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tHE 'MASCULINITY OF MEAT' IS THE BIGGEST THRESHOLD FOR MEAT SUBSTITUTES

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Consumer, Barriers to green
11-02-2019
Since prehistoric times, meat has been associated with masculinity. And this association has been gratefully used and emphasized by advertisers, making the connection firmly anchored in our collective memory. Consumers have been trained for years to think that eating meat provides strength, self-confidence and virility. This has created a major barrier to the adoption of meat substitutes.
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"This is probably one of the most difficult disruptions we are going to see in the food industry because the consumption of animal protein is so closely linked to our own evolution as a species," says Ethan Brown, CEO of Beyond Meat.
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  • The F-o-F Institute
    • About us
    • Meet our team >
      • Etienne Zervaas
      • Durk Bosma
    • Join us
  • Consumer Research
    • Innovation >
      • Innovation Validation
    • Communication and branding
    • Strategy
    • Quantitative Research
    • Qualitative Research
    • Catering inView
  • Insights & trends
    • Consumer Trends >
      • Plant Based Plate
      • Guilt Free
      • Barriers to Green
    • Chain Links >
      • Big Food Responsibility
      • Circularity
      • New Business Models
      • Short Chains
    • Science >
      • Tech Triumph
      • Power of Nature
      • Urgency!
    • Politics >
      • Political Plans
      • Corona Recovery
  • Food Forum
  • FoodSHIFT.global
    • 5 most important lessons
  • Contact
    • Future of Food Newsletter