production of animal proteins by cell systems - New Harvest
production of animal proteins by cell systems - New Harvest
production of animal proteins by cell systems - New Harvest
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products <strong>of</strong> cultured algae. Technology would thus not increase but rather decrease the<br />
distance between producers and consumers. It has to be mentioned that in the western<br />
society, the distance between producers and consumers is already quite big, as one<br />
thinks about (commercially successful) consumer products such as beer, soda drinks,<br />
different types <strong>of</strong> candy, instant meals. This distance is therefore not necessarily<br />
negative for commercial success, and could in fact also be beneficial (consumers simply<br />
do not want to know). Proper consumer feedback and validation studies are therefore<br />
essential for the introduction <strong>of</strong> a product like cultured meat.<br />
Ad 3) Commercial <strong>production</strong>.<br />
A requirement for commercial <strong>production</strong> is societal demand. Industry is clearly not<br />
interested in a product that will not be pr<strong>of</strong>itable. On the other hand, there is a serious<br />
commercial interest provided that technology has advanced more. In comparison with<br />
<strong>animal</strong>s, a product from a bioreactor could be attractive as it does not come with all the<br />
vicissitudes <strong>of</strong> <strong>animal</strong>s such as uneven growth, disease, consequences <strong>of</strong> stress, <strong>animal</strong><br />
killing etc.<br />
During the workshop, marketing strategies for cultured meat were also discussed.<br />
Because <strong>of</strong> the technology involved, it as suggested that the focus should be more on the<br />
characteristics <strong>of</strong> the product rather than on the <strong>production</strong> process. Independent <strong>of</strong><br />
this, it was generally agreed that a broad acceptance is necessary for the product to<br />
become commercially successful. The product should not only appeal to vegetarians or<br />
an elite group <strong>of</strong> consumers. It was suggested that well known media cooks might be<br />
called in for marketing help. Also, availability and price <strong>of</strong> traditional meat can be<br />
important decision factors. The question arose whether a demand for cultured meat will<br />
have to wait for a serious crisis in the availability <strong>of</strong> traditional meat. Finally, it is likely<br />
that first products will not be end products but ingredients, which will most likely be less<br />
<strong>of</strong>fensive for many consumers.<br />
Traditional product<br />
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