Host welcome to america, where the cattle and the cowboys have always been the backbone of the nation. But are they facing the end of an era . Man we got everything. Beef, chicken, ribs. Were the only place putting ribs in rockn ribs. Host as Global Demand for meat soars, billiondollar startups are taking on the meat industry. Theyre making meat with plants. And growing meat in labs, cell by cell. Man so, you dont see nenecessarily, like,e, a steak a chicken breast growing in the culture. Second man cows cows, cows, cows, cows, cows, cows, cows, cows, cows, cows. Host the cattlemen call it fake meat, and say it will kill their traditions. Man this is cattle country. This is what god made this country for, is to raise cattle. Host its a battle for the future of food. And this is worth how much, ththis Chicken Nugget . Man we say roughly around 100. Host but will this new meat pass the ultimate test . [gags] no, only kidding. [laughter] these cows are quite curious about what im doing here, but im here to look into the industry that theyre involved in. Its facing massive challenges from multibilliondollar investments into new technology thats trying to take their job. Their job as our food. Because the big question here in america at the moment is, what is meat . [cow moos] dawn at the kb carter ranch in texas has started pretty much like this since the 1880s. A small tornado hurtled through last night, and the team have a wet muster ahead of them. Texas is still the biggest cattle state in the u. S. , and its still ththe home of the cowboy and the occasional cowbelle. Cattle are a Foundation Stone of the american story. For centuries, this is how we humans have grown meat. But times are changing, and the cowboys future is threatened by a hightech revolution. Man never get off the horse, cause they were little kids and if they got off the horse. Reucassel this is flash cockrell. Hes the ranch manager, and he doubts taking a few cow cells and growing them in a lab can replace the real thing. [cows mooing] with this cellbased meat, i mean, do you think its meat . Cockrell no, i dont. No, its not meat. Meat is naturally on the animal. Its protein, but its not meat. Reucassel do you think itd be a shame for america to lose its kind of link to this industry . Cockrell oh, yeah, absolutely. This is part of our heritage and its good to have people managing the land. [cows mooing] these are meat animals. In the u. S. , especially, you know, we still love meat. Reucassel would i ever catch you eating a plantbased burger . Cockrell not that i know of. If you do, they tricked me [laughs] reucassel the reinvention of meat in america is happening thousands of kilometers to the west of texas, in silicon valleley. This enclave of San Francisco has a reputation for shaking things up. Weve already had its digital disruption, and now, theyre getting ready for meat disruption. In this scientific hub, theyre trying to remove the cow from the burger. It may sound like mission impossible, but to them its just impossible foods. Man were in over 7,000 restaurants now. Reucassel these guys are the new masters of nonmeat meatmade entirely of plants, yet aimed squarely at carnivores. Nick halla started with impossible foods when it began 8 years ago. Halla so, this is where you can take all the ideas and theyll test it at a really small scale. What t actually is driving the flavor, aroma creation . Reucassel fueled by half a billion dollars in investments, some from bill gates, nick says this is where the e future is being made. Halla if f you look closely, there might be some new products out there. Reucassel i cant tell what any of it is. And the company has a clear ambition driving its discoveries. Hahalla so, impmpossible foodss created to build the technology to solve one of the greatest challenges that we face as a civilization today howow do we keep feeding t the growing population while maintaining