16 April 2020

People will pay a premium for cultured meat if given the right information

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 today in the scientific journal PLOSONE.