Update February 2025: This research is currently ongoing. We will share the open-access outputs upon project completion.
Cellular agriculture technologies face a major challenge from coordinated misinformation and disinformation campaigns designed to delay progress, block regulatory approval, and deter consumer interest. Recent bans on cellular agriculture products in Italy and Florida were heavily influenced by these campaigns, which stirred public fear by promoting misguided concerns about food safety, cultural heritage, and dystopian futures. Misinformation campaigns have previously been effective in shifting public opinion on GMOs, climate change, and more recently, plant-based meat products.
To counteract this, this project will involve the development of a comprehensive taxonomy of current contrarian claims relating to cellular agriculture technologies and products. This will be used to empower the industry to better anticipate, address and counter misleading narratives. Through this proactive initiative, it is hoped that we can build and maintain public trust in cellular agriculture products and technologies.
“This project builds on CAA’s efforts across APAC to create a common foundation of language for the cellular agriculture sector. The taxonomy will empower the industry to understand how others are talking about the sector, and communicate in a manner which builds familiarity and trust with a diverse range of stakeholders,” says CEO Sam Perkins.
This research will be led by Dr. Adam Cardilini, and assisted by previous CAA seed grantee Sarah Cook.
Researcher profile: Dr Adam Cardilini
Dr Adam Cardilini is a lecturer in environmental science at Deakin University. He describes himself as an educator, scientist and advocate who wants to help create a better world for people, animals and the environment. Adam is interested in how cellular agriculture is framed and perceived and how this impacts its success as an alternative to traditional farmed animal products. He is currently working on projects investigating Australians’ perceptions of cultivated seafood and identifying forms of misinformation about cellular agriculture.
Project outputs will be made available upon completion.
.jpg)