{"id":300925,"date":"2025-06-18T21:18:03","date_gmt":"2025-06-18T21:18:03","guid":{"rendered":"https:\/\/peraltafinancing.com\/activist\/australias-first-lab-grown-meat-will-be-on-menus-within-weeks-australian-food-and-drink\/"},"modified":"2025-06-18T21:18:03","modified_gmt":"2025-06-18T21:18:03","slug":"australias-first-lab-grown-meat-will-be-on-menus-within-weeks-australian-food-and-drink","status":"publish","type":"post","link":"https:\/\/fivemor.com\/?p=300925","title":{"rendered":"Australia\u2019s first lab-grown meat will be on menus within weeks | Australian food and drink"},"content":{"rendered":"<p> <br \/>\n<\/p>\n<div>\n<p class=\"dcr-16w5gq9\">For over a decade, lab-grown meat has been hailed as the food of tomorrow \u2013 a plate changing technological innovation that is right around the corner. Now, in Australia, tomorrow has finally come.<\/p>\n<p class=\"dcr-16w5gq9\">After a two-year-long approval process, <a href=\"https:\/\/www.theguardian.com\/environment\/food\" data-link-name=\"in body link\" data-component=\"auto-linked-tag\">Food<\/a> Standards Australia New Zealand has given Australian food technology startup Vow foods the green light to sell three products made from cultured quail cells.<\/p>\n<p class=\"dcr-16w5gq9\">Vow\u2019s \u201cforged\u201d whipped pate, foie gras and an edible tallow candle, all made from cultured Japanese quail cells, will soon be on the menu at high-end Australian restaurants including Bottarga in Melbourne and Nel in Sydney. The products have been available in Singapore for over a year, with Vow stating demand has grown by 200% a month.<\/p>\n<figure id=\"2126770e-6705-4033-855a-70164d48d3fc\" data-spacefinder-role=\"showcase\" data-spacefinder-type=\"model.dotcomrendering.pageElements.ImageBlockElement\" class=\"dcr-5h0uf4\"><figcaption data-spacefinder-role=\"inline\" class=\"dcr-16a696t\"><span class=\"dcr-1inf02i\"><svg width=\"18\" height=\"13\" viewbox=\"0 0 18 13\"><path d=\"M18 3.5v8l-1.5 1.5h-15l-1.5-1.5v-8l1.5-1.5h3.5l2-2h4l2 2h3.5l1.5 1.5zm-9 7.5c1.9 0 3.5-1.6 3.5-3.5s-1.6-3.5-3.5-3.5-3.5 1.6-3.5 3.5 1.6 3.5 3.5 3.5z\"\/><\/svg><\/span><span class=\"dcr-1qvd3m6\">George Peppou, CEO and founder of Vow.<\/span> Photograph: The Guardian<\/figcaption><\/figure>\n<p class=\"dcr-16w5gq9\">Cultivating animal cells is an error-prone process. Vow is one of only three companies worldwide approved to sell lab-grown meat for human consumption. US-based start up <a href=\"https:\/\/www.theguardian.com\/food\/2021\/jun\/16\/eat-just-no-kill-meat-chicken-josh-tetrick\" data-link-name=\"in body link\">Eat Just<\/a> has sold lab-grown chicken on and off in Singapore since 2023 under the name Good Meat; while another US company, Upside Foods, has regulatory approval to sell cultured chicken cell products in the US, but does not currently have any in the market.<\/p>\n<p class=\"dcr-16w5gq9\">The CEO of Vow, George Peppou, is taking a very different approach from these competitors. Rather than asking customers to pay $71 a kg for frozen shredded \u201cchicken\u201d, he says the company is embracing the high cost of cultivating cells by creating products to match the price.