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People will pay a premium for cultured meat if given the right information
17 April 2020
News
If people are properly informed about cultured meat, most are willing to pay nearly 40 percent more for it than for regular meat, according to research at Maastricht University (UM), where Professor Mark Post created the world's first lab-grown hamburger in 2013.
Now at UM, for the first time a study has been conducted on consumer acceptance in which participants were actually able to sample meat labelled as grown in the lab. The findings of the Maastricht researchers were published in the scientific journal PLOSONE.
“This study confirms that cultured meat is acceptable to consumers if sufficient information is provided and the benefits are clear,” says Mark Post. “This has also led to increased acceptance in recent years. The study also shows that consumers will eat cultured meat if they are served it.”
UM-researcher Nathalie Rolland added: “I was surprised by the results of the study and the participants’ acceptance level. This study shows the importance of reliable and accessible information for consumers. Interestingly, all participants were willing to eat a piece of meat they believed to be cultured. That is a step further than just verbally accepting.”
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