Australians aren’t fond of the idea of eating fake meat, believing that despite it being known to be nutritious, it’s not ‘safe’ as it’s ‘unnatural’. By emphasising its ethical benefits, and stringent testing, brands can attempt to win over meat-loving Aussies who remain sceptical.

Alternative Selection has launched Australia’s first carbon neutral-certified beef in Singapore. As environmental concerns mount, some people are trying to reduce their meat consumption, but for those who still want to satisfy their tastes, sustainability has become a premium attribute.

Australians may love their meat, but they are not yet sold on the idea of lab-grown alternatives, with just half saying they would try it. It ticks all the boxes for environmental concerns, animal welfare and even taste, but the one final hurdle to overcome is the mystery of the science itself.

Will people compromise taste for wellbeing? Why are beverage brands experimenting with cannabis? Can ‘cultured meat’ overcome its image problems? In this part of the 2019 Expert Outlook, we speak to three experts about how health and environmental concerns are affecting eating and drinking habits.