Here’s something to chew on: many older consumers wince at the thought of fake steak, but ask one of tomorrow’s grocery shoppers about it, and you’re likely to get a more positive response. We don’t know how this bodes for the future of livestock production, but it’s food for thought…and it could have huge implications for agriculture.
Owen Roberts is a faculty member in the Agricultural Leadership, Education and Communications program at the University of Illinois. As an agricultural journalist, he is the past president of the International Federation of Agricultural Journalists and a lifetime achievement award recipient from the Canadian Farm Writers' Federation. His programs and research papers have been recognized nationally and internationally through awards from the Journal of Applied Communications, the National Agri-Marketing Association, the Association for Communications Excellence, and others.
