Cultured meat and the sustainable development goals

'Meat' the influencers: Crafting authentic endorsements that drive willingness to buy cultured meat

Cultured meat is a promising substitute for regular meat, but its introduction faces challenges and expected consumer resistance. While some studies investigate how communication strategies and advertising appeals can address these concerns, the role of social media influencers in promoting cultured meat adoption remains yet to be explored. Across two online experimental studies involving 752 participants recruited from Prolific, this research investigates how influencer type (micro- vs. mega-influencer) affects consumers' willingness to buy cultured meat. Study 1 reveals that consumers are more willing to buy cultured meat when it is endorsed by micro- rather than mega-influencers. Further, perceived endorsement authenticity mediates this effect such that micro-influencers endorsements are perceived as more authentic than those of mega-influencers. Study 2 demonstrates that these effects are moderated by influencer expertise and type of meat, where micro-influencers with health (but not fashion) expertise have a more pronounced impact on increasing willingness to purchase cultured meat (but not regular meat). This research provides theoretical insights into how consumers perceive influencer endorsements for cultured meat. These findings aim to enhance consumer acceptance of cultured meat while offering actionable guidance for practitioners on promoting cultured meat brands on social media.

Industrial Research and Development on the Production Process and Quality of Cultured Meat Hold Significant Value: A Review

Cultured meat has been gaining popularity as a solution to the increasing problem of food insecurity. Although research on cultured meat started later compared to other alternative meats, the industry is growing rapidly every year, with developed products evaluated as being most similar to conventional meat. Studies on cultured meat production techniques, such as culturing new animal cells and developing medium sera and scaffolds, are being conducted intensively and diversely. However, active in-depth research on the quality characteristics of cultured meat, including studies on the sensory and storage properties that directly influence consumer preferences, is still lacking. Additionally, studies on the combination or ratio of fat cells to muscle cells and on the improvement of microbiota, protein degradation, and fatty acid degradation remain to be conducted. By actively investigating these research topics, we aim to verify the quality and safety of cultured meats, ultimately improving the consumer preference for cultured meat products.

Review: Will "cultured meat" transform our food system towards more sustainability?

Our agri-food system today should provide enough healthy food of good quality for the growing human population. However, it should also preserve natural resources and better protect livestock. In this context, some FoodTech companies are developing a disruptive approach: cell culture for in vitro food production of "meat" but this technology is still at the research and development stage. This article will highlight its development, the technologies used and the stakeholders involved (Part 1), its potential environmental impacts (Part 2) but also regulatory, social and ethical issues (Part 3). This article aims to shed light throughout the manuscript on two major controversies related to "cultured meat". The first controversy is related to its ethical aspects, which includes different points: its potential to reduce animal suffering and therefore to improve animal welfare, the future values of our society, and a trend towards food artificialisation. The second controversy includes environmental, health and nutritional issues, in relation to the characteristics and quality of "cultured meat" with an important question: should we call it meat? These two controversies act in interaction in association with related societal, legal and consequently political issues. Answers to the various questions depend on the different visions of the World by stakeholders, consumers and citizens. Some of them argue for a moderate or a strong reduction in livestock farming, or even the abolition of livestock farming perceived as an exploitation of farm animals. Others just want a reduction of the current much criticised intensive/industrial model. Compared with other potential sustainable solutions to be implemented such as reduction of food losses and waste, new food consumption habits with less proteins of animal sources, sustainable intensification, development of agroecological livestock production, or the development of the market for other meat substitutes (proteins from plants, mycoproteins, algae, insects, etc.), "cultured meat" has an uncertain future.

