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What Needs to Happen to Convert Mass Meat Lovers to Alt-Meat?


Evolving plant-based meat to bridge the gap for meat lovers: with environmental concerns, global supply chain crises and food security risks taking centre stage worldwide – the pressure is on to create a sustainable alternative to meat that is enjoyed by all. However, convincing the bulk of the population – big meat eaters – to make any meaningful lifestyle shift seems like an insurmountable challenge.


Eshchar Ben-Shitrit, CEO and founder of Redefine Meat, which is developing 3D printed meat, explores the Alt-Meat movement and the new emerging technologies that will meet this challenge. How do we make Alt-Meat as enjoyable as meat, to create a new industry as big and diverse as animal meat?

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