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FEAT (FuturEATing)

THE PROJECT

Biotechnologists, psychologists, philosophers, semioticians and jurists give life to the FEAT (FuturEATing) project. In the midst of an unprecedented ecological crisis, different skills come together to understand what the “food of the future” is and will be, particularly in the cellular agriculture sector. The aim is to understand how to overcome traditional food production and consumption systems and share new knowledge and skills with interested companies.

About us

CULTIVATED MEAT

“A process that allows you to get meat without killing animals”

“Cultured meat” is obtained by taking a small sample of cells from an animal, through a harmless procedure, and then multiplying these cells in a fermenter similar to those used to produce beer. It is a process that allows you to obtain meat without killing animals and without many of the problems of current production systems, from pollution to land consumption to antibiotic resistance.

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A food “good to think with”

Shopping and eating are moral acts: choosing a food instead of the one next to it on the shelf means supporting a certain production model and the values ​​that this brings with it, and discarding others. Knowing the moral principles underlying cellular agriculture can help us make informed choices, avoid preconceived positions and set up correct product communication.

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The floor to the consumers

But what do those who shop for groceries think of cultured meat? Between undeniable barriers and facilitating factors, we tested people’s taste for this new food. In this section you will find summary documents and links to articles with the main results of our research.

According to the Italian sample, cultured meat is:
A good idea:41%
41%
A bad idea:37%
37%
I dont’n know:22%
22%
According to the Italian sample, compared to a traditional beef burger, a cultured meat burger should cost:
More:15%
15%
Lower:45%
45%
Same:40%
40%
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HUNGRY FOR… COMMUNICATION

“Cultivated”, “cultural”, “fair”, “sustainable”, “synthetic”, “innovative”, “clean” meat: how many (and which) names for a single product? Which is the most suitable to effectively communicate such an innovative food? And what packaging, point of sale and marketing choices can encourage this process? Taking care of every detail to tell new tastes and collective imaginations.
Would you like to know more?

HUNGRY FOR… COMMUNICATION

“Cultivated”, “cultural”, “fair”, “sustainable”, “synthetic”, “innovative”, “clean” meat: how many (and which) names for a single product? Which is the most suitable to effectively communicate such an innovative food? And what packaging, point of sale and marketing choices can encourage this process? Taking care of every detail to tell new tastes and collective imaginations.
Would you like to know more?

News

Cultured meat before cultured meat

Comunication

Molte tecnologie che noi oggi utilizziamo quasi senza pensarci sono state anticipate nei racconti di fantascienza lungo tutto il Novecento: dal telefonino al computer a Internet

Tanta carne a cuocere ma poca sostanza

Comunication

Da poco più di un anno in Italia i riflettori del dibattito pubblico sono puntati su una nuova tecnologia, la carne coltivata. Il tono della discussione, però, come spesso avviene nel nostro Paese, è tutt’altro che pacato.

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News

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Endorsement

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