The future of meat Advantages of lab – grown meat Consumer acceptance/rejection of cultured meat

1. The future of
meat
Lecturer: Sergio Pinzon

2. Welcome to your first
tutorial

3. The problem
• The future of meat production is
facing a crisis due to
unsustainable methods of
factory farming. Despite this,
demand for meat is expected to
grow significantly in the next few
decades.

4. The problem
• “The greenhouse gas footprint of animal
agriculture rivals that of every car, truck, bus, ship,
airplane, and rocket ship combined,” the UN
stated last year. “There is no pathway to achieve
the Paris climate objectives without a massive
decrease in the scale of animal agriculture.”

5. Lab- grown or
cultivated meat
• Lab-grown meat, or “clean” meat, is
meat that is produced by taking a
small sample of animal cells and then
replicating them outside of an animal.
• New studies show cultivated meat can
have massive environmental benefits
and be cost-competitive by 2030.

6. Aleph farms
• A number of brands are focusing on bringing
clean meat to market, including Israeli
company Aleph Farms. The start-up recently
became the first company ever to grow meat on
the International Space Station. It did so in a bid
to prove that meat can be grown anywhere —
even planet Earth is not required.
• “This joint experiment marks a significant first
step toward achieving our vision to ensure food
security for generations to come while preserving
our natural resources,” said Aleph Farms CEO
Didier Toubia in a statement.

7. Advantages of lab – grown meat
• The new era of cheap, accessible cultured protein is rapidly
approaching. Identical to conventional meat, but with zero
animal cruelty, clean meat is healthier, produces far fewer
greenhouse gas emissions and has many other advantages
over conventional meat. Here some of them:
• Zero Animal Cruelty- Of the 70 billion animals farmed
annually around the world, approximately 50 billion of them
are factory farmed. These animals are treated more like cogs
in a machine, than living, breathing, feeling animals.
• Less saturated fat means people will live longer
• Less antibiotic resistance could save people's lives

8. Advantages of lab – grown meat
• No growth hormones
• No bacterial contamination
• Many nasty foodborne such as
salmonella and E. coli live in animals’
intestines and are spread through
their faeces.

9. Consumer
acceptance/rejection of
cultured meat
• Like any new food, the ultimate
success of cultured meat depends on
consumer acceptance. The most
important factors influencing
consumer acceptance/rejection of
cultured meat include:
• Public awareness, perceived
naturalness, and food-related risk
perception.
• Ethical and environmental concerns
prompted consumers to be willing to
pay a premium price for purchasing
meat substitutes, but not necessarily
cultured meat.

10. Consumer
acceptance/rejection of
cultured meat
• Also, food neophobia and
uncertainties about safety and
health seem to be important
barriers to uptake of this
technology.
• Availability of other alternatives
such as plant-based meat
substitutes and product features,
such as price and sensory appeal,
are considered determinants of
consumer reception of this
technology.

11. Tutorial activity
• You were appointed as the marketing
communication specialist for the lab
grown meat. Using specific
examples, discuss the following:
a) The importance of marketing for
this innovation and areas of
marketing you would focus on
b) Marketing strategies and IMC plan
c) The use of social media, mobile
marketing and societal marketing
d) Microenvironment and
macroenvironment forces