The YouTube clip claimed to show 'Mitsuyuki Ikeda, a researcher from the Okayama Laboratory'
talking the viewer through a newly-developed technique to utilise proteins from human excrement to make edible steaks.
It was duly reported as fact by multi-national news sources as globally influential as The Daily Mail, the International Business Times and The Huffington Post.
In fact cursory checks would have revealed that there is no such thing as Okayama Laboratory and that Mitsuyuki Ikeda is the director of the Okayama UNESCO Association rather than a dodgy research scientist.
The sticker on the refrigerator saying 'sh**-burger' and the fact 'Dr Ikeda' was using a comedy pointing stick may have been hints too.
Then of course the more level-headed reporter may have had slight concerns with the validity of the entire notion of turning faeces into food.
Still, never let the truth get in the way of a good story. The headline alone must have been worth millions of page impressions.
Just to rub it in, here's what they said:
'But how has it gone down with the public? Well the team claims that in initial tests people reported it was delicious and tasted like beef.
And despite its unusual origins, the scientists argue that the new patties are far kinder to the environment as cattle create such a huge amount of greenhouse gas emissions.'
Japanese scientist Mitsuyuki Ikeda has been busy playing Dr. Frankenstein -- he's developed a "burger" made from protein extracted from human feces. Yep, you read that correctly, real human poop.
Burgers made of excrement? (We're not kidding)
Ikeda has gathered sewage mud (which contains poop) and has developed the artificial meat by adding poop extracts, soy protein and steak sauce essence. Artificial food coloring to added to it to give it the same look as red meat.
International Business Times
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