Mission

At the heart of most modern cultures lies a troubling paradox. We love and care for animals, yet enslave and slaughter them for meat. This paradox highlights a conflict between our innate empathy and fondness for animals and our insatiable appetite and craving for meat.

Our mission is to resolve this paradox by creating slaughter-free meats that replicate the taste, texture and nutritional properties of traditional meat. Our goal is to transform the global food landscape by making slaughter-free meat not just an alternative, but the norm.

We envision a future where the dilemma between diet and ethics no longer exists, and where every meal reflects our respect for animals, our concern for the planet, and our commitment to health — without sacrificing the flavours, textures, and pleasures of traditional meat dishes.

By harnessing the power of plant proteins and cell cultivation, we are crafting meat experiences that honour our past while protecting our future, ensuring future generations inherit a more compassionate, sustainable, and healthy planet.