Last June, the U.S. Department of Agriculture (USDA) approved the sale of cell-cultured chicken, making it the second country in the world after Singapore to do so. Upside Foods, a U.S. company that produces and sells cultured meat, creates a texture similar to chicken breast through a process where animal cells grow and intertwine to form a sheet. The company describes its product as food worth fighting for. Carbon emissions from the production of beef, pork, and other meats account for 57% of total food production, so the core idea that Upside Foods is trying to convey through cultured meat is "sustainable meat." Although it still needs to overcome technical obstacles such as mass production, this case can be seen as a step towards the next realm of human intelligence, confirming that we are no longer simply standing above nature when it comes to the topic of "food."

Expressions such as "natural extracts" and "natural" have long been effective in communicating or raising awareness of the value of products that touch or are absorbed by our bodies in various forms and functions, such as cosmetics, food, and household goods. This stems from the perception that the human body originates from nature and the view of nature as an organism and a living being. Therefore, in order for the food industry to grow in a generative paradigm beyond extraction, it will be necessary to go through a process of understanding the changes in the relationship that people today have with their bodies. ROC conducted ethnographic research on 20 men and women aged 20 to 60, and the following are interesting patterns related to the correlation between health and body love:

First, health is experienced as a daily state. A 40-year-old male patient who injured his waist first mentioned his regret for not being able to achieve his daily goals, such as business trips and golf, due to the pain in a conversation with a medical professional. A 60-year-old woman who walked home after getting off one bus stop earlier every day for exercise also conveyed her symptoms of knee pain through changes in her daily behavior. These cases suggest that the perception of being "healthy" is actually experienced very vaguely, and that external and internal suggestions about what is good or bad for health are not clearly accepted.

Second, food choices are influenced by personal and family belief systems. There were cases where people naturally learned from their parents the empirical perception that they should eat meat when they are sick, or where memories of the slaughterhouse they saw as children gave them a sense of aversion to eating meat as adults. A 50-year-old female owner who calmly mentioned the minimum sugar use standards in her cookie shop after seeing the excessive use of sugar in the pastry industry confirmed her pride. This means that while participants were able to clearly present their personal justifications for food to avoid, or food not to eat, making it easier to connect to daily practices, they consistently confirmed ambiguous responses as to what was a better choice.

Third, food choices include a sense of prevention. One of the biggest questions in the medical field is about compliance. People know that they are sick in many small ways or that their bodies' normal functions are incomplete. They talk about investing in Pilates or home training or taking related medications to improve their shoulder range of motion or reduce back pain, but in many cases they were experiencing daily limitations that were not sustainable. One of the most common tactics people with health conditions who have to avoid alcohol, spicy and salty foods choose is food at a preventative level. Attempts such as choosing whole wheat bread burgers, reducing milk tea intake, or reducing overall food intake are based on the justification that "at least you have to eat even if you don't take medicine," which could be an opportunity for related companies.

People react more clearly to the approach of eating less poisonous food, but they experience ambiguity about what is personally appropriate, which can be both a barrier and an opportunity for the food industry in the future generative paradigm. This is also true for spending on skincare, health supplements, sunscreen, etc. Investment is taking place in the realm of belief and trust that will be confirmed over time. Perhaps the answer to this lies in understanding the meaning of food and the customary perceptions associated with it within the smallest unit of the community to which the individual belongs, such as family, which influences food choices and purchasing decisions.

References

Upside Foods, a cultured meat company, "Bill Gates was also attracted"

Why Singapore is the only country in the world to sell "lab-grown meat"

Insiders Reveal Major Problems at Lab-Grown-Meat Startup Upside Foods

Even if only 20% of beef consumption is replaced with artificial meat, it will save the earth

Are we listening to the gut?⁠⁠⁠⁠⁠⁠⁠