Articles | Volume 81, issue 3
https://doi.org/10.5194/gh-81-463-2026
https://doi.org/10.5194/gh-81-463-2026
Standard article
 | 
07 Aug 2026
Standard article |  | 07 Aug 2026

From lab to table: promissory narratives and the future of protein production in response to global crises

Frank I. Müller, Frank Meyer, and Judith Miggelbrink

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Cited articles

Ahmed, S.: The Promise of Happiness, Duke University Press, Durham and London, https://doi.org/10.1215/9780822392781, 2010. 
Aleph Farms: Aleph Farms: Once upon a time…, YouTube [video], https://www.youtube.com/watch?v=EWR7hPl1EQo (last access: 25 November, 2024), 2019. 
Avant Meats: Avant's Cultivated Fish Fillet, YouTube [video], https://www.youtube.com/watch?v=23JuVPxMB-Q (last access: 25 November 2024), 2020. 
Bateman, J.: Triangulating transmediality: A multimodal semiotic framework relating media, modes and genres, Discourse Context Me., 20, 160–174, https://doi.org/10.1016/j.dcm.2017.06.009, 2017. 
Beck, S., Jasanoff, S., Stirling, A., and Polzin, C.: The governance of sociotechnical transformations to sustainability, Curr. Opin. Env. Sust., 49, 143–152, https://doi.org/10.1016/j.cosust.2021.04.010, 2021. 
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Short summary
We look at how cellular agriculture (CellAg) companies use visual storytelling to embed research on and the production of lab-grown meat within larger environmental themes. The videos highlight lab-grown meat as a necessary shift from traditional farming towards a more sustainable food production. We identified six main narrative patterns, such as technological advancement, scale of production, and ethical benefits, showing how CellAg companies promote their technology as eco-friendly and viable.
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