Media Framing of the US’s First Cultivated Meat Approvals

In summer 2023, the USDA’s approval of Upside Foods and Eat Just’s cultivated chicken attracted considerable media attention. A recent study published in Future Foods analyzed 34 major news articles, including pieces from The New York Times, CNN, and Fox News, revealing how media framing profoundly influences public perception and regulatory outcomes.

Key Themes in Media Coverage

• “Real meat” messaging (92%)

  • A substantial majority of stories referred to lab-grown products as “real meat,” framing them as legitimate alternatives to traditional meat.

• Environmental and ethical benefits (91%)

  • Journalists emphasized the importance of reducing greenhouse gas emissions, conserving land and water, promoting animal welfare, minimizing the use of antibiotics, ensuring food security, and encouraging consumer choice.

• Technical feasibility concerns (79%)

  • Many reports highlighted the challenges associated with scaling up production and reducing costs.

• Focus on taste (71%)

  • Media coverage included both skeptical remarks, one individual noted they’d “rather eat [their] shoe,” and positive taste comparisons to conventional chicken.

• Context around climate and food demand (61%)

  • Reports situated cultivated meat within broader ecological trends, acknowledging investments from major meat processors like Tyson and Cargill.

Coverage often presented a dual narrative, with cultivated meat being portrayed either as groundbreaking or problematic (76%), thereby creating public ambivalence. Safety and labeling dominated regulatory discussions (68%), and only about half of the articles (53%) addressed potential concerns, ranging from environmental risks to unintended health effects.

Media Influence on Regulatory Trajectory

According to the study’s authors, “The optimistic framing of cell-cultivated meat as a more ethical and sustainable alternative notwithstanding, significant uncertainties and political resistance persist in media narratives, which likely influence regulatory pathways and consumer acceptance.”

They argue that media framing not only shaped public perception but also contributed to a two-year slowdown in regulatory progress. While the FDA has cleared Mission Barns’ cultivated pork fat and Wildtype’s cultivated salmon earlier this year, only Mission Barns has received the USDA’s green light. 

Image credit: Mission Barns

Legislative Roadblocks

Six US states have now passed bans or restrictions on the creation or sale of cultivated meat. Fifteen more states have proposed similar legislation in 2025. Internationally, Hungary and Italy attempted to impose bans, but were blocked by the EU. These developments highlight the influence of media coverage on policy, particularly when safety, labeling, and political identity themes are involved.

Why This Matters and Moving Forward

Media narratives influence consumer attitudes and the pace of regulatory acceptance. While many stories are positive, the juxtaposition with caution and confusion creates uncertainty. Messaging that brings the benefits to the forefront while responsibly addressing challenges could support more productive discourse and policy development. As cultivated meat enters a critical phase of commercialization, clear, balanced, and factual storytelling will be crucial in shaping public trust and shaping the future of sustainable protein.

Researchers recommend streamlined regulatory frameworks, clear labeling standards, robust quality assurance systems, and collaborative partnerships between government and industry. Such measures could help rebuild consumer trust and accelerate the technology’s integration into public markets.

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For additional educational resources on plant-based meats and other food innovations, explore the Educated Choices Program and The Good Food Institute’s “Food Innovation Series.”