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If the meat grown in the lab, eggs made from mung beans and crickets are reduced to a delicious meal for you, then you will love it for the next 20 years. If not, you have time to come.
Food producers in Los Angeles, Miami and San Francisco are trying to mimic the popularity of alternative beverages such as Soylent and meat-free burgers, such as Impossible Foods.
It all promises a healthy, vegetarian, balanced diet. The rewards can be great. Fitch estimates that the global meat market, which accounts for about one third of the calories consumed by humans, is significant. more than $ 1.3tn.
Disrupting animals means getting proper plant protein. Some starters use algae, which is abundant but not very sweet. Prime Roots is making “pork” and “chicken” using a mushroom called koji. Bacteria have already been sold. Pea proteins are also popular, made from yellow peas and not green, mushy-colored. The experiment is to be commended because, of the more than 400,000 plants on Earth, up to 30,000 are edible, but only about 200 they are the basis of the human diet.
The real challenge is to persuade consumers to change their diet. I drank peas milk at a vegan cafe in Los Angeles and I can confirm that it is the flavor I have found. But algae and peas are much less common than slaughterhouses and industrial agriculture.
Larissa Zimberoff, author Food Professionals: Within the Silicon Valley Diet Process, suggesting that it is not uncommon to turn an unpalatable item into packaged food. Quorn, made of mushrooms mycelium, has existed for centuries. See also the success of the “mylks” from the plants, which are now on sale at Starbucks and Pret A Manger.
But modern sensitivity to certain foods may begin in 2014, the year engineers. Rob Rhinehart launched a Soylent food exchange in Los Angeles. That same year, Huel and Mana made their own nutritious meals in the UK and Europe.
Soylent started out as a lucrative business in front of Silicon Valley venture capital Andreessen Horowitz and Google Ventures He jumped in. The noise was a liquid fuel for tech professionals who were too busy to sit down to lunch. For a few dollars, each portion provides approximately 400 calories with an acceptable portion of fat and fiber along with 26 vitamins and minerals. When I walked into the FT office in San Francisco, the Soylent bottle in the fridge looked like a sign next to the professional companies as the bright headsets were stored on the desks.
New things are often accompanied by ridicule. Several magazines have asked authors to “survive” on a diet of healthy flour. Tech blog The Verge called Soylent “healthy mud”. Compared to SlimFast, a powerful shocker of the 1990s.
The name is amazing. Soylent, a soybean port and stew, is the name of a future food in a 1960s sci-fi book. In a modified film Soylent Green, this thing was made from men. (Huel, which represents human fat, does not sound very clear.) However, skepticism and dystopian interpretations did not hurt the company. Soylent became very popular and had a 10-week waiting list. And the bottles now sit on the shelves of Walgreens and CVS alongside Gatorade and Dr Pepper. In the UK, Huel is planning to go public.
When FT interviewed Soylent founder Rhinehart in 2016, he said he was not trying to end the meal for fun. All she wanted was to change an empty meal or dinner when people were not eating, because she was too tired to cook. Under his new boss Demir Vangelov, Soylent relies heavily on this idea. Now it makes itself a nutritious beverage, not a dietary supplement. Similar to protein shrinkage than diet.
However, the most refined foods are not for everyone. For those who do not want to eat mold or wild animals, start SquarEat he has the answer. A Florida-based company is earning money to sell chicken coops, potatoes and other foods, a vacuum packed and delivered to your home. The future of food can be crickets or cubes.
Elaine Moore is Lex’s second for FT editor
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