Juicy Marbles, a vegan food company, has announced that they will soon introduce plant-based pork ribs with a unique twist – edible vegan bones. The idea initially started with the intention of making compostable bones, but the realization that they could also be eaten led to the development of this innovative product. The ribs will be available in the UK, EU, and US from the end of August. The pricing is yet to be determined, and customer feedback from the initial batches will be collected to make adjustments to the recipe, name, and packaging before the full launch. Although the cost of these ribs will be higher than regular ribs, which are generally inexpensive, the aim is to provide a high-quality and sustainable alternative.
The plant-based meat industry is constantly striving to innovate. However, some major companies in this sector have experienced a decline in sales as the cost of living crisis drives consumers towards cheaper conventional meat options. Reducing traditional meat consumption in affluent countries, where meat consumption exceeds healthy levels, is crucial for addressing the climate crisis. Livestock farming is a significant contributor to greenhouse gas emissions, particularly through cattle production, which accounts for 15% of global emissions. In contrast, plant-based alternatives have significantly lower emissions. By reducing meat and dairy consumption, individuals can also contribute to minimizing pollution, land and water use, making it the most impactful way for people to reduce their environmental footprint.
According to Vladimir Mićković, the co-founder of Juicy Marbles, the concept of plant-based bones may provoke certain ideological reactions, but it is meant to be taken lightly. The aim is to create a fun experience that encourages sharing and enjoying food together. Mićković emphasizes that bones invite people to eat with their hands and engage in communal dining. To cater to those who have reduced their meat consumption, Juicy Marbles specifically chose to develop plant-based ribs as their next product. In 2022, they began selling a marbled plant-based steak and a tenderloin.
These soya-based ribs have the same protein content as beef jerky and can be baked or fried to create a crispy snack after the plant-based meat has been consumed. Mićković hopes to infuse the bones with flavor, enabling them to be cooked in broth as well. The critical factor is to gauge consumer reactions and gather feedback. The first batch of these innovative ribs will be available for sale in late August, with the intention of receiving as much feedback as possible. This feedback will be utilized to improve the product further before it becomes widely available in early 2024.
While some companies in the plant-based meat industry have faced challenges, such as a decline in sales and financial difficulties, Mićković believes that the performance of a single company or a few companies does not determine the viability of the entire category. Business is complex, and companies, including those in the meat and dairy industries, face challenges and closures. However, Juicy Marbles is experiencing increasing sales as a new company, notwithstanding the difficulties faced by some others.
The plant-based meat market continues to expand, with companies like Aleph Farms from Israel gaining approval for their cultivated steak from the UK’s food regulator. Aleph Farms grows real meat cells in vats to produce their product. This milestone marks the first application of its kind in Europe. Furthermore, Mewery, a Czech company, unveiled a burger made from cultivated pork in June. These advancements in meat alternatives reflect the growing demand for sustainable and ethical food options.
Animal farming for meat and dairy utilizes a large portion of global farmland (83%) and is responsible for 60% of agriculture-related greenhouse gas emissions. Despite this, it only provides 18% of calories and 37% of protein. A report from the Boston Consulting Group in 2022 highlighted plant-based meat as the most effective climate investment.
In conclusion, Juicy Marbles’ introduction of plant-based pork ribs with edible vegan bones represents an innovative and sustainable approach to meat alternatives. This product aims to provide an enjoyable dining experience, foster inclusivity, and tackle the environmental challenges associated with traditional meat consumption.
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