The challenge
The success of cultured meat will rely on its public image - and it has an image problem
As humans, there is nothing we’re more picky about than what we put into our body. But when you see cultured meat referred to in popular culture, the go-to image is of a handful of mincemeat pushed into a petri dish. For cultured meat to succeed in the future, we have to learn ‘what works’ when communicating it to the public, and to explore new ways of making it attractive and desirable.
The hospitality industry so often shapes our food trends and cultures so we thought - why not make a restaurant of our own? Working with New Harvest, a leading funder of cultured meat research, we started a public facing exploration of how restaurants might use cultured meat in 30 years time, and what new cultures might emerge.
