When it comes to innovative products like these, education is crucial. Wildtype co-founders Justin Kolbeck and Aryé Elfenbein welcomed chefs to their San Francisco headquarters and later visited the restaurants during the initial service periods, providing FAQ sheets that guided chefs on how to label the product on their menus. For Kolbeck and Elfenbein, restaurants presented the perfect environment to initiate a conversation.
At Robin, every patron is asked if they would like to sample cultivated salmon with their omakase dining experience. While some guests specifically request Wildtype salmon beforehand, around 50% choose to try it upon discovering what it is. The general response is favorable, with inquisitive diners tasting a twist on bagels and lox made with cold-smoked cultivated salmon, accompanied by confit cherry tomatoes and green onions.
At Kingfisher Bar & Grill, a busier restaurant with a slightly older demographic, managing expectations is key. The menu features a description outlining their choice to offer cultivated salmon and emphasizes the kitchen’s environmental commitment by labeling it “Wildtype Sustainable Salmon Crudo.” Diners also receive the FAQ sheet that thoroughly describes the product once they order either the cultivated salmon crudo, complemented by crunchy green apple and a citrusy sauce, or select it as an add-on for poke, a long-standing favorite on the menu.
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“People just want the background story,” Kuder remarks. “I’ve received mainly positive feedback and have gotten a few handwritten cards expressing gratitude for offering a sustainable option, which means a lot to me.” In light of this response, Kuder intends to introduce another dish at Kingfisher this year featuring Wildtype’s upcoming version of their cultivated salmon.
In addition to standalone cuts of meat or seafood, chefs are creatively incorporating cultivated products in various ways to expedite the introduction of innovative ingredients to the menu.
During five dinner events at Fiorella in San Francisco, chef and co-owner Brandon Gillis presented Mission Barns’ cultivated bacon and meatballs, hybrid items made from cultivated pork fat and plant proteins. Gillis prepared the meatballs in two distinct styles: seared and braised in a pomodoro sauce with cavatelli, and deconstructed, mixed with pine nuts, currants, and a fennel-onion-garlic sofrito, served in a tomato agrodolce over polenta.
“The fat was exceptionally flavorful and had an excellent mouthfeel,” Gillis stated. “Cooking with it was relatively straightforward, but there’s less room for error. You need to be very precise with your timing.”
“I saw significant potential in the product, particularly if [Mission Barns] can achieve scalability,” he notes, emphasizing that the extent of adoption is essential for making a genuine impact. Cultivated fat may be simpler to produce in larger volumes and could bypass the sensory expectations associated with whole cuts of meat.
Getting cultivated products onto the plate remains challenging.
Although Kolbeck and Elfenbein have consistently met their shipment commitments, scaling these innovative products presents challenges—from ingredient sourcing hurdles to packaging issues—that restrict availability and frequency. As a result, diners experience cultivated proteins primarily as add-ons or single offerings, typically priced between $22 and $33. While these prices are standard at these establishments, cultivated products are not yet fully incorporated across menus, which can hinder sustained interest.
Nonetheless, chefs navigate supply constraints, introducing the product in thoughtful ways and cultivating familiarity dish by dish.
“That’s the essence of being chefs. We want diners to explore new delicious flavors and share experiences they haven’t had before,” Kuder expresses. “That’s part of the allure of the industry and our profession.”
