Masterclass - Co-Creating Trust: Eating the cells

Curious what people really think about cultured meat and seafood? Join our masterclass to explore public perceptions, trust-building, and the future of food innovation.

What shapes public perception of emerging food technologies like cultured meat and seafood?
Join us for this insightful masterclass as we delve into how consumers interact with innovation in the food system. Drawing on findings from the B-Trust project’s co-creation workshops and fresh survey data from FEASTS, we’ll uncover what people really think about these novel foods.

Together, we’ll explore the diverse perspectives that shape consumer attitudes, identify key audience profiles, and discuss effective strategies to build trust and encourage meaningful dialogue. By weaving together scientific, ethical, and social dimensions, this session will spotlight how inclusive engagement can pave the way for the responsible evolution of food biotechnology.

Programme

09:00-09:05              

Welcome and introduction to eating the cells by Sofia Ros, Project Manager, Cluster FOOD+i               

09:05-09:20             

Cultivating the Future: Scenarios, Social Acceptance and Technical Readiness by Carlos Campillos, Public Affairs Manager - Spain | GFI (Good Food Institute) Europe 

09:20-09:35             

Take-aways from B-TRUST co-creation workshops with consumers and farmers by Veerle Rijckaert, Co-Founder, Alice Down The Rabbit Hole and Nina Kellner, innovation manager at Flanders’ FOOD and project coordinator of the B-Trust project

09:35-09:50             

Consumer perception regarding cultured meat and seafood, FEAST survey results by Prof. Pol Chrysochou, Coordinator for Industry Cooperation at MAPP, Aarus University

 09:50-10:05            

Overview of persona profiles of different consumers and how to approach/engage them by Charis Hoffman, Project Manager, CSCP

10:05-10:20              

Industry perspective on consumer acceptance by Iñigo Charola, Co-Founder & CEO, Biotech Foods.

 Wrap up and end of the masterclass

Join us and please register as follows:

Before you can register to the online masterclass, you have to sign up at the platform: 

• Please click here or copy: https://www.worldlabs.org/event/masterclass-5-eating-the-cells
• Click "going" 
• You will be asked to sign up - either in a menu popping up or at the bottom of the screen on the right side "sign up" or "join" 
• Please register  
• You will then receive a confirmation email from Worldlabs

 

About B-Trust

Food & Bio Cluster Denmark is a partner in the EU-funded B-Trust Project in which we offer you a series of masterclasses.

"The effective application of biotechnology in agri-food and biobased sectors – think of microbial protein, cultivated meat, production of milk components using micro-organisms, biodegradable plastics, …-  plays a crucial role in building a sustainable European future. B-Trust wants to contribute to the valorisation and implementation of these groundbreaking technologies by focusing on building consumer trust and broader stakeholder acceptance. Tackling trust related hurdles is as critical as addressing technological, economic and regulatory challenges, in view of delivering impact at scale with these biotech solutions." –  Flanders’ FOOD, Project Coordinator

Read more about the project here https://btrustproject.eu/about/