Food System Innovations, Science Communication, and Deficit Model 2.0: Implications for Cellular Agriculture

This commentary examines the emerging field of cellular agriculture, which aims to use the tools of synthetic biology to create a world of abundant, nutritious, sustainable, and ethical meat and other animal products without animal slaughter. Concerned that a lack of public acceptance could present an obstacle to success, the field has coalesced around a set of communicative practices – based not only in sharing information, but also in communicating shared values – that industry leaders believe will prove effective at persuading the public. We term this paradigm “Deficit Model 2.0,” a hybrid framework that retains essential elements of the traditional deficit model of science communication while incorporating new understandings of culture and public engagement into the approach. We outline the deficiencies of this perspective and offer suggestions for a more sustainable approach to cellular agricultural and its food system communication strategy.