FoodTech start-up, BioBetter, Ltd., has assigned a new role for the much-maligned Nicotiana tabacum plant upon discovering it can overcome the greatest hurdle in cultured meat—that of scaled production. 

The cultivated meat industry is still in its infancy, and like many other burgeoning technologies—food or otherwise—the actual agreed-upon name for what the finished product will be called is being debated by those who make it.

JBS SA has made its first move into the cultivated meat market. The world’s largest meat producer recently announced that it would make a $100 million investment into cultivated protein and also acquire Spanish Company BioTech Foods SL.