A study by Chris Bryant of the University of Bath and Marlana Malerich of the University of Edinburgh has examined US consumers’ preferred terminology for cultivated meat and seafood products.
Whereas the standard as put forward by Bruce Friedrich and the GFI accepts usage of “cultivated” as a term to be used within the industry and media, this research aimed to establish which terms perform best amongst consumers with regard to clarity, consumer appeal, and communication of safety and allergenicity. The clear winners were “cell-cultured” and “cell-cultivated”, with terms that sound less natural — such as “lab-grown” and “artificial” — performing poorly.
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