I just came across this visual from New Harvest embedded in a post from December 2023. It looks very fitting, and we are currently at the bottom of the hype cycle. Hey—the slope of enlightenment is coming! However...
during the past four years, I have covered the space in-depth throughout various podcast seasons:
2020 - Season 1 on cellular agriculture
2021 - Season 3 on the consumer acceptance of alternative proteins
2022 - Season 5 on food history for the future of food (primarily focused on alt proteins)
2023 - Season 6 on biotech in food
At some point, I was pretty "saturated" with alt protein content, so much so that I coined the term APFS - Alt Protein Fatigue syndrome.
What has been my remedy? It helps me to remember that what we talk about casually at industry conferences is nuts.
"Growing meat from cells"
"Making casein from genetically engineered microbes."
We talk about it like daily business, but it's not.
It's a moonshot.
This is a huge undertaking, as vast in its implications as the invention of nitrogen fertilizer (which also took about five times as long as expected initially).
The economic downturn has hit many companies left and right.
The slower-than-expected progress in R&D has discouraged some people.
But amidst all this, I would love for us all to remember...
that cellular agriculture is NOT a SaaS solution.
Or a quick arbitrage business.
It's a moonshot.
It truly is.
Think back to the first phones launched - everything but 'smart.'
Its resemblance was closer to a brick than a nifty tech invention.
And look at these squares of wonder now - including the ability to swipe with the touch of a finger, various sensors, and high-quality video cameras.
Moonshots take time, and that's okay.
What should be awe-inspiring can quickly be taken for granted.
And it helps to wipe our eyes occasionally and look at it anew.
What do you think about the Gartner Hype Cycle and where cellular agriculture is heading?
🍎 🍏
-M
#cellularagriculture #cultivatedmeat #cellbased