Mathilde Alexandre obtained a master's degree in communication and media with honours from the Sorbonne University after defending her thesis on cultured meat and corporate communication. She previously worked in German and French environmental NGOs to mobilize citizens, companies and representatives through targeted communication campaigns. With the CellAg Project team, she is working on shaping a reassuring, transparent, and mobilizing discourse around cellular agriculture that resonates with people's beliefs and values.ProVeg's CellAg Project explores the potential of cellular agriculture as part of its commitment to reducing animal production by 50% by 2040 (50by40). The CellAg Project currently focuses on raising awareness and increasing acceptance, building a cross-sectoral network, and incentivising collaboration within the sector in order to further this novel and promising approach.