<\/p>\n<figure id=\"4e231c0e-76ac-4a7c-8ca9-b8abd7af2ed1\" data-spacefinder-role=\"richLink\" data-spacefinder-type=\"model.dotcomrendering.pageElements.RichLinkBlockElement\" class=\"dcr-1your1i\"><gu-island name=\"RichLinkComponent\" priority=\"feature\" deferuntil=\"idle\" props=\"{&quot;richLinkIndex&quot;:6,&quot;element&quot;:{&quot;_type&quot;:&quot;model.dotcomrendering.pageElements.RichLinkBlockElement&quot;,&quot;prefix&quot;:&quot;Related: &quot;,&quot;text&quot;:&quot;World\u2019s 50 Best Restaurants awards: Sydney\u2019s Saint Peter named in the longlist for a second year&quot;,&quot;elementId&quot;:&quot;4e231c0e-76ac-4a7c-8ca9-b8abd7af2ed1&quot;,&quot;role&quot;:&quot;richLink&quot;,&quot;url&quot;:&quot;https:\/\/www.theguardian.com\/food\/2025\/jun\/06\/saint-peter-sydney-worlds-50-best-restaurants-awards-longlist&quot;},&quot;ajaxUrl&quot;:&quot;https:\/\/api.nextgen.guardianapps.co.uk&quot;,&quot;format&quot;:{&quot;design&quot;:10,&quot;display&quot;:0,&quot;theme&quot;:4}}\"\/><\/figure>\n<p class=\"dcr-16w5gq9\">\u201cWe selected going with these very high end products, very high end positioning \u2026 as a way of trying to shape and influence food culture as much as possible,\u201d he says. While foie gras prices fluctuate significantly, at the time of writing Vow\u2019s Forged foie was cheaper than the real deal.<\/p>\n<p class=\"dcr-16w5gq9\">A few weeks before Vow\u2019s offerings gain approval, I visit the company\u2019s Sydney factory to taste them. Unlike other Guardian Australia reporters, who have had to sign liability waivers before eating lab-grown foods, this sample session came with no paperwork.<\/p>\n<figure id=\"d0115798-1a1d-46a7-bcd5-0a12ca7daddf\" data-spacefinder-role=\"inline\" data-spacefinder-type=\"model.dotcomrendering.pageElements.ImageBlockElement\" class=\"dcr-173mewl\"><figcaption data-spacefinder-role=\"inline\" class=\"dcr-1tx6u99\"><span class=\"dcr-1inf02i\"><svg width=\"18\" height=\"13\" viewbox=\"0 0 18 13\"><path d=\"M18 3.5v8l-1.5 1.5h-15l-1.5-1.5v-8l1.5-1.5h3.5l2-2h4l2 2h3.5l1.5 1.5zm-9 7.5c1.9 0 3.5-1.6 3.5-3.5s-1.6-3.5-3.5-3.5-3.5 1.6-3.5 3.5 1.6 3.5 3.5 3.5z\"\/><\/svg><\/span><span class=\"dcr-1qvd3m6\">Synthetic parfait on potato chips with chopped chives and lemon myrtle oil.<\/span> Photograph: Jessica Hromas\/The Guardian<\/figcaption><\/figure>\n<p class=\"dcr-16w5gq9\">First, Vow\u2019s product development manager Kevin Condon pipes portions of their synthetic parfait on to potato chips, which he tops with chopped chives and lemon myrtle oil.<\/p>\n<p class=\"dcr-16w5gq9\">Velvety, savoury and very rich, it tastes close enough to chicken liver parfait that I could easily be fooled. Made with 60% cultured cells, the rest is a mixture of cognac, garlic, olive oil, thyme and butter, emulsified to give it a silky texture. Condon says they wanted the flavour to be \u201cvery familiar\u201d, while the texture is preternaturally fluffy. \u201cLivers have that inherent grittiness and graininess,\u201d Condon says, so making a parfait this mousse-like the conventional way would be impossible, \u201cno matter how many times you sieve it\u201d.<\/p>\n<p class=\"dcr-16w5gq9\">The foie is far less convincing. Served seared with scallop, berries and micro-greens, it is intensely savoury with a browned, meaty crust. Inside the texture is almost bouncy, like spam, without the unctuous, mouth-coating effect of foie gras. It has none of the metallic, organ funk either. When I tell the Vow team I haven\u2019t tasted anything like it, they break into smiles. Making something new, rather than an alternative, is sort of the point.<\/p>\n<p class=\"dcr-16w5gq9\">Peppou says that talking with chefs taught them foie gras\u2019 heavy, offal flavour is something \u201ca lot of people find really unpleasant\u201d.