Australian cultivated meat company Vow has appointed Alex Andrews as chief executive, replacing founder George Peppou, who has moved into an executive director role to launch a separate stealth startup built on technology developed at Vow. The leadership change was first reported by Forbes Australia.
Andrews previously served as Vow’s chief of staff. Before joining the company, she co-founded women-led superannuation fund Verve Super in 2018, acting as chief operating officer until mid-2024. Verve was managing around $271 million at the time of its acquisition by Future Group last year.
“We have lots of new opportunities outside of food”
Peppou said the restructure follows production gains at Vow that have opened up applications for its cell-culture platform outside food. According to Forbes Australia, the underlying technology, used to grow animal cells in bioreactors for cultivated meat, could also be applied in biomedicine, pharmaceuticals, cosmetics and leather alternatives.
“Last year Vow had a massive breakthrough on production scale and economics – now by far world-leading in low-cost cell culture,” Peppou told Forbes Australia. “As a result of this we have lots of new opportunities outside of food. I and a small team have spun out to a new company focused on one of these.”
The leadership change coincides with a round of layoffs at Vow last month, primarily affecting its food development team. The company has moved away from producing finished food in-house and is now working with partner companies to turn its cultured cells into consumer-ready products. Last year’s cost-cutting round removed 25 staff while the startup awaited Australian regulatory clearance.
“A small number of roles were impacted to align the company around the multi-vertical focus,” Peppou told Forbes Australia.
Founded in 2019, Vow closed a US$49.2 million Series A in 2022, led by Blackbird. Its consumer brand, Forged, sells cultivated Japanese quail products in fine-dining venues in Singapore and Australia, and recently introduced a home-ready smoked cultured quail spread in Greater Sydney. The company received Singapore regulatory clearance in 2023 and Food Standards Australia New Zealand approval in 2025.
Cell culture beyond food
Industry group Cellular Agriculture Australia framed the spinout as evidence that food-focused infrastructure has uses across other sectors. “Biomanufacturing should not be viewed as a collection of discrete end markets, but a shared industrial foundation that can be applied across different end markets – from food and fuels to materials, chemicals and beyond,” the organization wrote on LinkedIn, calling for a coordinated national biomanufacturing strategy in Australia.
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