Meat has always played an essential and special role in our diet. However, at the rate of consumption, we will reach a world food crisis by 2050 due to overconsumption of meat and its unsustainable farming processes. Despite being aware of the devasting impact of meat consumption on the environment, most people still choose to eat meat. One key finding is that there is a disconnection between meat and its production processes – while the process of killing animals for food is appalling, many refuse to acknowledge it. This disconnection helps people to consume meat with a guilt-free conscience.
Whether meat consumption is natural or nutritionally essential, there is a need to re-evaluate the perceptions and attitudes towards it. Ròu was designed to reconnect its users with meat production by allowing consumers to grow their meat in the comfort of their own home.