Written by: Unovis

Food From Thought: October 2021

DiCaprio invests in Mosa Meat and Aleph Farms, Dao Foods welcomes Rich Products, and more.

What’s in a name? A lot more than you might think.

Consider the fact that, as recently as the early 20th century, the common term for an avocado was “alligator pear.” Sound appetizing? It didn’t to California’s avocado farmers, which is why they lobbied for a name change back in the 1920s. They prevailed, and sales surged over the next century thanks in part to the more customer-friendly name.

Over the last few years, we’ve watched as the industry at large has moved away from “cellular agriculture” to embrace “cultivated meat” as the accepted term for meat produced through cellular means.

Why? Because, as Bruce Friedrich, founder and CEO of The Good Food Institute, explains: “Words matter, especially when it comes to food. Not only must food taste, look, and smell delicious, but the name needs to be appealing too. Nowhere is this discussion more salient than in the nascent industry of cellular agriculture.”

And, as with the alligator pear, consumers prefer cultivated meat over terms such as “lab grown” or cellular anything. It’s clearer, more descriptive and is reported as feeling less clinical in consumer surveys.

We’re pretty happy with that, and view this as another step in the journey toward wide customer acceptance. What do you think?

Alpeh Farms

Alpha Foods

Dao Foods



Matrix Meats

Miyoko’s Creamery

Mosa Meat



Wicked Kitchen

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Bridge2Food Summit + Expo, Plant-Based Foods & Proteins Americas 2021: Senior Associate Juliana Green recently participated in a panel discussion with Kitty Liang from Big Idea Ventures entitled “New Consumer Brand Propositions in Fish-Free, Meat-Free & Dairy-Free. Learn More

Future of Fish: Our own Chris Kerr recently participated in a panel discussion with Ali Tabrizi, the director of “Seaspiracy”, and Elise Bernal, Impact Finance Advisor with The Greenbaum Foundation. Watch Below.