Koert van MensvoortCreative Director
Future Food House in Rotterdam
Behold the first pictures of our Bistro In Vitro ice bar in the Future Food House.
During the World Food Festival, from September 19 to October 27, chefs, restaurants, artists and scientists share the latest developments in Rotterdam’s food culture, and in the world at large.
Gamers Care as Much for Their Avatar as for Their Best Friend
According to a study by brain researchers, regular gamers identify so strongly with their avatar – the character that executes their action in the game – they have the same emotions for their avatar as for their best friends.
Emotionally the avatar has a similar position as ones best friend, despite its “virtual” presence and the often longer lasting relationship with ones best friend, says neuroscientist Shanti Ganesh, who just defended her phd thesis on the topic.
When Virtual Experiences Seep into our Physical World
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Organic Coke Arrives
Five years ago we presented a speculative product called Organic Coke to stir a discussion on the use of natural imagery to market products. Last year we reported on an internal presentation of the Coca-Cola company that analyzed the opportunities of Organic Coke. Guess what? This month the soda-giant launches healthier and eco-friendlier option to consumers. They call it: Cola Life.
‘Coca-Cola Life’ is said to be an all-natural, low-calorie soda packaged in a fully-recyclable plant-based bottle. The drink is made with a mixture of sugar and stevia-based substitute, and contains two times fewer calories than regular Coke. The all organic sugar drink is launched in Argentina, with total world domination soon to follow. The website is a schoolbook parody of biomimic marketing, except that it is not a parody.
In-Vitro Hamburger Sponsored by Google
Minutes ago the world’s first lab grown hamburger was grilled in London. The cultured beef burger has been engineered by Prof Mark Post, who lived up to the promise he made some years ago.
More remarkable than the look & taste of the burger, which only stood out because it was presented in a petri dish and described by one of the panelist as ‘hot’, was the revelation that Serge Brin, co-founder of Google.com, financed the project.
Seven Future Visions on In-Vitro Meat
With today’s presentation of the first lab grown hamburger by Prof. Mark Post, in-vitro meat makes an important step towards our daily diet. Cultured meat could one day be a sustainable and animal friendly alternative to today’s meat production. Yet, despite this technological breakthrough, many people still find it is an unattractive idea to eat meat from the lab. Before we can decide if we will ever be willing to eat in-vitro, we need to explore the food culture it will bring us.
While most of the ongoing research focuses on duplicating current meat products (like hamburgers) and making the cultured beef affordable, sustainable and tasty, the envisioning of new meat products that fit this new technology is equally important. Just like industrial manufacturing brought us new furniture, in-vitro meat technology may lead to entirely new food products, beyond todays sausages, steaks and burgers.
Besides a Hamburger, What Else?
Although cultured meat is typically presented as a technology to solve problems like animal suffering, food scarcity and climate issues, the technology could also be framed positively: Eating in-vitro could bring us entirely new food experiences and eating habits that may enrich our lives.