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  • February 2022 (Revised April 2024)
  • Case
  • HBS Case Collection

Aleph Farms: A New Culture of Meat

By: Elie Ofek and Jeff Huizinga
  • Format:Print
  • | Language:English
  • | Pages:28
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Abstract

Aleph Farms, an Israeli food-tech start-up, was hoping to play a major role in disrupting the conventional meat sector. Compared to intensive agricultural practices, Aleph’s cultured (or lab-grown) meat solution held the promise of considerably reducing greenhouse gas emissions, as well as the use of land and water, while providing a new source of food for a rapidly growing world population. With much of the science already worked out, the company was now facing a host of challenges as it planned to launch its first product—a cultured steak. In particular, Aleph’s CEO, Didier Toubia, and his management team had to figure out the best way to position and bring to market its innovative steaks, with a debut expected in late 2022 in Singapore. Management fully recognized potential barriers to consumer adoption and strived to build a relevant brand image. On the production side, the company knew it had to scale quickly and continue to bring down costs so that its steaks approached price parity with conventional meat. Yet given the intensive capital expenditures involved, this was no simple feat. Planning for the longer term, the company was beginning to consider its next product line.

Keywords

Innovation; Disruptive Innovation; Adoption; Go To Market Strategy; Industry Evolution; Food Industry; Environmental And Social Sustainability; Marketing Of Innovations; Brand Building; Capital Expenditures-equipment; Disruption; Green Technology; Environmental Sustainability; Food; Market Entry and Exit; Brands and Branding; Consumer Behavior; Competitive Strategy; Growth and Development Strategy; Food and Beverage Industry

Citation

Ofek, Elie, and Jeff Huizinga. "Aleph Farms: A New Culture of Meat." Harvard Business School Case 522-071, February 2022. (Revised April 2024.)
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About The Author

Elie Ofek

Marketing
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Related Work

    • January 2023
    • Faculty Research

    Aleph Farms: A New Culture of Meat

    By: Elie Ofek
    • February 2022 (Revised April 2024)
    • Faculty Research

    Aleph Farms: A New Culture of Meat

    By: Elie Ofek and Jeff Huizinga
Related Work
  • Aleph Farms: A New Culture of Meat By: Elie Ofek
  • Aleph Farms: A New Culture of Meat By: Elie Ofek and Jeff Huizinga
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