Tuesday, August 6, 2013

Synthetic meat: is it "natural" food?

Monday's big food news was the great reveal and taste test of a burger made of lab-raised cultured beef. It smelled like beef. It tasted like beef. It could have been juicier. Yet this remarkable advance met with a deluge of people finding the prospect icky and unnatural. When the psychologist Paul Rozin studied the prevalent preference for natural foods in five European countries and the US, his team concluded that, for many people, natural is a concept for good that is like god. "That is to say," says Rozin, "you don't argue with people about whether they believe in god or not and you don't try to tell people that natural isn't really good