Editor's choice: Hybrid products' psychological barrier

In point of fact, US consumers have eaten hybrid meat products for decades.

Beef burgers with soy protein are common in foodservice. Spam is an 87-year-old meat-potato combination. Applegate Farms' meat-and-veggie-combo Well Carved brand is younger — four years old — but supported by strong CPG organizations.

So why do consumers recoil when asked if they'd eat a plant-meat blended product? "Would taste awful!" "I can’t think of anything worse to eat" are some…