As part of our review for our partners “Cultivated Meat in Western Europe and the UK: Understanding the New Landscape of Consumer Acceptance,” we also focused on the topic “Cultural and Communication Insights.
The 2025 EIT “More Than Meat” report reveals a shift in European food culture — from “commoditized meat” (mass-produced, price-driven) toward “mindful meat,” characterized by ethics, quality, and moderation. Cultivated meat fits naturally into this evolving mindset, but only if it feels authentic and transparent.
Several communication insights emerge from recent research:
- Use relatable metaphors: The GFI Europe 2022 messaging report found that comparing cultivated meat to “growing plants from cuttings in a greenhouse” helps consumers understand and accept the technology.
- Humanize innovation: Consumers respond better to stories about scientists, farmers, and chefs collaborating than to technical explanations.
- Highlight sensory and ethical quality, not technology: Transparency builds trust, but overemphasizing laboratory imagery fuels skepticism.
- Leverage trusted messengers: Scientists and regulators are more trusted than companies. Partnerships with universities, culinary experts, and public institutions are key credibility drivers.
- Frame it as European leadership: Emphasizing regulatory rigor and innovation within the EU enhances legitimacy and reassurance.
Members of the European Parliament approved a ban on using names such as “burger,” “sausage,” or “steak” for plant-based products. These names are thus reserved for use with meat products. From our perspective at BeneMeat, this regulation essentially goes against what consumers want. Our company also prides itself on transparency. Therefore, when we know that we are developing something that truly is meat (cultivated meat cells), it seems fair to us to present it to consumers as such.
