Todd Wilkinson, ex-president of the National Cattlemen's Beef Association, has cautioned Australian cattle producers about the growing threat of cell-cultured protein production. He fears this technology could seize 20% of the meat blended product market, potentially driving some Australian producers out of business. Wilkinson called for Australian producers to resist this trend globally and raised concerns about the rising sway of animal rights activists on farming policy. He also pointed out European mandates directing producers to cut down livestock numbers.