Vow is on a mission to break the status quo of food by challenging the way we think about how we produce and consume food and highlighting how cultured meat is cruelty-free and can reduce environmental impacts.The woolly mammoth is a symbol of loss and what drastic impact climate change can have. Could this giant become a beacon of hope for the future of food? The mammoth meatball was created by starting from the DNA of the extinct woolly mammoth (over 20 billion cells were used to create the meatball!).We sparked hope by making the seemingly impossible happen. And turned what is no longer here, into an icon of today: a meatball. A popular dish for people all over the world.
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The world’s first meatball made from mammoth DNA has been revealed at the Nemo Science Museum in the Netherlands - a scientific experiment and creative collaboration between Wunderman Thompson Benelux, Australian cultured meat start-up Vow, Wefilm and a group of international experts to demonstrate the potential of cultured meat to revolutionise the food industry. The Mammoth Meatball concept is more than a cutting-edge innovation - it’s a striking statement which aims to challenge the public and the meat industry to think differently about how we produce and consume food, highlighting cultured meat as a viable alternative to traditional animal agriculture. The idea was initiated by creative disruptor Bas Korsten, Chief Creative Officer at global creative agency Wunderman Thompson, best known for The Next Rembrandt, a 3D-printed painting that was the result of AI learning from the complete works of Rembrandt. Using new and innovative technology, the mammoth meatball was created from the DNA of the extinct woolly mammoth and completed with fragments of African elephant DNA (a close relative to the mammoth). Cultured meat is genuine animal meat, grown from the cells of animals - instead of the animals themselves - using innovative molecular technology. Cultured meat can be designed to be preferable in both taste and nutritional value, and has the potential to significantly reduce the environmental impacts normally associated with traditional meat production. The Mammoth Meatball is a unique experiment - but one that also has a very serious ambition which is to start a conversation around the future of food for a rapidly growing population - and to introduce the idea of cultured meat to a wider audience. Amsterdam-based creative film agency Wefilm joined Wunderman Thompson as creative partner in the project, and produced a short documentary in which the cutting-edge process is documented. Juliette Stevens directed the documentary on Wefilm’s behalf. As Australia's first cultured meat company, Vow is committed to creating food that is not only more sustainable but also more delicious and nutritious. Unlike most other cultivated meat startups, Vow is using this technology to create new products that go beyond replicating existing pieces of meat. By working with a team of scientists, chefs, and creators, Vow is exploring new flavours, textures, and nutritional benefits that have never been seen before. In November 2022, the Sydney-based company announced a $49.2M Series A funding to continue its mission, bringing forth the next generation of food products fit for a rising population. This significant new funding marks the world record for a Series A raise in the cultured meat industry. Having launched less than four years ago, Vow is already leading the way with their world changing innovation, and they’re just getting started. The company will be launching their first brand, Forged by Vow, in Singapore later this year, creating dining experiences unlike anything we’ve seen before.