A $300 million lab meat deal between China and Israel has been described as a 'colossal marketing opportunity' by one of the leading voices in the 'clean meat' movement.
Bruce Friedrich is Head of the The Good Food Institute (GFI), an organization which promotes 'meat alternatives'.
He believes the deal 'could put [clean] meat onto the radar of Chinese officials who have the capacity to steer billions of dollars into this technology'.
Lab meat - also known as cultured or bio meat - is grown in a laboratory using animal cells.
Some vegans dislike the concept, as the use of cells mean it is not entirely slaughter-free (though there are some scientists working on developing totally animal-free starter cells).
For others, lab meat is seen as a positive move away from the slaughter of billions of animals, as well as being a more environmentally-friendly option than traditional factory farming.
This, with the three Israeli companies - SuperMeat, Future Meat Technologies, and Meat the Future - has therefore been seen as a sign that China is committed to reducing its greenhouse gas emissions.
And with Chinese meat imports valued at $10 billion in 2016, there will be plenty of opportunity to capitalize on this market.