In this episode of Protein Production Technology International, Joshua March, CEO of Sci-Fi Foods, discusses revolutionizing the cultivated meat industry. Sci-Fi Foods, a California-based company, is creating waves with its unique hybrid approach, blending cultivated meat with plant-based ingredients. This innovation addresses significant industry challenges like cost and scalability. March's journey began 15 years ago, inspired by technology's potential to transform food supply and sustainability. He highlights Sci-Fi Foods' technical breakthroughs, such as developing beef cell lines for cost-effective, large-scale production. The conversation also covers the cultivated meat industry's challenges, including fundraising and scaling up. March emphasizes the importance of taste and consumer acceptance, advocating for great-tasting, affordable products without overemphasizing health or environmental benefits. The episode explores big food companies' roles in alternative proteins and the need for transparency and collaboration in the sector.