"With India and China doubling their meat consumption every decade, there's no sustainable way to satisfy the growing global appetite for meat without a significant improvement in technology, " said Matheny.

CNN: In-vitro meat: Would lab-burgers be better for us and the planet?

This is a difficult cycle to break, particularly with the media's appetite for sensational stories, and it is hampering opportunities for credible companies without sexy stories.

BBC: Business