<\/p>\n<figure id=\"c6462563-b7d5-48c4-bd95-dfb23f731aa1\" data-spacefinder-role=\"showcase\" data-spacefinder-type=\"model.dotcomrendering.pageElements.ImageBlockElement\" class=\"dcr-5h0uf4\"><figcaption data-spacefinder-role=\"inline\" class=\"dcr-16a696t\"><span class=\"dcr-1inf02i\"><svg width=\"18\" height=\"13\" viewbox=\"0 0 18 13\"><path d=\"M18 3.5v8l-1.5 1.5h-15l-1.5-1.5v-8l1.5-1.5h3.5l2-2h4l2 2h3.5l1.5 1.5zm-9 7.5c1.9 0 3.5-1.6 3.5-3.5s-1.6-3.5-3.5-3.5-3.5 1.6-3.5 3.5 1.6 3.5 3.5 3.5z\"\/><\/svg><\/span><span class=\"dcr-1qvd3m6\">Served seared with scallop, berries and micro-greens, the foie gras is intensely savoury with a browned, meaty crust.<\/span> Photograph: Jessica Hromas\/The Guardian<\/figcaption><\/figure>\n<p class=\"dcr-16w5gq9\">\u201cAnd so instead we\u2019ve toned it down\u201d.<\/p>\n<p class=\"dcr-16w5gq9\">The tallow candle, which melts down so bread can be dipped into it, tastes remarkably like a candle. It turns out the flavour is all in the wick.<\/p>\n<p class=\"dcr-16w5gq9\">The reason for cultivating quail cells, then turning them into products with fairly homogenous textures, isn\u2019t all about perceived luxuriousness. Over the years, Vow has cultivated cells from about 50 species \u2013 including a giant <a href=\"https:\/\/www.theguardian.com\/environment\/2023\/mar\/28\/meatball-mammoth-created-cultivated-meat-firm\" data-link-name=\"in body link\">meatball made of woolly mammoth<\/a> \u2013 and have found that \u201csmaller is easier,\u201d Peppou says. Japanese quail was one of the first cells they found to \u201cgrow really well\u201d.<\/p>\n<p class=\"dcr-16w5gq9\">As for the texture, Vow isn\u2019t growing whole quail breasts in petri-dishes. Cells are nourished in a vat, then harvested using a centrifuge. The end result is a homogenous, pale pink goo that is \u201cnot much to look at,\u201d Peppou says. To get cells from this state into viable foodstuff requires manufacturing processes that are less scientifically advanced, but no-less technically challenging, than growing them in the first place.<\/p>\n<figure id=\"a26be46c-9c51-4438-a656-14e4fa73b821\" data-spacefinder-role=\"inline\" data-spacefinder-type=\"model.dotcomrendering.pageElements.ImageBlockElement\" class=\"dcr-173mewl\"><figcaption data-spacefinder-role=\"inline\" class=\"dcr-1tx6u99\"><span class=\"dcr-1inf02i\"><svg width=\"18\" height=\"13\" viewbox=\"0 0 18 13\"><path d=\"M18 3.5v8l-1.5 1.5h-15l-1.5-1.5v-8l1.5-1.5h3.5l2-2h4l2 2h3.5l1.5 1.5zm-9 7.5c1.9 0 3.5-1.6 3.5-3.5s-1.6-3.5-3.5-3.5-3.5 1.6-3.5 3.5 1.6 3.5 3.5 3.5z\"\/><\/svg><\/span><span class=\"dcr-1qvd3m6\">The end result is a homogenous, pale pink goo that is \u201cnot much to look at,\u201d Peppou says.<\/span> Photograph: Jessica Hromas\/The Guardian<\/figcaption><\/figure>\n<p class=\"dcr-16w5gq9\">\u201cWe knew we could get really consistent high quality with homogenous textures much faster than we can with the more complex texture,\u201d Peppou says.<\/p>\n<p class=\"dcr-16w5gq9\">Vow\u2019s cavernous 2,071 square metre factory is home to the world\u2019s largest food-grade bioreactor, nicknamed Andromeda.<\/p>\n<p class=\"dcr-16w5gq9\">Andromeda resembles a whiskey still designed by MC Escher. It is seven metres tall, with dozens of pipes running in and out of it. \u201cIf you talk to people that have come from biopharmaceutical cell culture, they will tell you it\u2019s very complex, it\u2019s very difficult,\u201d Peppou says. In reality, he finds it is \u201cincrementally more complex than beer brewing\u201d.