People for Ethical Treatment of Animals (PETA) leaders have given scientists everywhere a new research direction, as they have promised a prize of $1 million to whoever can manage to mass-produce artificial viable meat. Although the offer comes with a deadline, the summer of 2012, there should be enough time to figure out a solution for those who are genuinely interested. The winner will have to develop a method to produce enough meat to cover ten U.S. states and, very importantly, the product should be made available for a decent and competitive price.

"People are surprised to learn that PETA is interested in lab-grown meat, but we have overcome our own revulsion at flesh-eating to champion a breakthrough that will mean a far kinder world for animals," Igrid Newkirk, PETA President, recently said.

For the time being, the only type of "non-animal meat" vegetarians can enjoy is that made from soy; however it does not perfectly imitate normal meat in neither taste nor texture.

The conditions in which animals (especially chicken and pigs) are kept in order to meet the society’s alimentation needs are usually terrible and activist projects are beginning to raise awareness on this delicate issue in many countries. PETA’s initiative is now taking the matter to an entirely different level. Money can usually make pretty much anything possible and as in this case the financial incentive is more than substantial, there are very good chances that the project will turn out to be a success. On June 30, 2012 we will find out for sure.