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In the course of learning about the flavor, chemistry and textures of meat and so forth, we know quite a lot about the difference between pork and beef. And we know other meats from animals, so to speak, where you set the knobs with respect to the flavor chemistry. And we can navigate that whole space. We can create things that would be unmistakabl... See more

[...] meat, to a meat consumer, is defined by the sensory pleasures, the nutritional value, the cooking behavior, the familiarity, the affordability. And the way it's made is something that they try to think about as little as possible. So what that means is that for us to call our product meat, is actually just reflecting consumer perceptions — if... See more