Cultivated Meat: A Glimpse into the Middle Eastern Market
GOOD Meat, a pioneer in the cultivated meat industry, is finding growing interest in the Middle East despite relatively low consumer awareness. A recent study commissioned by GOOD Meat revealed that 34% of respondents in six Middle Eastern countries had heard of cultivated meat. The study also showed that consumer awareness was highest in the UAE and lowest in Egypt.
Despite the lack of widespread knowledge, consumers seem open to the concept of cultivated meat, recognizing its potential benefits for animal welfare, health, safety, and food security. However, there is a need to bridge the knowledge gap and educate consumers about the distinctions between cultivated meat and alternative proteins.
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The study revealed that three out of five respondents have purchased plant-based meat alternatives, indicating a potential market for cultivated meat products. Interestingly, young consumers are particularly enthusiastic about technology-driven solutions to address climate change challenges.
The Middle Eastern region has a strong dining-out culture, with chicken being the most popular protein choice in restaurants. The study suggests a slightly higher likelihood of consumers purchasing cultivated chicken (87%) than cultivated beef (81%).
Furthermore, there is a strong preference for domestically produced food, with over half of respondents expressing concerns about long-term food security. Cultivated meat production is seen as a potential solution to address both of these concerns.
Qatar Paves the Way for Cultivated Meat in the Middle East
Good Meat is poised to establish a presence in the Middle East and North Africa (MENA) region, with Qatar taking the lead. Following a partnership with Doha Venture Capital and the Qatar Free Zones Authority (QFZA) in 2022, GOOD Meat plans to set up a cultivated meat facility in Qatar's Umm Alhoul Free Zone.
QFZA and the Ministry of Public Health have indicated their intention to grant regulatory approval for GOOD Meat's cultivated chicken soon. Plans to expand into other Middle Eastern markets are also underway.
Addressing the question of halal certification, GOOD Meat is in discussions with relevant authorities to ensure compliance with halal standards. Halal accreditation is expected to be obtained in due course.
Cultivated meat's role in food resilience
GOOD Meat gained regulatory approval to sell cultivated meat in Singapore in November 2020. At the 2022 United Nations Climate Change Conference (COP27), the company showcased a new version of its cultivated chicken, highlighting its role in enhancing food resilience and security.
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The Middle East, with its growing population and resource constraints, stands to benefit from cultivation meat technology. By producing meat without relying on traditional agriculture, cultivated meat can offer a sustainable and environmentally friendly solution to meeting the region's protein needs.
As consumer awareness and acceptance of cultivated meat grow, the Middle East is poised to become a significant market for this innovative technology.