On 23 January 2024, the B-Trust project hosted an insightful co-creation workshop in La Rioja, Spain, bringing together consumers to discuss the potential of cultivated cells in food production. Under the theme “Eating the Cells”, participants engaged in open discussions, sharing their perspectives on the future of food innovation and the role of biotechnology in shaping more sustainable alternatives.

This session was part of the B-Trust Co-Creation Programme, which aims to build trust in biotechnology by involving consumers in the early stages of innovation. The discussion focused on perceived benefits and challenges, consumer expectations, and the role of transparency in fostering public acceptance of cultivated food technologies.

Key Takeaways & Next Steps

Consumers showed a strong interest in how cultivated cells could reduce environmental impact, particularly regarding land use, water consumption, and carbon emissions.
The need for clear, accessible communication about the safety and production processes of cultivated foods was a recurring theme.
Many participants were open to trying cultivated products, provided there is transparent labelling and scientific backing on health and sustainability benefits.
The discussions will directly contribute to the B-Trust Risk-Benefit Assessments, refining strategies to bridge the gap between innovation and consumer trust​.

As part of the B-Trust methodology, insights from this workshop will be validated in subsequent sessions and integrated into a broader European co-creation initiative. These findings will soon be shared with policymakers, industry leaders, and research institutions to guide the responsible development of cultivated foods​.