The idea of in vitro meat  starting from the production of animal meat, but without the use of animal, that is how the synonyms of in vitro meat are given: clean meat, lab based meat. The process is started from taking the cells from alive animals, which is completely painless for the animal, and place it into a certain medium where the process of growth is taking place, absolutely independently from the actual animal. In theory, this method of in vitro meat production is expected to be efficient enough to provide global require for animal meat. As it is been discussed recently, production of different meat products but meat shoud not be a complex task. This is due to simplicity and difference in structure of burger or sausage meat comparing to an actual steak. Such process of in vitro “steak” is expected to be a lot more difficult, as it has more complex structure and therefore is a challenge. Another important challenge for  researchers is to make the good taste of the meat and lower the cost production as well as to increase nutritional value of the lab-based meat. How does it work? The principle developed up to now can be described in several steps. First of all, starter cells are needed, which can be taken from alive animals completely painlessly via biopsy. Secondly, the growth medium which is cost-effective and animal-free should be found. Furthermore, the production of 3D lab-based meat requires to have a scaffold. Ideally, scaffold that could be eaten with no harm, and therefore there would be no need in extraction of it from the final in vitro grown meat. Finally, bioreactor is needed to make the end product. Bioreator sums everything together starter cells, culture medium and (edible) scaffold. Lab-based meat must have small and large fibres of muscle cells apart from connective tissue, which is needed for collagen production as well as fat cells which are responsible for the taste and juiciness of the final product. Unfortunately, listed principle above have not yet been completely researched therefore it is still expected and awaited for the big breakdown in possible variants of growing meat (Schmidinger et al., 2016). Nevertheless, at the moment three active countries are busy with the lab-based meat research: The USA (more than 3 companies), the Netherlands and Israel.

Mark Post, professor and researcher responsible for the first in vitro burger, is partnering up with food expert Peter Verstraate to start a company called Mosa Meat. They are sure in bringing lab based mean on the market shelves within five years at a reasonable price. Dr Post presented his first hamburger grown in the lab in London in 2013, the product was well received with an acceptable flavour, however, there was a problem in price. Post said that he is working on the investigation how to scale up the production process so it becomes cheaper. The price of the lab based burger when it will hit the marker will most likely be 10 to 20 euro per kilo. That high price of the in vitro meat is explainable. “The cells of the power supply make it especially expensive. But you will see in later years that the power is cheaper simply because there is much more to be produced” said Peter Verstraate. Right now Post and Verstraate are looking for investors and further research is the best way to place the product on the market.  Their plan is to improve the taste of the meat by adding fat tissue, the final result of the meat has to be as close as possible to regular meat. Dutch professor believes that meat consumption will become sustainable for the environment (Verstraate, 2016).  Since the biotech product is not released to the market yet and the production processes, as well as economical, safe, improved ways, are developing at the moment, it cannot be described as a marketing product. However, it has its own perspectives and future on the big market. Even though the product is not grown yet and not present in the real life of any person, the biotech process and its product already launched ethical discussion. The options of people have split, some of them concerned that this way of biotech is completely unnatural and not profitable, others concerned that biotech is the future and the following project needs support and funding, nevertheless it leads to a better economic situation as well as environmental. Vegan people react negative to such process, if the meat has to be replaced and fewer animals can be killed, the alternative is in crops. Meanwhile, others find it profitable and good replacement of naturally grown meat. Considering the fact that some opinions are being negative already, it may cause an even bigger reaction when cultured meat will be present in every shop or restaurant. Therefore, I am convinced that this should be advertised in anyways for the people to get used to it, to understand the advantages and possible future of their lives and lives of their relatives, also the influence of the environment and the decrease in water and energy use. This all leads to a better life and bright future of biotechnologies. Furthermore, the advertisement may attract a lot of investors and people who would like to perform the research or to take part in it, also money will make it much faster and easier for the scientists who are working on in vitro meat at the moment. If the government and companies/fabrics will find the way how to advertise it well and how to bring it to society and market it will result in an only positive way.