Owen Ensor's talking animals: Cultivated meat pioneer on welfare-washing and brand messaging

In this episode, host Ben Norman is joined in Marketing Room 101 by Owen Ensor, CEO of sustainable start-up Meatly - the first company in Europe to gain approval to sell cultivated meat (or lab-grown meat), and the first in the world to be approved to sell cultivated meat pet food. We’re talking real meat (not ‘like meat’), made without animals. In this chat, Owen and Ben discuss the fascinating journey that led Owen to enter such a fascinating industry, how Meatly went from underdog (there’s a joke in there somewhere) to world’s first, creating the brand and developing messaging, and why we need to rethink and re-regulate the way brands speak about the animals used to make their products.Owen also announces his love for a somewhat niche kind of 1960s advertising and brings Freddie Mercury back from the dead.Find out more at ⁠meatly.pet⁠