As the hype around lab-grown meat grows, the words of Dr. Frank N. Furter in cult classic The Rocky Horror Show could originate from almost any of the cultured-meat companies poised to take their meats to market. And as the expectation grows, many will be pleased to know that we may be enjoying cultured burgers as early as the end of 2020.
American food journalist, Chase Purdy, has explored the current race to end animal agriculture as we know it in his book Billion Dollar Burger. From California to the Netherlands and on to Israel, Purdy looks at the history of cultured meats, at which companies are succeeding, and probes the science behind the process and envisages future trends impacting the cultured meat industry.
Purdy also has another agenda. As good as this technology may sound, he wants consumers to have the facts. The firms playing in this emerging space are tech companies as much as they are food producers, and Purdy believes consumers need to be asking the right questions to keep this nascent industry fully transparent.
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