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Aleph Farms

ESCP consulting project · Aleph Farms · 2023

Building demand for cultivated meat through controlled B2B tastings rather than retail.

Context

Aleph Farms had regulatory approval in Israel and Singapore and was seeking it in the US, Switzerland and the UK, with AlephCuts planned for launch. The category faced bearish investment sentiment and a sceptical public. Broad consumer distribution was not viable in the short term.

Challenge

A cultivated meat company approaching launch needed a route to market in a category most consumers had never tried.

Approach

  1. 01Sized the addressable market and read consumer willingness to try cultivated meat by generation, where 46% of both Gen Z and Millennials rated themselves very or extremely likely.
  2. 02Selected a single target group, the Performer Milieu, early adopters aged 25 to 40 with above average income.
  3. 03Designed two controlled pilot programmes: tech company canteens and high-end restaurants, both pre-registration, both built for word of mouth.
  4. 04Mapped production and distribution partnerships and a phased licensing model for US ranchers.

Outcome

Argued against going direct to consumer and built a B2B pilot strategy: tech company canteens and high-end restaurants as controlled, credible first tastings, with a five year roadmap from Singapore to the US.

  • Target segment definition
  • Two pilot programme designs
  • Partnership architecture
  • Five year go to market roadmap
Go to marketFoodtechRoadmapping

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