Dr. Wallace "Bruce" Wren, DVM, passed away May 20, 2020. A 1958 graduate of Kansas State University's school of veterinary medicine, Wren spent 60 years advancing bovine medicine and mentoring many young veterinarians.
Marketers of fake meats already know that how lab-grown products are advertised has a big impact on consumer perceptions, which is why they pivot away from science to claims about helping save the planet.
Beef production, and I agriculture in general, has become a pretty contentious issue over the past several years. Most often, the criticism is directed at us while we try to defend ourselves in a graceful manner.
We often consider the saving or revenue opportunity from technology, but this data reveal where the unexpected opportunity lies in the middle, preventing unnecessary treatment or finding calves we didn’t know were ill.