Current technology and industrialization status of cell-cultivated meat

Interest and investment in cultivated meat are increasing because of the realization that it can effectively supply sufficient food resources and reduce the use of livestock. Nevertheless, accurate information on the specific technologies used for cultivated meat production and the characteristics of cultivated meat is lacking. Authorization for the use of cultivated meat is already underway in the United States, Singapore, and Israel, and other major countries are also expected to approve cultivated meat as food once the details of the intricate process of producing cultivated meat, which encompasses stages such as cell proliferation, differentiation, maturation, and assembly, is thoroughly established. The development and standardization of mass production processes and safety evaluations must precede the industrialization and use of cultivated meat as food. However, the technology for the industrialization of cultivated meat is still in its nascent stage, and the mass production process has not yet been established. The mass production process of cultivated meat may not be easy to disclose because it is related to the interests of several companies or research teams. However, the overall research flow shows that equipment development for mass production and cell acquisition, proliferation, and differentiation, as well as for three-dimensional production supports and bioreactors have not yet been completed. Therefore, additional research on the mass production process and safety of cultivated meat is essential. The consumer's trust in the cultivated meat products and production technologies recently disclosed by some companies should also be analyzed and considered for guiding future developments in this industry. Furthermore, close monitoring by academia and the government will be necessary to identify fraud in the cultivated meat industry.

Challenging cultured meat naturalness perceptions: The role of consumers' mindset

Cultured meat, produced through in vitro cultivation of animal cells, has emerged as a promising solution to environmental, health, and ethical issues resulting from conventional meat production. However, acceptance remains a crucial challenge, significantly influenced by perceptions of unnaturalness. Previous research has demonstrated the limited success of messaging strategies aimed at countering these perceptions. Across two experimental studies, this research breaks new ground by examining these strategies through the lens of mindset theory-i.e., beliefs about the fixedness or malleability of human attributes. In Study 1, we present findings illustrating that a strategy challenging the importance of naturalness is effective at increasing cultured meat acceptance among consumers with a growth mindset. In Study 2, we demonstrate how complementing such messaging strategy with a specific form of creative narrative can make it effective among consumers with a fixed mindset too. Our findings are informative theoretically, extending mindset and narrative theories to the context of cultured meat and, practically, examining the effectiveness of different communication strategies in driving consumer acceptance of the product.

"I guess it's quite trendy": A qualitative insight into young meat-eaters' sustainable food consumption habits and perceptions towards current and future protein alternatives

As the market for sustainable food continues to expand, there is a need to understand how consumers' consumption habits and perceptions are changing. Targeting the younger populations is of interest as they arguably will shape the future of food. Therefore, the present study aimed to provide in-depth consumer insights on a range of topics from current consumption habits (i.e., meat reduction, plant-based meat/seafood (PBM/S)), towards future protein alternatives (i.e., cell-based meat/seafood (CBM/S), precision fermented dairy (PFD)). Online focus groups were conducted in the UK with meat-eaters (n = 38) aged 18-34. Codebook thematic analysis was applied using the Framework Matrix as a tool for data analysis. Key themes were presented using the COM-B model (Capability, Opportunity, Motivation), which identified areas of behavioural change. Results found a trend towards meat reduction, partially initiated by moving away from home and limited food budgets. Overall, participants acknowledged the environmental impact of food, but a notable knowledge gap was apparent when quantifying the effect, especially for dairy and seafood. Compared to PBM, few participants had tried PBS products, partially due to lower availability and familiarity. Enablers for PBM/S included convenience, positive sensory experiences and the influence of others, whilst barriers related to negative health connotations and over-processing. For CBM/S and PFD, animal welfare, curiosity and optimised nutrition acted as enablers, whilst barriers related to wider consumer acceptance, affordability and unnaturalness. In general, participants felt changing food consumption habits can have an impact on climate change and were optimistic about novel technologies supporting future protein transitions. Increasing public understanding around the environmental impact of food, especially seafood and dairy, and prioritising the affordability of sustainable food are suggested as intervention strategies to encourage sustainable food consumption.

Exploring Ethical, Ecological, and Health Factors Influencing the Acceptance of Cultured Meat among Generation Y and Generation Z

