Mission Statement

As a scientist it has been impossible to ignore the recent growth surges in future food and other related fields. Future food will lead to food sustainability, has the potential to solve many of the world’s environmental problems and most importantly, it is 100% feasible. Constantly using keywords such as are plant proteins, haem, satellite cells, 3D printing, extraction and recombinant technique has become the norm.

While there is not more than 10% of the world population is researchers in 2017 by United Nations, there are more than 30% of vegetarians. In that sense, even if all the researchers are vegetarians, they are still 20% of the target market do not catch a word of what we are talking about.

When we talk about a target market for future food, vegetarians are definitely the first group of people that comes to our mind. If you are more ambitious, those 90% of the non-researchers, either meat-lover or vegetarians are also within our reach. Do any of those keywords make any sense to them when they go grocery shopping?

Scientists miss all the chances to communicate to the general population; vice versa the general population could not express their concerns to the issue. The surveys we have now are still superficial, asking questions on health, legal and ethical concerns, naturalness, taste, price and animal welfare (Verbeke 2015; Laestadius 2015; Wilks 2017). There is even a question about the name of lab-grown meat: clean meat, in-vitro meat or unconventional meat which doesn’t sound too zombie-like to you (Stephens, 2018)?

All research starts with technical considerations, but understanding what the market needs, is necessary for improvement and development of products. We need to step into every household and see how people live their lives: how they shop, how they store their food, how they cook, how they save leftovers and how they pack their lunch.  

This is my sole motivation for starting this blog. To be a bridge between scientists and the general public. An attempt to bring scientists into closer contact with potential co, and convey the voices of YOURSELF and the people to US the scientists.