<\/p>\n<p class=\"dcr-16w5gq9\">Several Vow factory employees are former brewers, though they\u2019ve also hired biomedical and aeronautical engineers, and Vow\u2019s CTO is a former SpaceX employee. This disparate group has managed to build what Peppou says is \u201cby orders of magnitude the cheapest factory for cell culture in the world\u201d.<\/p>\n<figure data-spacefinder-role=\"inline\" data-spacefinder-type=\"model.dotcomrendering.pageElements.NewsletterSignupBlockElement\" class=\"dcr-173mewl\"><a data-ignore=\"global-link-styling\" href=\"#EmailSignup-skip-link-24\" class=\"dcr-jzxpee\">skip past newsletter promotion<\/a><\/p>\n<aside aria-label=\"newsletter promotion\" class=\"dcr-av5vqf\">\n<div class=\"dcr-10et71f\">\n<p class=\"dcr-1sbse14\">Sign up to <span>Saved for Later<\/span><\/p>\n<\/div>\n<p class=\"dcr-1xjndtj\">Catch up on the fun stuff with Guardian Australia&#8217;s culture and lifestyle rundown of pop culture, trends and tips<\/p>\n<p><gu-island name=\"SecureSignup\" priority=\"feature\" deferuntil=\"visible\" props=\"{&quot;newsletterId&quot;:&quot;saved-for-later&quot;,&quot;successDescription&quot;:&quot;Catch up on the fun stuff with Guardian Australia's culture and lifestyle rundown of pop culture, trends and tips&quot;}\"\/><span class=\"dcr-1eusqlu\"><strong>Privacy Notice: <\/strong>Newsletters may contain info about charities, online ads, and content funded by outside parties. For more information see our<!-- --> <a data-ignore=\"global-link-styling\" href=\"https:\/\/www.theguardian.com\/help\/privacy-policy\" rel=\"noreferrer\" class=\"dcr-1rjy2q9\">Privacy Policy<\/a>. We use Google reCaptcha to protect our website and the Google<!-- --> <a data-ignore=\"global-link-styling\" href=\"https:\/\/policies.google.com\/privacy\" rel=\"noreferrer\" class=\"dcr-1rjy2q9\">Privacy Policy<\/a> and<!-- --> <a data-ignore=\"global-link-styling\" href=\"https:\/\/policies.google.com\/terms\" rel=\"noreferrer\" class=\"dcr-1rjy2q9\">Terms of Service<\/a> <!-- -->apply.<\/span><\/aside>\n<p id=\"EmailSignup-skip-link-24\" tabindex=\"0\" aria-label=\"after newsletter promotion\" role=\"note\" class=\"dcr-jzxpee\">after newsletter promotion<\/p>\n<\/figure>\n<p class=\"dcr-16w5gq9\">Many of Australia\u2019s other lab-grown startups, like <a href=\"https:\/\/www.theguardian.com\/food\/2023\/oct\/19\/tastilux-animal-free-fat-unveiled-sxsw-sydney-realistic-meat-alternative\" data-link-name=\"in body link\">chicken fat alternatives <\/a>and <a href=\"https:\/\/www.theguardian.com\/food\/2022\/sep\/18\/leading-the-whey-the-synthetic-milk-startups-shaking-up-the-dairy-industry\" data-link-name=\"in body link\">synthetic milks<\/a>, rely on genetically modified microbes for fermentation, rather than cultivating whole cells.<\/p>\n<p class=\"dcr-16w5gq9\">Peppou says he has fielded an inquiry to \u201cessentially license our engineering to apply it to microbial fermentation\u201d \u2013 a process that is much less complex \u2013 \u201cbecause we are cheaper than fermentation\u201d.<\/p>\n<p class=\"dcr-16w5gq9\">While both cultured cells and fermentation involve a bioreactor; CSIRO scientist Crispin Howitt, who works on precision fermentation, says that the latter involves modifying microbial DNA in order to produce specific forms of protein or fat.<\/p>\n<figure id=\"2078cbcd-67fa-40d5-b4a1-33d1a39849f4\" data-spacefinder-role=\"inline\" data-spacefinder-type=\"model.dotcomrendering.pageElements.ImageBlockElement\" class=\"dcr-173mewl\"><figcaption data-spacefinder-role=\"inline\" class=\"dcr-1tx6u99\"><span class=\"dcr-1inf02i\"><svg width=\"18\" height=\"13\" viewbox=\"0 0 18 13\"><path d=\"M18 3.5v8l-1.5 1.5h-15l-1.5-1.5v-8l1.5-1.5h3.5l2-2h4l2 2h3.5l1.5 1.5zm-9 7.5c1.9 0 3.5-1.6 3.5-3.5s-1.6-3.5-3.5-3.5-3.5 1.6-3.5 3.5 1.6 3.5 3.5 3.5z\"\/><\/svg><\/span><span class=\"dcr-1qvd3m6\">Vow\u2019s food-grade bioreactor is nicknamed Andromeda.