Agreed. I don't see the economic realities stacking up. The price of cheap, processed meat products is pretty low... and not all of the price is ingredients.

Agreed. I don't see the economic realities stacking up. The price of cheap, processed meat products is pretty low... and not all of the price is ingredients. It's a long way to the bottom. Meanwhile, the higher end ethical consumers... it's hard to predict their consumer preferences/choices. I suppose some vegans want meat and some omnivores want to be vegan... but as I said, I'm dubious about these groups' real size. This won't get to $1 per kg overnight. There probably needs to be adequate demand all along the continuum to fuel volume price reductions. I also think it's naive to assume that environmental (eg energy/carbon savings) benefits will materialize. Its equally naive to assume eco consumers will buy the story otherwise, over the long term. The main bull case seems to rely on overwhelming cost advantage. Where's the reason to think this will happen.?