Communicating about cultivated meat: a definitive industry guide 

Cultivated meat has many benefits in terms of taste, health, food justice, animal welfare, and the environment. However, before cellular agriculture enters the mass market, it is important to educate and inform various stakeholders in society about cultivated alt-protein products. How cultivated meat is portrayed is likely to have a significant impact on its future acceptance in society, which is why we have compiled a communication guide to provide an understanding of who the potential consumers of cultivated meat are – and which communication strategies have the potential to lead to greater acceptance.