<\/span> Photograph: Jessica Hromas\/The Guardian<\/figcaption><\/figure>\n<p class=\"dcr-16w5gq9\">At the CSIRO, \u201cwe\u2019re taking strains of yeast that we know how to grow well, and we know that we can transform \u2026 to produce essentially in most cases a single protein, and then you purify that one protein\u201d.<\/p>\n<p class=\"dcr-16w5gq9\">In other countries, there are already synthetic dairy and egg products on the market, but none of Australia\u2019s startups are yet to get to that point. The reason, Howitt says, comes down to financing. \u201cIf you think about the pharmaceutical industry, they\u2019ve already built facilities at scale that do precision fermentation. But when you\u2019ve got a high-value product, it\u2019s easier to build a business case around investing potentially hundreds of millions of dollars upfront, before you even start producing the product. When you\u2019re talking about the food industry which has lower margins, it\u2019s just a harder business case.\u201d<\/p>\n<figure id=\"22e4b533-8d95-44c7-9707-1db348e77a76\" data-spacefinder-role=\"richLink\" data-spacefinder-type=\"model.dotcomrendering.pageElements.RichLinkBlockElement\" class=\"dcr-1your1i\"><gu-island name=\"RichLinkComponent\" priority=\"feature\" deferuntil=\"idle\" props=\"{&quot;richLinkIndex&quot;:31,&quot;element&quot;:{&quot;_type&quot;:&quot;model.dotcomrendering.pageElements.RichLinkBlockElement&quot;,&quot;prefix&quot;:&quot;Related: &quot;,&quot;text&quot;:&quot;\u2018My one special treat\u2019: Guardian Australia readers react to rising costs of cafe coffee&quot;,&quot;elementId&quot;:&quot;22e4b533-8d95-44c7-9707-1db348e77a76&quot;,&quot;role&quot;:&quot;richLink&quot;,&quot;url&quot;:&quot;https:\/\/www.theguardian.com\/food\/2025\/jun\/13\/my-one-special-treat-guardian-australia-readers-react-to-rising-costs-of-cafe-coffee&quot;},&quot;ajaxUrl&quot;:&quot;https:\/\/api.nextgen.guardianapps.co.uk&quot;,&quot;format&quot;:{&quot;design&quot;:10,&quot;display&quot;:0,&quot;theme&quot;:4}}\"\/><\/figure>\n<p class=\"dcr-16w5gq9\">Vow\u2019s ability to get to market has been helped by \u201csome big backers like Blackbird and Square Peg Venture and some international investors,\u201d Peppou says. To date, the company has raised around $80m.<\/p>\n<p class=\"dcr-16w5gq9\">\u201cWe are very capital efficient \u2026 And so we\u2019ve been able to turn a relatively small amount of capital into a lot of commercial progress.\u201d<\/p>\n<p class=\"dcr-16w5gq9\">Capital efficiency has come at other costs \u2013 in January of this year, Vow laid off 20% of its workforce. At the time, Peppou told the AFR the layoffs came from a need to \u201cfocus our entire efforts on activities that put our products into more markets and on to more consumers\u2019 plates\u201d.<\/p>\n<p class=\"dcr-16w5gq9\">Vow has completed a single harvest of 538 kilograms \u2013 a world record for cultured meat, and say they have the capacity to harvest up to three times that amount a week. This number may sound large, but compared to the 388,000 tonnes of chicken meat Australia produced in March this year, it is minuscule.<\/p>\n<p class=\"dcr-16w5gq9\">Peppou and Howitt both say that to move from a tiny, high-end niche to mass consumption, lab-grown animal products will need not only to scale, but to become cheaper, more delicious and ideally healthier than the food people already eat.