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The source defined and described cultured meat as follows: "A few years ago, the first piece of meat was grown directly from cow cells, without slaughtering or even harming the animal. By sampling the cells which are responsible to renew muscle tissues and growing them under controlled conditions – it was proved that the same meat that grows inside the animal, can grow also outside of it. Food companies and universities around the world are currently working on perfecting the production method of this kind of meat, which is expected to reach your plate within the next 3 to 4 years."

The original survey question and answers were phrased as follows:

"Had you heard of this kind of meat before?
1 No
2 Yes, but I didn’t know what exactly it was
3 Yes, and I knew what it is"