Thought for the Day

So what’s wrong with the PETA prize? You need to sell your product in order to win. According to the contest guidelines (PDF), the million-dollar meat must be available in stores to qualify for the cash. Fake-chicken entrepreneurs have to demonstrate a “commercial sales minimum” at a “comparable market price”; in plain English, they need to move 2,000 pounds of the stuff at supermarkets and chain restaurants spread out across 10 states during a period of three months. And the Franken-meat can’t cost more than regular chicken.

That means PETA won’t be content with any intermediate (and not immediately profitable) breakthrough, like the development of lab-grown chicken that tastes as good as the natural stuff. Instead, the organization will hold the purse until a “commercially viable” product hits the market. In other words, you can’t win the $1 million unless you’re already in position to make a profit. At that point, a science prize doesn’t provide much incentive for innovation. It’s more like a small bonus.

To make matters worse, PETA’s commercial requirements saddle researchers with demands that have nothing to do with science. Any company that wants to sell artificial chicken for public consumption will probably face a lengthy government-review process. Consider that it took five years for the Food and Drug Administration to approve the sale of cloned meat. Let’s say you invented a perfect chicken substitute tomorrow—something so delicious and inexpensive that it could go into production right away. Even then, you still might not make the PETA deadline for supermarket sales.

The PETA prize may turn out to be a minor boon for lab-meat research, insofar as it generates publicity for the project. (When everyone starts talking about artificial chicken, private investors will take notice.) But it’s hard to imagine that the $1 million will itself provide much incentive. As a science prize, it just feels a little fake.

The Bogus $1 Million Meat PrizeWhy PETA’s artificial chicken contest is nothing but a publicity stunt.