CellAg Germany is interested in joining a consortium working on projects that explore the cultural and psychological dynamics shaping domestic food practices related to animal-based products, as well as the factors influencing the adoption of alternative proteins. Recent research (e.g., Stanford Food Lab 2025) suggests that interventions such as choice architecture, nudging, and PTC (price/taste/convenience) parity are necessary but not sufficient to drive lasting behavioral change. This highlights the need to investigate additional factors—such as cultural traditions, identity, and symbolic meanings of food—that may play a crucial yet underexplored role in shaping consumer choices.

CellAg Germany is a German non-profit organization dedicated to advancing cellular agriculture and precision fermentation. Our mission is to provide neutral, science-based information that enables consumers, policymakers, and the broader public to make informed decisions about emerging food technologies. In this role we've successfully run several projects including informing and engaging the public through social media, Germany's first cell ag summit, an academic webinar series, and foster knowledge among political decision makers.