In this episode of Protein Production Technology International, Michelle Lu, founder and CEO of Novel Farms, outlines a pragmatic, first-principles approach to reducing the cost of cultivated meat. She explains how the company avoids overengineering by using food-grade inputs, simplified downstream processing, and contract manufacturing. Michelle discusses the importance of demystifying technical and economic barriers, particularly around media formulation, amino acid sourcing, and regulatory compliance. She also highlights opportunities in valorizing byproducts and targeting adjacent markets like pet food. With a sharp focus on cost, flavor, and scalability, Novel Farms aims to unlock the full potential of cultivated meat while staying grounded in commercial reality.