GOOD Meat begins the world’s first retail sales of cultivated chicken at Huber's Butchery in Singapore

GOOD Meat has announced that, for the first time ever, cultivated meat will be sold at retail for shoppers to purchase and bring home to cook and serve to their families. The company has partnered with Huber’s Butchery in Singapore to sell a new, lower cost formulation using just 3% cultivated chicken while maintaining the same delicious taste, texture and experience as conventional chicken. This new product, GOOD Meat 3, will be available in the freezer section of Huber’s Butchery for the remainder of 2024, and will be priced at SG$7.20 for a 120g package.

GOOD Meat 3 was developed to meet strong consumer demand for cultivated meat in Singapore, and to create opportunities for people to try it in the comfort of their own homes. Using a smaller percentage of cultivated chicken in combination with plant proteins, which have always been used in GOOD Meat’s cultivated chicken products, also helps reduce costs associated with the production of cultivated meat, one of the main challenges that exist to scaling this developing industry.

As consumer studies of cultivated meat have shown, tasting is believing – and that remains true for GOOD Meat 3. Sensory testing has yielded exceptional feedback on measures such as taste, texture, and appearance, a result of GOOD Meat’s patented production process as well as the simple recipe of plant proteins, cultivated chicken, and seasonings that flavor the chicken.

“This is a historic day, for our company, for the cultivated meat industry, and for Singaporeans who want to try GOOD Meat 3,” commented Josh Tetrick, Co-founder & CEO of Eat Just, the parent company of GOOD Meat. “Before today, cultivated meat had never been available in retail stores for regular people to buy, and now it is. This year, we will sell more servings of cultivated chicken than have been sold in any year prior. At the same time, we know there is much more work to be done to prove that cultivated meat can be made at large scale, and we remain focused on that objective.”

GOOD Meat 3 officially launched yesterday, 16 May, at Huber’s Butchery in Singapore, as part of their grand re-opening after an extensive renovation. Huber’s is well-known in Singapore and beyond as a premier producer and supplier of high-quality meat products, and has joined the country’s push for innovation in food as a way to increase food security by serving GOOD Meat in the Bistro throughout 2023.

“Having the latest version of GOOD Meat 3 cultivated chicken available for retail is another step in this journey to make cultivated meat available to a bigger audience,” added Andre Huber, Executive Director, Huber’s Pte Ltd. “People will have the opportunity to prepare the product the way they want and experience how it can fit in to their home cooked meals. We look forward to hearing feedback from our discerning customers so that we can work with GOOD Meat to continuously improve the product.”

The news comes on the heels of efforts in the USA, where GOOD Meat is based, to restrict or outright ban cultivated meat production and sales. Earlier this month, Florida Governor Ron DeSantis signed a bill into law criminalizing the sale of cultivated meat in that state, a move that threatens to curtail consumer freedom and hinder innovation. In contrast, countries like Singapore and South Korea, which recently established a 'regulation-free zone' to foster innovation for cultivated meat and biotech firms, have embraced novel food technologies that have the potential to help address problems like climate change, food security, and animal suffering. Since 2020, when Singapore granted GOOD Meat the world’s first regulatory approval for cultivated meat, GOOD Meat has been producing and selling its chicken in a campaign-style model, offering opportunities to try cultivated chicken in fine dining establishments, via food delivery apps, at beloved hawker stalls, and of course, in the Bistro at Huber’s Butchery.