"This book explores the new meat of the future, which is plant-based and covers alternatives to livestock and other animal products together with strategies to encourage their acceptability, marketing and business strategies. It also proposes ways for solving the global future food demand"--.

• Title Page
• Copyright Page
• Book Series
• Dedication
• Table of Contents
• Detailed Table of Contents
• Preface
• Acknowledgment
• Section 1: Perceptions and Health Aspects of Alternatives to Meat
  • Chapter 1: From “Yucky” to “Yummy”
  • Chapter 2: Normality, Naturalness, Necessity, and Nutritiousness of the New Meat Alternatives
  • Chapter 3: Health Benefits of Eating More Plant Foods and Less Meat
  • Chapter 4: Nutritional Benefits of Selected Plant-Based Proteins as Meat Alternatives
• Section 2: New Meat Alternatives
  • Chapter 5: Clean Meat
  • Chapter 6: Microbial Protein
  • Chapter 7: Soybeans Consumption and Production in China
  • Chapter 8: Nutritional Properties of Edible Insects
  • Chapter 9: Understanding Edible Insects as Food in Western and Eastern Societies
• Section 3: Business Aspects of New Meat Alternatives
  • Chapter 10: Building a Market for New Meat Alternatives
  • Chapter 11: What's New?
  • Chapter 12: Market for Plant-Based Meat Alternatives
• Section 4: Future Directions
  • Chapter 13: Is There a Future for Cattle Farming?
  • Chapter 14: Reconciling Not Eating Meat and Masculinity in the Marketing Discourse for New Food Alternatives
  • Chapter 15: Collective Awareness Raising Towards a Plant-Based Diet Through Social Networking Sites
  • Chapter 16: Leave No One Behind, Not Even the Animals
• Conclusion
• Compilation of References
• About the Contributors
• Index