West first dove into market insight interviews. A key first step, these interviews were critical to helping our team absorb large amounts of disparate pieces of information and formulate a perspective and narrative that shapes each company’s future. 

We quickly uncovered that, in discussing the benefits of alternative meat, environmental sustainability is often foregrounded. However, there is a larger issue that renders this benefit mute: both the population and the population’s demand for meat is growing. Our protein requirements as a civilization cannot be met using only traditional techniques without catastrophic impact on the environment. Cultured meat alone won’t save the planet, but it introduces optionality into a system desperately in need.

With these insights, we formed a new narrative for the company, changed its name from Meatech 3D to Steakholder Foods, and honed the idea of Steakholder Capitalism – a nod to Steakholder being the first and only publicly-traded cultivated meat company. 

With a new name and positioning, Steakholder Foods was ready to announce itself stateside. 

West created a launch event in San Francisco to put Steakholder in front of key industry voices in the alternative meat space and the investment community. The event featured a live printing demonstration of Steakholder’s technology and a panel discussion on the future of food with Steakholder Foods’ CEO, the Global Head of AgTech Investment Banking at Citi, and the founder of Aidell’s Sausage. 

Additionally, West produced a series of videos – shot in Tel Aviv – and inspired by Chef’s Table for Steakholder to use as they continue to grow the movement of Steakholder Capitalism.