Lab-grown and plant-powered products are now seen by many as the only way to deal with the fact that by 2050 the world's population will hit 10 billion, rendering the demand for meat higherthan the industry's ability to supply it. But how does a redblooded meat-opia like Aotearoa promote what's being labelled clean-meating?

It seared. It sizzled. It bubbled blood.

It didn't just look like meat; it tasted like meat.

To the Business Premier passengers travelling aboard an Air New Zealand Boeing-777 out of San Francisco last year, the Impossible Burger seemed an odd yet tempting entry to their in-flight

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THE RISE OF FAKE MEAT

THE 'PURE' STRATEGY

BY THE NUMBERS