Future of Foods Interviews - Alt Proteins, Cell Agriculture, an End to Factory Farming. cover image

Future of Foods Interviews - Alt Proteins, Cell Agriculture, an End to Factory Farming.

Branding cultivated meat - Siena Dexter and Lauren Tracht

Jan 4, 2024
Branding experts Lauren Trakht and Siena Dexter discuss positioning cultivated meat in supermarkets, the significance of human connection and community in marketing, alternative branding strategies inspired by La Croix and Juicy Marbles, affordability and effective marketing techniques for cultivated meat, and targeting a wider range of demographics for its marketing.
59:19

Podcast summary created with Snipd AI

Quick takeaways

  • Positioning cultivated meat as a third option alongside vegetarian and traditional meat, requires understanding consumer motivations and preferences, with marketing efforts focusing on taste, cost, convenience, and health factors.
  • Government support, funding, and legislation are crucial in paving the way for cellular agriculture, while marketing strategies for cultivated meat should be built around consumer needs, emphasizing taste, cost, convenience, and health, and creating community engagement through events and brand loyalty.

Deep dives

Cultivated meat faces challenges in consumer acceptance

Selling cultivated meat to the broader public is expected to be challenging due to factors such as consumer choice and price point. Positioning cultivated meat as a third option, alongside vegetarian and traditional meat, requires understanding consumer motivations and preferences. Convincing the public to choose cultivated meat will involve addressing concerns related to taste, cost, convenience, and health. Marketing efforts should focus on creating community, hosting engaging events, and normalizing the product. Government support, funding, and legislation are crucial in paving the way for cellular agriculture.

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