Hype built the cultivated meat industry. Now it could end it.

With lofty promises and missed benchmarks, many cultivated meat companies are in danger of looking more like Theranos than world-changing startups. How can the industry balance excitement with honesty?

As the founder of Reducetarian Foundation, a non-profit organization focused on reducing societal consumption of meat, I’m of the belief that we’re never going to convince everyone to give up animal products altogether, so we need to come up with ways to fill that demand without destroying the planet. Cell-cultivated meat—meat grown from animal cells rather than slaughtered animals—could be one of those history-changing innovations, allowing us to feed the world without the dirty business of torturing animals.

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