We like to keep it real just like the meat we make.
Check out how we do it.
Our process starts with a visit to our local farm animal sanctuary where our donor animals are living their best life, in peace. Our registered state veterinarian removes tiny tissue cells from the animal with as little harm as possible. Once the cells are harvested, a sample is placed in a nutrient-rich transport medium and taken to our lab where we isolate the cells and grow them in a culture medium. This is a special type of food containing vitamins, salts and proteins that the cells need to develop and divide. Once we have enough cells, we place them on an edible structure and after adding a few additional spices and flavours, our meat is ready to be dished up and enjoyed.
Real Meat #MadeLekker!
Here’s what sets us apart from the current meat paradigm.
Biology Driving Progress
How do we retrieve biopsy from animals? We use harm-free methods that reduce stress levels by ensuring animals live out their lives in peace. This means a happier, healthier life in a spacious environment. Yes– feel good meat is a thing and we’ve coined it.
The braai is an important part of South African life so when it comes to meat we want the real thing, without compromise. That’s why we’ve made it our mission to bring you the traditional tastes and textures we love, without the harm. Cultivated meat – that’s how.
A Harm-Free Philosophy
We’re driven by a desire to help change food systems and we’re always guided by science. Since we’re setting the narrative in Africa, it’s important we’re transparent about how we do things. Here’s to setting the standard for responsible cellular agriculture practices and sustainably produced cultivated meat in Africa.
Meet the team
Co-Founder & Chief Executive Officer
Brett is an avid entrepreneur and is also the co-creator of Discourse ZA, and the co-founder of Credence Institute. He has worked in alternative protein and animal advocacy for more than a decade in South Africa and Germany. He is constantly interested in the way we eat and how we can use innovation to drive better food systems.
Ubrie has extensive experience gained in consumer-led organisations. She holds a degree in Human Resources and specialises in assisting purpose-led startups in creating and optimising business processes whilst having a keen interest in the overall wellbeing of employees. Conscious living and executing tasks with integrity is the foundation of everything she does both personally and professionally. She lives life embracing the famous saying by Max Depree: "We cannot become what we want by remaining what we are"
Head of Taste
Absie is a serial entrepreneur and expert customer liaison. She is the Co-Founder of Fresh Corporation who's group of companies provides next level events and catering services to top-tier companies. Absie has extensive experience in food service, restaurant ownership and guest logistics in Southern Africa.
Elanda has an MSc in steroid biochemistry at Stellenbosch University. Her work focussed on the effects of novel androgens (11-oxygenated androgens) in hormone-driven disease states in women. She has advanced experience in tissue culture with mammalian cell lines, and molecular techniques such as qPCR.
Dr. Kyle Naylor
Kyle has a PhD in Molecular and Cell Biology at the University of Cape Town. He has experience with yeast protein expression as well as mammalian cell culture techniques. Kyle is mission-driven and wants to use science to develop food security solutions.
Dr. Wade Edwards
Wade has over 20 years of experience in biotech. His expertise is in the technical components required to develop custom bioreactors that are efficient, scalable, and highly cost-effective. His specialisation is in driving entrepreneurial commercialization on ‘bench-to-market’ of Life Sciences ventures.
Co-founder & Chief Operating Officer
Tasneem is a qualified Chartered Accountant. She has extensive experience in strategy and performance improvements across a variety of industries. She has a love for flying aeroplanes, rock climbing and changing the world by changing our food systems here in Africa.