Bern/Rechovot – The Israeli company Aleph Farms, which cooperates with Migros, has submitted an application for approval to import cultured beef steaks to the Federal Food Safety and Veterinary Office. This is the first application of its kind in Europe.
Aleph Farms has submitted an application for approval to import its cultured beef steaks into Switzerland to the Federal Food Safety and Veterinary Office, according to a media release. This application results from the cooperation of the Israeli company with the food group Migros. It is the first request of its kind in Europe.
The collaboration between Migros and Aleph Farms began in 2019, when the retailer made its first investment in the Israeli company. Since then, the two have conducted extensive market research together in Switzerland. One of them reportedly found that 74 percent of Swiss consumers are open to trying cultured meat. They would be inspired primarily by curiosity and a desire to be guided by principles such as sustainability and animal welfare. The go-to-market strategy for Switzerland is reportedly initially focused on offering the steaks, called Aleph Cuts, through the country’s top restaurants.
In addition to sustainable livestock production, Aleph said cellular agriculture can help make the supply of animal proteins and fats to the Swiss population more robust and stable. In addition, he said, acceptance among Swiss consumers, who are known for their quality-conscious attitude toward food, could help cultured meat gain momentum worldwide.
“Together with Migros, we are establishing the cow cell as a third category of food made from cattle, alongside beef and milk,” Didier Toubia, CEO of Aleph Farms, is quoted as saying in the release. “We look forward to working closely with the Federal Food Safety and Veterinary Administration to provide access to high-quality nutrition and world-changing innovation.” ce/ww