Abstract
Respondents evaluated combinations of messages about the emerging technology of cultured meat, these messages created to be meaningful to a non-technical person, and dealing with the sensory, technical, and sociological aspects of cultured meat. The data suggest that the respondent does not understand what cultured meat ‘means’, and may agree with statement which directly negate each other. There are three poorly-defined mind-sets underlying the Mind-Set-Focus on ingredients and on product form; Mind-Set 2-Focus on sustainability and ingredients; Mind-Set 3-Focus on ethical and social issues as well as on product form. These three mind-sets are intertwined within the population, and cannot be separated by conventional geo-demographics. These data present a unique opportunity to understand the formation of one understands about a new technology in food design, cultured meat.
Highlights
The one need only read the food technology releases, whether from academics publishing in the literature to the „news‟ releases from the food industry to newsletters from the world of investment, to realize that there is an ongoing revolution in the world of meat
Growing muscle tissue in culture from animal stem cells to produce meat theoretically eliminates the need to sacrifice animals, so-called "cultured" or "synthetic" or "in vitro" meat could in theory be constructed with different characteristics and be produced faster and more efficiently than traditional meat [2]
This paper explores the reaction of consumers to different concepts about cultured meat
Summary
The one need only read the food technology releases, whether from academics publishing in the literature to the „news‟ releases from the food industry to newsletters from the world of investment, to realize that there is an ongoing revolution in the world of meat. Cultured meat forms part of the emerging field of cellular agriculture [1]. The acceptance of plantbased meats is increasing, along with their commercial successes. The flavors are more nearly approximating those of the conventional meats that they are slowly supplanting. Consumers are attracted to these plant-based meats because of a variety of alterative features, ranging from health of oneself, sustainability of the planet, and the novelty of a new fad which is taking root and becoming permanent
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