In a regulatory milestone for alternative protein, Sydney-based food technology company Vow has become the first startup to receive approval to sell cultivated meat in Australia and New Zealand.
The development positions Australia among a small group of countries embracing lab-grown animal proteins, and paves the way for consumers to experience cultivated meat on restaurant menus in the coming weeks.
Following a multi-year safety assessment, the joint regulatory agency Food Standards Australia New Zealand (FSANZ) amended the Food Standards Code to permit the sale of Vow’s cultured Japanese quail. The change enables Vow to distribute its products to both the foodservice and retail sectors across the two countries. The approval comes after the agency’s board signaled preliminary support in March, followed by a final review from food ministers across both markets.
Vow, which produces its meat under the Forged brand, will first target high-end dining venues and premium fast-casual restaurants, with broader retail distribution anticipated later this year. “This isn’t about replacing the meats we know and love. It’s about trying something entirely new – something that can only exist because of how it’s made,” said Mike McEnearney, owner and executive chef of Kitchen by Mike, one of the initial venues to serve Forged products. “For chefs, that’s incredibly exciting. But for all of us, it’s a huge opportunity.”
The company’s cultivated quail—presented in refined formats such as parfait and foie gras—will be available in restaurants including Bottarga and The Lincoln in Melbourne, and Nel, The Waratah, and Kitchen by Mike in Sydney. McEnearney, who also serves as Forged’s first Australian brand ambassador, plans to showcase the product at the soon-to-open 1Hotel in Melbourne.
Vow CEO and co-founder George Peppou confirmed in April that the company would prioritize Australia for its market launch before expanding into retail partnerships later in the year. The startup’s regulatory success not only sets a precedent in the region but also signals broader momentum for cultivated meat, a sector that has faced complex hurdles related to food safety, labeling, and public acceptance.
The move underscores a growing appetite among policymakers, chefs, and consumers for protein innovation that addresses both environmental and ethical concerns tied to conventional meat production. As the cultivated meat industry continues to scale, Australia’s regulatory green light for Vow marks a historic first for the country—and a significant step for the sector globally.
Find out more at: https://www.eatvow.com/