Consumers intrigued by novelty of cultured meat

Consumer appetite and interest for cultured meat is primarily driven by the novelty factor, explained Kevin Ryan, founder of Malachite Strategy and Research.

Ryan spoke alongside Charlie Arnot, the CEO of the Center for Food Integrity (CFI), and Eric Schulze, Vice President of Product and Regulation at Memphis Meats during CFI NOW: Cell-Based Protein – Consumer Appetite & Emerging Markets. 

“When people are asked [about their opinions on] alternative meats, they say that it is healthier and more environmentally friendly,” Ryan explained. “What’s interesting is that the number one reason, at this point at least, is curiosity.”

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