Dive Brief:
- The term "clean meat" may more accurately describe the process and end product of meat created via tissue engineering as compared to the more commonly used phrase "cultured meat," according to the Good Food Institute.
- "Cultured meat" may confuse consumers, who could get the inaccurate impression that this type of meat is grown exclusively in a lab and isn't easy scalable.
- "Clean meat" easily refers to the primary "cleanliness" factors of this type of meat: Free of foodborne pathogens, free of antibiotic residues, cleaner for the environment and transparent.
Dive Insight:
Consumers' perceptions surrounding certain terminology in food and beverage are a critical component of successful marketing and engagement efforts.
"Clean meat" could clear up potential confusion surrounding the term "cultured meat," especially because the term "cultured" already has a common — and different — definition in areas like cultured dairy. Instead of wasting time and label real estate explaining what "cultured" means, manufacturers can focus on the attributes that make lab-derived meat stand out from meat that comes from from animal slaughter.
This terminology also lets manufacturers promote the antibiotic-free qualities of the meat. More consumers demand antibiotic-free meat today amid the industry's struggles against superbugs, like multidrug-resistant salmonella. Some meat processors have committed to removing or reducing antibiotics use while others, like Sanderson Farms, have defended their use of antibiotics and promote transparency about their usage instead.
These attributes are increasingly important to consumers as they become more eco-conscious and aware of the rise of recalls.