A collaboration between the University of Wageningen and Dutch startup Geneus Biotech is working on creating cell-grown eggs to address the extinction of the sturgeon beluga due to caviar demand. The project aims to develop 'Magiccaviar', a fish roe product cultured in-vitro, starting with the sterlet, a relative of the endangered sturgeon species. This venture not only seeks to preserve endangered fish species but also addresses the issue of supply chain transparency, rampant in the caviar industry. Other startups are also exploring the creation of cell-based seafood to address sustainability and counterfeiting concerns.