How to sell labriculture: Less lab, more culture

In the near future, we will be able to mass-produce meat directly from animal cells. This cultured meat could change the world -- or it could falter like GM 'frankenfoods.' Writing in Frontiers in Nutrition, researchers warn that the most common media framing of cultured meat -- as a 'high-tech' innovation -- may be the least effective in garnering consumer acceptance.