In step with growing consumer concerns about animal welfare, Food Navigator reports on how biotech startup Geltor has secured $18.2 million in funding to produce collagen proteins through a microbial fermentation process, with an anticipated 2020 launch. According to the article, collagen, like gelatin, is an animal product, but Geltor’s process does not involve the slaughter of any animals.

Hartman Group Insight: Geltor’s process provides a potential solution to consumers who seek out health benefits of products sourced from animals yet have grown concerned with environmental sustainability and animal welfare implications of animal products. As other companies have invested in the nascent cultured-meat space, we see consumer interest in these products accelerating in forthcoming years. But companies will still face a challenge of how to position such obvious products of technology within a broad consumer desire for food that is “natural” and of the earth.