Traditionally, the agricultural industry has communicated about
food issues to the public in a reactive manner (Graves, 2005). However, communicating proactively about cultured meat could allow the
agricultural industry to have greater influence in shaping consumers'
perceptions on the production of cultured meat. In an effort to better
understand the current messages being portrayed through the media
to consumers in the countries conducting cultured meat research, this
study sought to explore the information and information sources
used by the media to cover preliminary stories of cultured meat in
both the United States and the European Union. Gaining this knowledge will allow meat scientists to determine what information is
currently being communicated to consumers through the media, how
this information may be influencing consumers' opinions about cultured meat, and how they can shape future communication about cultured meat.