A Hard Sell: Bringing Cultured Beef to Market

In the hundred-plus years since journalist Upton Sinclair shined a light on the deplorable conditions in the U.S. meat packing industry in his groundbreaking exposé, The Jungle, per capita meat consumption for Americans has increased 63%. Can the world continue to feed its growing meat-eating population? New technologies have the potential to revolutionize the meat industry by growing tissue culture beef… but, how do you market against the “yuck” factor? Harvard Business School professor Jose Alvarez discusses his case study, “Disrupting the Meat Industry: Tissue Culture Beef.”