Mosa Meat are a food technology company based in the Netherlands. Mosa Meat’s mission is to completely reshape the future of food: making it better for us, the planet, and for animals. How are they doing it? Simple, by creating the world’s kindest burger using cultivated beef.
We caught up with Maarten Bosch, CEO of Mosa Meat to get his perspective on the changing demands of consumers in the meat category, and how he sees the role of the supplier playing an integral role in the changes to come.
Discover how Mosa Meat understand patterns of consumption and the key factors that affect consumer decision and purchase behavior, when it comes down to meat consumption.
0:48 Bosch explains that the main factors affecting the purchase decision of possible consumers are:
– Animal welfare
– Positive impact on the environment
– Improved consumer health
This is especially true for younger generations of consumers.
1:26 He also explains that as time passes by and due to economies of scale, their product will become more affordable. According to him, he goes on, this is so, because production will be done on a lower price, having a positive impact on price levels for consumers. Climate change and helping towards a better climate is Mosa Meat’s main mission, as Bosch goes on explaining. This is so because animals produce greenhouse emissions. However what consumers want is meat and not necessarily negative externalities on the climate that are associated with meat production.
He goes on and explains that with Mosa Meta’s way of production, 97% of greenhouse emissions that would come from the meat production industry could be reduced.
They are not telling the consumer to replace or change their meat consumption pattern, as Mosa Meat is also meat, they’re improving the way meat is produced, having a positive impact on climate change.
This video is a part of an interview series with industry experts regarding their views on the five major forces for change defining the FMCG landscape.
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