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Future of Protein Production 2026: Consumer psychology expert on what shapes cultivated meat acceptance

13 Nov 2026 | Cellular Agriculture Manufacturing Hub

We speak with Jasmina Stevanov, lecturer in consumer psychology at the University of Bristol Business School and the Cellular Agriculture Manufacturing Hub at the Future of Protein Production 2026 in Amsterdam. She examines how consumers perceive cultivated meat, why reactions to novel foods are more nuanced than simple acceptance or rejection, and how producers can communicate innovation in ways that resonate with consumer expectations.

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