Nonprofit organisation Cellular Agriculture Australia (CAA) announces the launch of a new cellular agriculture language guide.

© Cellular Agriculture Australia

Cultivated, Cell-Cultured & Biotechnology

Cellular Agriculture Australia Launches New Language Guide to Standardise Terminology in the Industry

Nonprofit organisation Cellular Agriculture Australia (CAA) announces the launch of a new tool, Language Guide V1.0, developed to standardize and harmonise the terminology of the cellular agriculture industry. Using secondary research and input from sector leaders across the APAC region, CAA’s new Language Guide sets a unified terminology and key terms. At the same time, it provides optional communication guidelines for marketing and brand positioning strategies to help companies address language inconsistencies in their activities and product descriptions. Moreover, the CAA explains that a unified nomenclature is significant for the sector, the media, and consumers before approvals in the country. The cultivated meat company Vow is currently going through the first evaluations by food regulators in Australia. Additionally, other companies are also preparing to seek regulatory approval in …


Good&Green / FelsineoVeg

© Good&Green / FelsineoVeg

Politics & Law

Italy Becomes Next Country to Propose “Misleading and Backwards” Restrictions on Plant-Based Meat Labels 

The Italian government becomes the next in a growing list of those proposing restricted labelling on plant-based meat from using “meaty” terms, in a move ProVeg describes as “misleading and backwards.” The bill notes that its efforts represent an attempt to protect livestock production in the country, even though animal agriculture is responsible for about 20% of greenhouse gas emissions globally, explains ProVeg. “Plant-based foods emit half the amount of greenhouse gases as animal-based foods, so we need to introduce policies that actively encourage people to switch to more flexitarian diets,” urges Jasmijn de Boo, Vice President of ProVeg International. Nutritional concerns Furthermore, the bill argues that if plant-based meat brands use traditional meat terms on their labels, consumers could be confused about their nutritional …


upside foods cultivated chicken on a plate with veggies

© UPSIDE Foods

Studies & Numbers

Study Reveals Preferred Terminology for Cultivated Meat & Seafood in USA

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. However, there was some confusion about allergenicity even with the most popular terms. As a result, the researchers conclude that the packaging of …


Bruce Friedrich - Image Courtesy of The Good Food Institute

Cultivated, Cell-Cultured & Biotechnology

GFI Founder Bruce Friedrich: Why Cultivated Meat is Now the Preferred Term For Cell-Based Meat

GFI Founder and CEO Bruce Friedrich explores the increased sector alignment around the preferred category name for meat produced through cellular agriculture. Consumer and industry preferences In September 2019, UPSIDE Foods and The Good Food Institute (GFI) released the results of consumer research that we conducted with Mattson, North America’s most successful independent food and beverage innovation firm. That research indicated that the strongest term for meat produced through cellular (rather than conventional) agriculture is “cultivated meat,” as I discussed in some depth here. UPSIDE CEO Uma Valeti noted, “This made sense to us, since we’d already been referring to ‘cultivating meat in cultivators.’ I like the consistency.” Fork & Goode CEO Niya Gupta said, “I like ‘cultivated meat’ because it’s generic, like ‘organic.’ It …