V-Label was founded 29 years ago and is now one of the world’s best-recognized vegan and vegetarian trademarks. It supports more than 35 NGOs worldwide and certifies over 70,000 products from 4,800+ licensees.
Recently, V-Label launched C-Label, a new trademark for cultivated products. It is said to be the first independent authority to certify cultivated food producers around the globe.
Renato Pichler is the CEO of Swissveg, the founder of V-Label GmbH, and a board member of ProVeg and the European Vegetarian Union. He has been working full-time to spread veganism and vegetarianism since 1993. We spoke to him to find out more about the new C-Label certification.
Why is it essential for cultivated meat to have a dedicated certification like C-Label?
Cultivated meat is an entirely new category of food that challenges traditional definitions and perceptions of meat production. There is still a lot of uncertainty and need for education. A dedicated certification like C-Label provides clarity and reassurance to consumers and producers by setting high standards. This ensures that cultivated meat products meet rigorous criteria and helps to address key concerns such as animal welfare, environmental impact, and transparency. By offering a clear and trusted symbol, C-Label aims to guide the industry toward responsible growth and consumer acceptance.
C-Label emphasizes high ethical and safety standards, such as pathogen-free and animal-free technologies. How critical is this transparency for building consumer trust in cultivated meat, and how do you communicate these values effectively to a global audience?
Transparency is the cornerstone of consumer trust, particularly for an emerging technology like cultivated meat. People want to know how their food is produced and whether it aligns with their personal values, whether health-oriented, environmental, or ethical.
“In an early-stage market where awareness is still growing, having a recognizable certification sets products apart”
C-Label communicates these values by requiring strict adherence to independently verified standards, which include ethical sourcing, the use of clean and animal-free technologies, and robust safety protocols. In this regard, our almost 30 years of experience in licensing foods is instrumental. To communicate effectively to a global audience, we rely on clear, accessible messaging through our various channels. We also encourage producers to share their certified status, providing a recognizable mark of quality.
How can C-Label certification help products stand out in a market that is still in its early stages of consumer adoption?
In an early-stage market where awareness is still growing, having a recognizable certification sets products apart by addressing concerns and demystifying cultivated meat. C-Label certification signals to consumers and resellers that these products are not only innovative but also responsibly developed. As the market matures, this trust will become an essential factor in driving widespread adoption.
C-Label positions itself as a unifying authority in the cultivated meat space. How do you plan to foster collaboration among producers, retailers, and governments to promote C-Label as the gold standard in the industry?
Collaboration is vital for establishing a cohesive, transparent framework for the cultivated meat industry. To foster this, we actively engage with producers to understand their challenges and align our certification criteria with the latest advancements. We are also in close exchange with NGOs and other relevant stakeholders who aim to promote cultivated meat, in a collective effort to educate the broader public and influence governmental decision-making. Through our V-Label network, we already collaborate closely with major retailers and understand their need to effectively communicate a product’s qualities at a glance.
Do you envision C-Label expanding to certify other cellular agriculture products, such as dairy or leather? If so, what criteria might you add for those categories?
Yes, the potential for C-Label to expand into other cellular agriculture categories like dairy or leather is significant. These products share similar ethical and sustainability challenges. Ultimately, the market will define the rate of development of various cell-based applications and our certification will be available to any of these, provided that the underlying technology is, in principle, the same, i.e. replication of animal cells in a controlled environment.
How do you see consumer perception of cultivated meat evolving in the next five years, and how does C-Label aim to influence this perception?
That will depend greatly on regulatory approval, as well as if and when consumers receive access to cultivated meat. We stand at a political tipping point and it is crucial we ensure that cultivated meat receives approval by highlighting the many benefits, ranging from animal welfare to efficient resource use.
Consumer perception of cultivated meat is likely to shift from curiosity and skepticism to increasing acceptance and enthusiasm as awareness grows and products become more accessible. Transparency, education, and affordability will play critical roles in this evolution. By establishing C-Label as a trusted authority, we can help build the confidence necessary to accelerate the mainstream adoption of cultivated meat.
