PARTNER CONTENT
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Pioneering protein
How Myco is reshaping the UK’ s meat industry with its hybrid, low-carbon solutions
Britain has always had a big appetite for meat. On average, a UK adult eats almost 100lbs of it every year, but it is a habit the planet simply can’ t sustain. Meat production is a key driver of global methane emissions, fueling the climate crisis.
However, most Brits aren’ t ready to quit meat yet. Almost three-quarters of adults still identify as die-hard carnivores, while veganism has plateaued at around four percent of the population. While plant-based alternatives have made inroads, many consumers remain unsure about switching- in part due to long ingredient lists, unpleasant textures and prices that simply don’ t add up.
Enter Myco, the North Yorkshire firm that created Hooba, a pioneering protein made using oyster mushrooms and grown in Britain’ s first vertically farmed protein production site. Despite creating what was dubbed‘ Britain’ s greenest burger’, Myco has grander ambitions than simply producing another vegan quarter pounder. Its new‘ Save the Earth’ range blends animal meat with Hooba. The result is a hybrid product that cooks, looks, and tastes like meat – and even has the same mouthfeel – but with half the carbon footprint and a far lower price point at the checkout.
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