Meat reduction, rather than total elimination, is emerging as a popular trend that fulfils most consumer demands. In this study, using survey results from 802 United Kingdom residents, we identified distinct groups of consumers based on their meat consumption habits and explored their attitudes towards meat reduction and their perception of hybrid meat products. Two distinct consumer segments were identified, named ‘fans’ and ‘reducers’. ‘Fans’ were unwilling to reduce their meat consumption, considering it a right that makes them feel good. They were more optimistic regarding environmental concerns and less enthusiastic about the idea of hybrid meat products. On the other hand, ‘reducers’, although they consumed meat, expressed feeling bad about it and reported high levels of environmental concerns. These differences were also reflected in their willingness to eat and buy hybrid meat products, as well as the desired type of meat and meat-to-plant-based ratio in their chosen hybrid meat.

In this study, the influence of genotype (G), environment (E), and their interaction (G × E) on the content of total free phenolic compounds (TPC) and the antioxidant capacity (AC) was investigated, using sixteen durum wheat genotypes cultivated under seven crop management systems in Mediterranean environments. Possible correlations between TPC and AC with protein content (PC) and vitreous kernel percentage (VKP) were examined. Gs that exhibited stability across diverse conditions were studied through a comprehensive exploration of G × E interaction using a GGE biplot, Pi, and 𝘒R. The results indicated significant impacts of E, G, and G × E on both TPC and AC. Across E, the mean values of G for TPC, ABTS (2’-azino-bis-3-ethylbenzothiazoline-6-sulfonic acid), DPPH (2,2-diphenyl-1-picrylhydrazyl), and FRAP (ferric reducing antioxidant power) values were 48.8 mg Trolox equivalents (TE)/100 g, 121.3 mg TE/100 g, 23.0 mg TE/100 g, and 88.4 mg TE/100 g, respectively. E, subjected to splitting top-dressing N fertilization, consistently showed low values, while the late-sowing ones possessed high values. Organic crop management maintained a stable position in the middle across all measurements. The predominant influence was attributed to G × E, as indicated by the order G × E > E > G for ABTS, DPPH, and FRAP, while for TPC, it was E > G × E > G. For TPC, the superior Gs included G5, G7 and G10, for ABTS included G3, G5 and G7, and for protein included G1, G9, and G16. G7 and G5 had a high presence of frequency, with G7 being the closest genotype to the ideal for both TPC and ABTS. These results suggest that the sowing time, nitrogen fertilization, and application method significantly impact the various antioxidant properties of durum wheat. This study holds significant importance as it represents one of the few comprehensive explorations of the impact of various Es, Gs, and their interactions on the TPC and AC in durum wheat, with a special emphasis on crop management and superior Gs possessing stable and high TPC and AC among them, explored by GGE biplot, Pi and 𝘒R. Further experimentation, considering the effect of the cultivation year, is necessary, to establish more robust and stable conclusions.