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Strategic Communication Assignment, SUSS, Singapore COM368e: Asia’s largest cell-cultured chicken facility to be up and running in Bedok from 2023
University Singapore University of Social Science (SUSS)
Subject COM368e: Strategic Communication
Posted on: 14th Jun 2023

Strategic Communication Assignment, SUSS, Singapore COM368e: Asia’s largest cell-cultured chicken facility to be up and running in Bedok from 2023

Asia’s largest cell-cultured chicken facility to be up and running in Bedok from 2023

The Straits Times, Published 10 June 2022

SINGAPORE – Meat lovers here will have more options in their diet when Asia’s largest cultivated chicken facility is built in Bedok early next year.

California food technology firm Eat Just’s Good Meat division broke ground on its upcoming 30,000 sq ft facility – about half the size of a football field – in food industry hub Bedok Food City on Friday (June 10).

Singapore was the first country to approve the sale of cell-based meat in December 2020, with the product coming from Good Meat.

Cell-cultured chicken is meat from chicken cells grown in a bioreactor – similar to the vats used in brewing beer – thus doing away with having to slaughter actual chickens.

Once operational in the first quarter of next year, the $61 million Bedok plant will house a  6,000-litre bioreactor – the largest one in the cultivated meat industry to date – which will  produce tens of thousands of kilograms of the novel chicken each year.

The vessel is two storeys high, and about three times the size of a typical industrial  bioreactor.

About 50 researchers, scientists and engineers will work in the facility, which will be the  largest Good Meat plant until its second United States facility is built later.

Research and development in such novel foods and alternative proteins have been gaining  traction in Singapore in recent years as the Republic boosts its food security and produces  food sustainably.

With Singapore currently importing more than 90 per cent of its food, the country is looking  to shore up against global food supply shocks by producing 30 per cent of its food locally by  2030.

Minister for Sustainability and the Environment Grace Fu, who was at the ground-breaking  event, said: “With technological advancements and growing consumer demand for  sustainable foods, alternative proteins have the potential to supplement Singapore’s  agricultural productivity and contribute meaningfully to our 30 by 30 goal.”

Good Meat’s bioreactor can produce between 4,500kg and 45,000kg of cell-cultured chicken  meat every year, said Eat Just chief executive Josh Tetrick.

This is a fraction of the 214,400 tonnes of chicken Singapore imported last year

The announcement of the new facility comes more than a week into Malaysia’s chicken  export ban, which has left suppliers and sellers here with lower stocks of fresh meat. They  have turned to chilled, frozen and processed poultry.

Ms Fu said: “Our importers were able to respond quickly by tapping their vast network of  suppliers from alternative sources, such as from suppliers in Thailand and Australia.”

Large volumes of plant-based or cell-cultured foods can be produced with less land, labour  and greenhouse gas emissions. According to the United Nations Food and Agriculture  Organisation, the global livestock sector accounts for 14.5 per cent of greenhouse gas  emissions.

Good Meat believes the energy and carbon costs from cultivated meat production will be  significantly lower than animal agriculture.

Last July, the world’s first commercial cultured meat production facility started operations  here when Esco Aster, a local contract development and manufacturing organisation, was  given approval to produce the novel food.

An Eat Just spokesman said Esco Aster is a strategic partner of Good Meat and there will be  opportunities to strengthen their partnership when the Bedok facility is up and running.

After its approval for sale in 2020, the cell-based chicken bites were first served in a  members’ club in Robertson Quay, known as 1880, early last year.

Since then, the novel meat has been inching closer to customers here, and in different  variations.

Every Thursday, delivery platform foodpanda delivers to customers various dishes cooked  with Good Meat chicken from Cantonese restaurant Madame Fan. The dishes, which include  dumplings and breaded chicken bites atop rice or salad, are sold at around $23.

For a few days between February and March this year, the chicken slices were sold with  curry rice for $4 at a hawker stall – Loo’s Hainanese Curry Rice – in Tiong Bahru. During the  run, Good Meat subsidised the cost of its chicken bites.

And for three days last month, the meat was given a more textured makeover when it  appeared as chicken satay in zi char eatery Keng Eng Kee Seafood in Bukit Merah.

With the new facility next year, Good Meat will gradually expand to more restaurants,  hawkers and supermarkets.

The larger production capacity will allow the price of the chicken to fall significantly, but Mr  Tetrick did not provide a figure.

He added that cell-based chicken could one day be cheaper than ordinary chicken if three  components are met.

First, production must be scaled up with massive bioreactors, each with a capacity of more  than 200,000 litres. Second, the cost of the nutrients for the cells must drop from dollars a litre to cents a litre.

Finally, cell density – which refers to how much meat can be produced in a period of time – must increase. His company aims to progress on those three areas before the end of 2030. Good Meat will also launch chicken breast soon, on top of the nuggets and satay.

The alternative chicken is not the only novel food from Eat Just that is available in Singapore. The firm is also building the nation’s largest plant-protein factory in Pioneer, which will produce vegan eggs using mainly mung beans.

Mr Tetrick said: “We view Singapore as vital in our plans to build this new approach to making meat. We’ll launch new products here, distribute to other countries in Asia and learn from customers here.”

Good Meat will expand its cell-cultured line to beef, which is currently in early R&D stages. It is planning to launch ground beef in Singapore first.
Future operations here will include a plant that will make tens of millions of kilograms of meat annually from multiple 250,000-litre bioreactors.

The government of Singapore has outlined its intentions for the island-state to be less dependent on food imports and to increase domestic food production for food security. The article above highlights developments related to the promotion of domestic food production.

Assume that you are the Singapore-based marketing communications manager working for Good Meat, the new company mentioned in the article above.

a)Discuss the pre-requisite qualities that a new company such as Good Meat needs to have in place for it to begin communicating strategically about the company and the products (SU1-6, 1.1.1 Best Practices)

Develop a strategic communications plan to raise awareness about cell-cultured chicken.  Your proposed plan should propose strategic communication tactics to encourage people to try consuming cell-cultured chicken. (SU1-18??, Chapter 2: Applying Strategic Communication, 2.1.1 [The Message Strategy] ; 2.1.2 [The Media Strategy]; 2.1.3 [The Action Strategy])

b)- Analyse how news media publicity could be garnered through news releases for Good Meat.

– The analysis should evaluate how news releases can be used as effective communication tools for Good Meat to develop positive media relations and publicity for itself and for its new cell-cultured meat products.

Additionally, can Google “how news releases can be used as effective communication” and “develop positive media relations and publicity using news releases”

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