© 2019 by multus media

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Imperial College Advanced Hackspace (ICAH)

Stadium House 

68 Wood Lane 


W12 7TA​​

The Issue with Meat

Nice introduction from Kurzgesagt, "Why Meat is the Best Worst Thing in the World"

It is clear that using livestock to produce meat is highly unsustainable (Fig 1). Animal agriculture is one of the biggest contributors to climate change (Nearly 15% of greenhouse gases are contributed by livestock alone in 2016) and has an enormous resource uptake. The alternative that has emerged over the past decade is clean meat (A.K.A. lab-grown meat).​

Fig 1. Livestock is clearly an unsustainable method of producing meat. [1] [2] [3] [4]

However, we still do not see clean meat in our supermarkets. Why is this?

In order to grow clean meat, several growth factors are required. These growth factors are traditionally contained in a growth medium called fetal bovine serum (FBS), which is harvested from pregnant cows. This has obvious ethical and financial costs. There are alternatives which contain artificial growth factors in its media, but these are just as financially expensive as FBS (Fig 2).

Fig 2. Using either of the current growth media creates a high cost that acts as a barrier to market entry. [5] [6]

The traditional growth media make up 55-95% of the $1500 costs (Fig 2), which is clearly too expensive for mass production. That's way, we started multus media with a vision to break this price bottleneck so that the clean meat revolution can be accelerated.

Our culture medium uses genetically modified yeast that produces our growth factors for us to form a completely animal-free & cost-efficient growth medium. This will decrease costs extensively for clean meat companies, significantly helping them to penetrate markets with sustainable, eco-friendly clean meat.

[1] (2016), Livestock Primary, electronic dataset, Food and Agriculture Organization of the United Nations, Available from: <‘faostat/en/#data/QL> [Accessed: 30 Sep 2018]

[2] Ventola CL. The antibiotic resistance crisis: part 1: causes and threats. P T. 2015 Apr;40(4):277-83. PubMed PMID: 25859123; PubMed Central PMCID: PMC4378521. Available at:

[3 ] Hoekstra, A. and Mekonnen, M. (2012). The water footprint of humanity. Proceedings of the National Academy of Sciences, [online] 109(9), pp.3232-3237. Available at: [Accessed 18 May 2019].

[4] Poore, J. and Nemecek, T. (2018). Reducing food’s environmental impacts through producers and consumers. Science, [online] 360(6392), pp.987992. Available at:

[5] (2019). An analysis of culture medium costs and production volumes for cell-based meat. [online] Available at: [Accessed 18 May 2019].

[6] Taulli, T. (2019) Beyond Meat: The Keys To Disrupting An Enormous Market. Forbes. Available from: <> [Accessed: 23 May 2019]