In the near future, we will be able to mass-produce meat directly from animal cells. This cultured meat could change the world — or it could falter like GM ‘frankenfoods.’ Writing in Frontiers in Nutrition, researchers warn that the most common media framing of cultured meat — as a ‘high-tech’ innovation — may be the least effective in garnering consumer acceptance.
How to sell labriculture: Less lab, more culture
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