What Does ‘Cell-Cultivated’ Meat Even Mean? The USDA Thinks You Should Know

The United States government is getting closer to answering a question most shoppers haven’t yet thought to ask: What exactly are we eating and how should that be labeled?

This summer, the U.S. Department of Agriculture (USDA) is finalizing new national rules for labeling and marketing lab-grown meat, also known as cell-cultivated meat. The change comes as a growing number of states, including Texas, move to ban the product entirely, while consumer awareness of this emerging category remains low.

At the heart of the debate is a term many Americans haven’t yet heard: “cell-cultivated.” That’s the label the USDA has proposed using in official guidance, aligning with language adopted by the Food and Drug Administration (FDA) and supported by industry groups like the Good Food Institute (GFI). These groups argue that “cell-cultivated” better reflects the production process and avoids the misleading implications of terms like “lab-grown.”

Unlike traditional meat, which comes from slaughtered animals, cultivated meat is grown from animal cells in food-safe, brewery-like facilities using nutrients to form real muscle and fat tissue. The USDA’s guidance aims to clarify how these products appear on packaging, particularly as more companies prepare to scale.

What is the USDA proposing?

Under the proposed rule, companies would be required to include “cell-cultivated” in the product name. For example, a chicken cutlet grown from animal cells might be labeled “chicken breast, cell-cultivated” instead of just “chicken.” Optional explanatory language — such as “grown from real animal cells without slaughter” — may be permitted on a case-by-case basis.

According to the USDA, the proposed terminology is designed to strike a balance between consumer clarity, scientific accuracy, and fair marketing as this emerging category enters the market.

Industry pushback — and state-level crackdowns

The U.S. Cattlemen’s Association (USCA) is advocating for stricter rules — including a separate USDA inspection stamp for cultivated products — and stronger safeguards to protect conventional meat producers and prevent confusion with conventional beef.

That sentiment is echoed across the cattle industry. As Gene Copenhaver, president-elect of the National Cattlemen’s Beef Association, recently wrote in Beef magazine: “That’s why NCBA has been working on regulations and legislation that require very clear labeling on these products. In one quick look, every American at the grocery store should be able to tell exactly which products come from a real cattle producer and which products are manufactured in a lab. No consumer should ever be tricked into eating something they don’t want to eat, and that’s why labeling requirements are so important.”

That message has gained traction at the state level. On June 25, Texas became the seventh state to ban the sale of cultivated meat entirely. The Texas and Southwestern Cattle Raisers Association publicly supported the measure, citing food safety concerns and long-term risks to the state’s ranching economy.

Public awareness is still catching up

While regulations are evolving, public familiarity is lagging. According to a May 2024 survey commissioned by the Good Food Institute and conducted by Morning Consult, only 27% of U.S. adults say they’re familiar with cultivated meat, even after it’s explained as meat grown from animal cells.

The survey also found that the more widely known term “lab-grown” had higher recognition (38%) but significantly lower appeal. Nearly 67% of respondents said “lab-grown” sounded unappealing, compared to 53% for “cultivated.” GFI notes that this distinction is crucial as new terminology shapes perception and purchase intent.

Who’s open to trying cell-cultivated meat and why that matters

Younger and male consumers are more likely to try cultivated meat. The same GFI survey found that 36% of Millennials and 32% of Gen Z said they’d try it if offered a free sample, compared to 24% of Baby Boomers. Men were nearly twice as likely as women to express willingness to try it (36% vs. 20%).

Curiosity doesn’t equal certainty. A third of Americans say they don’t know whether cultivated meat will taste better or worse than conventional. Just 27% believe it’s better for the environment. With federal labeling rules pending and state bans already in effect, the debate isn’t just about science or semantics — it’s about trust.