What’s in a name?

Photo credit: GOOD Meat

Agenda

Importance of harmonised nomenclature

Studies done to date on harmonised nomenclature:�1. Mattson

2. Rutgers

3. GFI Europe

Industry alignment

Nomenclature MOU

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3

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Photo credit: Shiok Meats

Why is a common term important?

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Objectives

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✔ To build a sector that has a shared and compelling identity

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✔ To ensure clear messaging using harmonised nomenclature and explanations

GFI partnered with Mattson to explore, test, and hone communication materials and to find a name for meat produced through cellular agriculture.��Through this work, we developed three different tools:

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• A narrative framework for explaining cellular agriculture to the general public
• A visual analogy for illustrating the parallels between cellular agriculture and a more familiar form of food production
• An analysis of the benefits and challenges of different names

Outcome 1 of the Mattson study was an explanation drawing on parallels in cultivation

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Sources: https://gfi.org/blog/cultivatedmeat/

Mattson

1

Rutgers

2

GFI Europe

3

“Rather than raising and slaughtering animals, we can cultivate meat. We can grow the same cells in what’s known as a cultivator, as this cultivator facilitates the same biological process that happens inside an animal. Cultivating meat is similar to the way we help plant cuttings to take root in a greenhouse which provides warmth, fertile soil, water, and nutrients, as is shown in this narrative visual.”

Outcome 2 of the Mattson study was the distillation to one term with the most clarity

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Sources: https://gfi.org/blog/cultivatedmeat/

clean meat, cell-based meat, craft meat, cultured meat, slaughter-free meat, cell-cultured meat, cell-raised meat, cultivated meat, made meat, cellstock meat, nanopastured meat, propagated meat

cell-based meat, cell-cultured meat, cultured meat, �cultivated meat

cultivated meat

Over 400 names from the media and industry in use were identified

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2

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Identify:�✔ neutral,�✔ descriptive, and�✔ differentiated terms

Triangulate with term most appealing to consumers

Mattson

1

Rutgers

2

GFI Europe

3

Another in-depth study on nomenclature

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A seafood study from Rutgers University, funded by BlueNalu, involved a quota sample of more than 3,000 US adults

• ‘Cultivated seafood’ outperformed ‘cultured,’ ‘cell-based,’ and ‘cell-cultured’ across positivity, nutrition, imagined taste, likelihood to purchase, and naturalness. �
• ‘Cell-based’ and ‘cell-cultured’ performed better for differentiation from conventional seafood, but were more likely to be seen as the product of genetic engineering.�
• So, if your aim is to make clear to consumers that this NOT a product they are familiar with, ‘cell-based’ or ‘cell-cultured’ may be the best term for you. If your aim is to lean into positive feelings of familiarity, ‘cultivated’ is the stronger option.

Mattson

1

Rutgers

2

GFI Europe

3

European messaging for cultivated meat

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GFI Europe commissioned international communications agency Team Lewis to conduct a study focused on nomenclature that would help consumer adoption in French, German, Italian and Spanish languages.

Mattson

1

Rutgers

2

GFI Europe

3

European messaging for cultivated meat

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Takeaway 2: �There is a substantial potential market for cultivated meat. �

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Takeaway 1�Scientific language was universally off-putting, but using the metaphor of growing plants from cuttings in a greenhouse to explain meat cultivation resonated in all four countries.��

% representing participants who would buy cultivated meat

Mattson

1

Rutgers

2

GFI Europe

3

European messaging for cultivated meat

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Takeaway 3: �Messages that persuaded consumers of the benefits for buying “cultivated meat” varied significantly for each country.

Mattson

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Rutgers

2

GFI Europe

3

GFI analysis shows broad global alignment around the term "cultivated"

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Sources: https://gfi.org/blog/cultivated-meat-a-growing-nomenclature-consensus/

75%

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20%

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5%

2020: GFI’s analysis of industry players’ preferences

2021: Company CEOs’ preferences

MOU aligns APAC stakeholders

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MOU signatories in APAC

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Japan Association for Cellular Agriculture

Interested in signing the nomenclature MOU?

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Visit our website:

�https://gfi-apac.org/aligning-cultivated-food-nomenclature-across-apac/