Magic Valley introduces premium pork made without harming any animals

Paul Bevan, Founder and Chief Executive Officer at Magic Valley
Paul Bevan, Founder and Chief Executive Officer at Magic Valley

Australian agrifood startup Magic Valley recently announced the launch of its cultivated pork product. The milestone comes off the back of launching its cultivated lamb product last year, with both meats completely free of slaughter or any inhumane treatment of animals in the production process, making them ethical and sustainable options for feeding the planet.

What is the market offering of the pork product?

Cultivated pork is made from skin cells humanely taken from a living pig, which are then cultivated into stem cells using a mixture of amino acids and other valuable nutrients used as food for cell growth. Using its signature breakthrough technology, Magic Valley uses no further than animal byproducts such as foetal bovine serum (FBS) in the entire production process.

The cells are able to grow infinitely, turning into both muscle and fat. The process means that the initial skin scraping is all that is required to continue making unlimited quantities of the desired meat and it is more stable and faster than all the competing technologies. Magic Valley’s technology is scalable across all different types of meats, not just pork and lamb.

The global cultivated meat market is steadily growing, and it is set and predicted to reach $630 billion by 2040, giving Australia an enormous opportunity to contribute to this eco-friendly and burgeoning industry that is aligned with the UN’s Sustainable Development Goals.

The UN Food and Agriculture Organisation has committed to creating a roadmap for aligning the global food system, set to be revealed at COP28 (the 28th session of the Conference of Parties) in 2023. Magic Valley’s mission-driven founder and CEO, Paul Bevan, is eager to see more positive global change and views this milestone as a key driver in cementing Australia’s footprint in the alternative protein industry to support the UN with its sustainability goals.

What are the Market Valley executive remarks?

“The global need for alternative proteins to meet the demands of the growing world population is imperative as we take the sustainability journey to achieving net-zero, steering clear of traditional ways of consuming meat for both ethical and environmental conservation reasons.”

“So, with both the need and desire for new forms of protein, and the global economic opportunity growing exponentially, our newest cultivated pork milestone puts Magic Valley in good stead to capture a sizable market share to feed future generations of the population.”

“Our cultivated pork products provide the exact same flavor experience for consumers that enjoy traditionally farmed pork. It is an ethical and sustainable solution and at a grand scale, our products will be much cheaper than all the traditional alternatives,” Paul Bevan added.

Next on the menu for Magic Valley is cultivated beef, with its sights set on regulation come the year, 2024. Continuing the use of its Australian-first technology, Magic Valley is eager to leverage its expertise in lamb and pork and get more forms of alternative protein on Australian tables, ethically and sustainably as it scales up the production of its unique technology.


Please enter your comment!
Please enter your name here

This site uses Akismet to reduce spam. Learn how your comment data is processed.