Science is awesome. It can also be creepy. And as we saw from consumers’ responses to genetic engineering, triggering that darker chord can have real economic consequences.
Cell-based meat promises an exciting alternative to the ills of modern animal agriculture. But it can have no market without consumer trust, and trust starts with strong oversight and clear labeling.
Americans have demonstrated time and again that we care about where our food comes from. With the right approach, that impulse will be a selling point for cell-based meat. Try to fool us, and risk triggering a very different response.