Vicki Winstone has developed a consumer-friendly brand for artificial meat. The meat industry has a huge impact on our culture, environment, and society. It is responsible for over 18% of global greenhouse gasses and on average, 3 billion animals are slaughtered every day for their meat after a short life on the farm.

Thanks to new technology, we have the power to change this while still eating the food we love. ‘The Modern Butcher’ emulates advertising by farmed brands and uses packaging in a similar, but more sustainable way. The only difference is the quality and production of the meat itself. By tapping into the traditional concept of butcher branding, Vicki Winstone is able to reassure people that cruelty-free meat isn’t so scary and help people understand why it is so important. Many meat-free alternatives are seen as plain and tasteless, but Winstone’s creative packaging encourages customers to think outside the box and include this meat-free option in their favourite meals, without compromising taste and texture.

Inside each reusable wrap is an illustration of the process and information about the concept of a farm-free meal. Winstone plans to expand the brand into other sources of potential revenue, for example, advertising an e-cookbook which customers can subscribe to through the brand website. The Modern Butcher products would be available in most supermarkets as part of a new farm free-range, but could evolve into an individual chain in the future.