Vow, the Sydney start-up behind a cultured quail parfait brand called Forged, has finally got its green light.
Key Takeaways
- Sydney lab-grown meat start-up Vow is set to see its cultured quail products hit menus within weeks, after the Australian government approved the sale of cultured meat.
- This follows a years-long safety assessment by food regulator FSANZ.
- Vow, which launched in 2019, developed a cultured quail parfait under its food brand Forged, which has been offered overseas since last year. When Forbes Australia interviewed Vow in 2024, it was still waiting for FSANZ to approve the company’s application to sell its cultured quail.
Key background
Vow, which was founded by Sydneysiders George Peppou and Tim Noakesmith (who exited the business in late 2022), is a start-up that develops cell-based meat products, namely its cultured quail parfait which it sells under its Forged brand.
Peppou, who spoke with Forbes Australia back in 2024, said the company’s approach to product development mimics that of the electric vehicle industry: start at the high end and, as the cost structure allows, move down towards the mass market.
“We’ve set out to create products at different price points, starting with high end, which is Forged in Singapore,” Peppou said. At the time, its Forged parfait was offered in Singapore, but Peppou and Vow were waiting on the Australian food safety regulator, FSANZ, to approve their cultured meat for sale locally. Now, it has.
“Our assessment concluded that the product is safe for human consumption and presents no toxicological, nutritional or allergenic concerns,” FSANZ said in a statement. “The quail cell line was found to be genetically stable, and microbiological risks associated with its production can be effectively managed through established food safety controls.”
Vow expects its product to debut on the menus of dozens of venues across the country – including Kitchen by Mike in Sydney and hatted restaurant Bottarga in Melbourne – within weeks.
Big number
US$25 billion. That’s what McKinsey forecasts the cultured meat market to be worth by 2030. But researchers suggest the cultivated meat industry could eventually be worth anywhere between US$200 billion and US$800 billion.
Crucial quote
“We’ve worked closely with FSANZ over the past two years, and we’re proud to have earned their approval. It’s a rigorous process, and rightly so. This is an important milestone for cultured meat in Australia and around the globe – to have the stamp of approval from a trusted global regulator such as FSANZ – and we’re excited to bring safe, high-quality products to local diners through some of the country’s most talented chefs.” – Vow’s CEO and founder, George Peppou.
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