Future Meat has changed its name to Believer Meats effective immediately, as it prepares for its product launch. Believer states its “groundbreaking process and technology have paved the way to bring cultivated meat one step closer to commercial viability, pending US regulatory approval”.
“While cultivated meat has its skeptics, we believe in demystifying the technology”
Last August, the company opened what it claimed to be the world’s first industrial cell-cultured meat facility in Israel. The following December, the founders revealed a $320 million funding round that brought the company’s total value to $600 million, with the funding partly going towards the building of a US facility, which is expected to break ground before 2023.
Cargill exec hire
In February of this year, Nicole Johnson-Hoffman, previously of Cargill, was hired as new CEO, “at this pivotal moment as we prepare to commence cultivated meat production in the US.”, and this August the company revealed what it claims to be the world’s first cultivated lamb meat.
Speaking on the development, Johnson-Hoffman comments: “People are biologically conditioned to crave meat, but the conventional ways meat gets made today make it difficult to feel good about eating it. Our company rebranding to Believer embodies the course we’ve charted to build a better future of meat production.
“Our evolution from a biotechnology startup to a consumer-driven food technology company is a milestone on the pathway to broad adoption of cultivated meats and, importantly, signals that we’re nearing commercial launch,” she adds.
“Confidence in our mission”
Says Prof. Yaakov Nahmias, President, Founder and Chief Science Officer of Believer: “Our name change speaks to our confidence in our mission to make it possible for all future generations to eat meat. Our team has created a revolutionary technology that blazed ahead of the field in terms of cost, safety and product experience.
“While cultivated meat has its skeptics, we believe in demystifying the technology and critically demonstrating that there is a better way to produce meat through open science and innovation. As the demand for meat continues to grow in coming decades, the current conventional meat industry won’t be able to meet the supply needed. That’s why we believe cultivated meat is needed to secure healthy, sustainable and affordable nutrition for coming generations.”
The new brand was developed in partnership with leading branding and design agency Red Antler. Michael Lenahan, Executive Vice President of Global Commercialization at Believer, states that the new name “is a testament to our wholehearted belief that there is a better way to produce meat that is delicious, nourishing and cost-effective.
“Our DNA is rooted in bioengineering, and we are supplementing the conventional and plant-based meat industries with the pragmatic precision of engineers to bring more options to the market. Believer is passionate and optimistic, just like the amazing people behind the brand.”
“We are confident our new identity will draw people in through a balance of innovation and taste appeal,” continues Johnson-Hoffman. “Believer is going back to the source for the future we crave.”
For more information, visit believermeats.com and follow Believer on Facebook, Twitter, Instagram, and LinkedIn.
