ICA, a leading grocery retailer in Sweden, is partnering with Malmö based startup Re:meat to explore the market potential for Swedish-grown cultured meat. This collaboration is part of the shift toward more sustainable proteins in the food industry, with cultured meat having up to a 92% lower carbon footprint compared to conventional meat. It is produced from animal cells and is obtained as ready-to-cook meat mince.
Re:meat is Sweden’s first cultured meat company with ambitions to build large-scale local production. It aims to significantly reduce CO2 emissions while strengthening Sweden’s preparedness and local food supply. Swedish Tech News reported in June that Re:meat raised € 260.000 (SEK 3 million) earlier this year.
“Our vision is that all people should be able to enjoy good, nutritious and sustainable meat. For Re:meat, collaboration across the value chain is important to succeed in changing both the industry and what the consumer chooses to cook and put on their plate. ICA is an innovative player with deep market insight in food and trade, who wants to support development and be at the forefront of consumer trends to create the food of the future. An invaluable partner for Re:meat’s relevance,”says Jacob Schaldemose Peterson, CEO at Re:meat.
ICA Växa, the innovation and concept development unit of ICA, is focused on exploring solutions within food production to reduce the carbon footprint of food. Cultured meat is seen as a vital addition to the protein offering, with potential benefits for the environment and possibly even health. The receptiveness of customers will play a crucial role in its adoption. The initial stage of this collaboration will involve assessing consumer attitudes toward cultured meat. ICA and Re:meat will work together to determine the prerequisites necessary to create a demand that can make a difference from a sustainability perspective.
Factors like taste, price, and nutritional value will be critical, as well as how consumers perceive cultured meat. A pilot project will be conducted to explore cultured meat in an experimental environment while awaiting commercial approval from the EU. This process involves feeding animal cells with nutrients and energy to produce what we call meat, within a controlled cultivation environment.
This partnership highlights the commitment to innovation and sustainability in the food industry, addressing climate concerns and promoting healthier and more environmentally friendly options.