Growing research and technological development is making the commercial production of cultured meat as a sustainable alternative to livestock-derived meat an increasing reality. However, to competitively position cultured meat on the food market, appropriate marketing and communication tailored to specific demographics is required. We aimed to define the motives that influence the willingness to include cultured meat in consumption based on age, specifically in Generation Z and Generation Y. To achieve this, data from a questionnaire survey that asked about ethical, ecological and health and safety factors around cultured meat was collected from 740 respondents (301 Generation Z and 439 Generation Y) and analyzed using the Mann-Whitney test and structural equation modeling. Generation Z were significantly more likely than Generation Y (p < 0.05) to consider cultured meat healthier than conventional meat because of the possibility of adjusting the composition and nutrient content. Generation Z were also significantly less concerned than Generation Y (p < 0.05) about the consequences that consuming cultured meat might have on human health. In Generation Z, ethical, ecological and health and safety factors significantly influenced their willingness to consume cultured meat (all p < 0.01). In conclusion, we confirmed the influence of ecological and ethical awareness, as well as health and safety, on willingness to include cultured meat in consumption; these areas could be targeted when marketing cultured meat.

The Moral Pitfalls of Cultivated meat: Complementing Utilitarian Perspective with eco-republican Justice Approach

The context of accelerated climate change, environmental pollution, ecosystems depletion, loss of biodiversity and growing undernutrition has led human societies to a crossroads where food systems require transformation. New agricultural practices are being advocated in order to achieve food security and face environmental challenges. Cultivated meat has recently been considered one of the most desired alternatives by animal rights advocates because it promises to ensure nutrition for all people while dramatically reducing ecological impacts and animal suffering. It is therefore presented as one of the fairest means of food production for the coming decades, according to utilitarian arguments. However, food security, environmental concerns and animal welfarism guided by a short-term utilitarianism could have techno-optimism bias and could result in some forms of oppression such as anthropocentrism. I argue that there are still deep-rooted moral issues in food systems that are not addressed primarily by lab-grown meat, mainly derived from a loss of sovereignty. Food practices developed in high-tech labs with artificial interventionism constrain the ability of living entities (that are used as food) to flourish on their own terms. This paper aims to explore how sovereignty entitlements for humans and nonhumans are often overlooked by advocates of cultivated meat and the moral challenges it may pose. Accordingly, a more than utilitarian approach framed by ecological and republican justice is proposed here to shed light on some pitfalls of food chains based on cellular agriculture.

Cultured Meat on the Social Network Twitter: Clean, Future and Sustainable Meats

The rapid development of technologies for cultured meat production has led to new challenges for producers regarding appropriate communication with future customers in order to deliver products to a viable market. Communication analysis of social media enables the identification of the key characteristics of the monitored topic, as well as the main areas of communication by individual users based on active digital footprints. This study aimed to identify the key characteristics of cultured meat based on communication analysis of the social network Twitter. Communication analysis was performed based on 36,356 Tweets posted by 4128 individual users. This analysis identified the following main communicated characteristics: clean meat, future meat, and sustainable meat. Latent Dittrich allocation identified five communication topics: (1) clean and sustainable products, (2) comparisons with plant-based protein and the impact on agribusiness, (3) positive environmental aspects, (4) cultured meat as an alternative protein, and (5) the regulation of cultured meat.

The fourth industrial revolution in the food industry-part II: Emerging food trends

The food industry has recently been under unprecedented pressure due to major global challenges, such as climate change, exponential increase in world population and urbanization, and the worldwide spread of new diseases and pandemics, such as the COVID-19. The fourth industrial revolution (Industry 4.0) has been gaining momentum since 2015 and has revolutionized the way in which food is produced, transported, stored, perceived, and consumed worldwide, leading to the emergence of new food trends. After reviewing Industry 4.0 technologies (e.g. artificial intelligence, smart sensors, robotics, blockchain, and the Internet of Things) in Part I of this work (Hassoun, Aït-Kaddour, et al. 2022. The fourth industrial revolution in the food industry-Part I: Industry 4.0 technologies. Critical Reviews in Food Science and Nutrition, 1-17.), this complimentary review will focus on emerging food trends (such as fortified and functional foods, additive manufacturing technologies, cultured meat, precision fermentation, and personalized food) and their connection with Industry 4.0 innovations. Implementation of new food trends has been associated with recent advances in Industry 4.0 technologies, enabling a range of new possibilities. The results show several positive food trends that reflect increased awareness of food chain actors of the food-related health and environmental impacts of food systems. Emergence of other food trends and higher consumer interest and engagement in the transition toward sustainable food development and innovative green strategies are expected in the future.