Although considerable research still needs to be conducted before
cultured meat or another meat alternative is ready for large-scale
production and consumption, it is important for the meat industry
to be aware of the cultured meat information being communicated
to consumers through the media. Consumers often look to media for
information concerning food issues; therefore, to understand how
the media influences consumers' opinions of cultured meat, it is necessary for leaders in the meat industry to be aware of media coverage
surrounding cultured meat (Meyers & Abrams, 2010). The future
impact of cultured meat on the meat industry could be dependent
on consumers' opinion of the product. Understanding the perceptions
consumers are developing as a result of media coverage is integral in
preparing the livestock and food production industry to address the
future of cultured meat. Additionally, the meat industry has an opportunity to influence media coverage and communicate proactively
about cultured meat with consumers, as media coverage and consumer awareness of cultured meat are still in its infancy.