<\/p>\n<figure id=\"c2bb4085-d85e-4cdb-9bbb-529cd87625dd\" data-spacefinder-role=\"inline\" data-spacefinder-type=\"model.dotcomrendering.pageElements.ImageBlockElement\" class=\"dcr-173mewl\"><figcaption data-spacefinder-role=\"inline\" class=\"dcr-1tx6u99\"><span class=\"dcr-1inf02i\"><svg width=\"18\" height=\"13\" viewbox=\"0 0 18 13\"><path d=\"M18 3.5v8l-1.5 1.5h-15l-1.5-1.5v-8l1.5-1.5h3.5l2-2h4l2 2h3.5l1.5 1.5zm-9 7.5c1.9 0 3.5-1.6 3.5-3.5s-1.6-3.5-3.5-3.5-3.5 1.6-3.5 3.5 1.6 3.5 3.5 3.5z\"\/><\/svg><\/span><span class=\"dcr-1qvd3m6\">Alyx Gorman samples lab-grown delicacies made by Vow Foods.<\/span> Photograph: Jessica Hromas\/The Guardian<\/figcaption><\/figure>\n<p class=\"dcr-16w5gq9\">The industry has learned a lot from the hype and subsequent commercial disappointment of other novel food products. \u201cIt\u2019s no secret that the plant-based burgers have not gone as well as people anticipated originally,\u201d Howitt says. \u201cIt\u2019s because they\u2019re jumping into a very established market with very defined [consumer] expectations.\u201d<\/p>\n<p class=\"dcr-16w5gq9\">Peppou is more blunt: \u201cHey, do you want a worse burger at a higher price so the planet benefits? \u2026 Not really. If I want to eat a beef burger, I\u2019ll eat a beef burger, which tastes really good. And if I don\u2019t want to eat a beef burger, because I want to eat sustainably, I\u2019ll eat a carrot.\u201d<\/p>\n<p class=\"dcr-16w5gq9\">This is why, in Vow\u2019s marketing, you will see very few references to the ethics of their products, and a lot of emphasis on the taste. \u201cTo change the behaviour of people like me, that like meat, we need to offer things which are different to what I already consume,\u201d Peppou says.<\/p>\n<p class=\"dcr-16w5gq9\">\u201cIt\u2019s not an alternative, it\u2019s not a replacement, it\u2019s something which is different and the excitement comes from that difference.\u201d<\/p>\n<\/div>\n\n","protected":false},"excerpt":{"rendered":"<p>For over a decade, lab-grown meat has been hailed as the food of tomorrow \u2013 a plate changing technological innovation that is right around the corner. Now, in Australia, tomorrow has finally come. After a two-year-long approval process, Food Standards Australia New Zealand has given Australian food technology startup Vow foods the green light to [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":300926,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[12022],"tags":[9128,40201,3768,2074,43487,14845,41657,4036],"dealstore":[],"offerexpiration":[],"class_list":["post-300925","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-activist","tag-australian","tag-australias","tag-drink","tag-food","tag-labgrown","tag-meat","tag-menus","tag-weeks"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Australia\u2019s first lab-grown meat will be on menus within weeks | Australian food and drink - Som2ny Network<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/fivemor.com\/?p=300925\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Australia\u2019s first lab-grown meat will be on menus within weeks | Australian food and drink - Som2ny Network\" \/>\n<meta property=\"og:description\" content=\"For over a decade, lab-grown meat has been hailed as the food of tomorrow \u2013 a plate changing technological innovation that is right around the corner. 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