to a diverse set of recipes and culinary applications spanning geographic regions and styles’. Production is likely to begin by the end of 2021, pending regulatory review.
“Our new name showcases the work we are doing to make eating meat a force for good. We can’t wait for consumers to try our UPSIDE chicken soon. If you love chicken and the planet, UPSIDE is for you.” said Uma Valeti, CEO and founder of UPSIDE Foods.
“We want to become the preferred brand for the next generation of meat lovers,” added Maria Occarina Macedo, Director of Brand and Creative at UPSIDE Foods. “And we wanted our brand to reflect the essence of what our product and company is all about: delicious, sustainable and humane meat for everyone. The future of food is all about activating the upside.”
UPSIDE Foods’ pilot plant
To create this sustainable poultry meat at scale, UPSIDE Foods has broken ground on a pilot plant in the San Francisco Bay Area. The first plant custom-built for meat cultivation, the end-to-end facility will produce, package and ship cultured meat at a larger scale than any other company in the industry, all under one roof. With meat demand expected to double in the next 30 years, meeting this demand is unsustainable using current production methods. The UPSIDE Foods’ pilot plant will be an international model for creating real, delicious, resource-efficient meat.
“Consumers are hungry for products that are humane, sustainable and delicious, and UPSIDE Foods is meeting them at the centre of their plates with meat they can feel good about. This has the potential to revolutionize the way people eat and is incredibly exciting. The world 20 years from now may be completely different due to UPSIDE Foods, which is why I’ve personally invested in the company,” said John Mackey, CEO of Whole Foods.