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BEIRUT (AP) — Insurgents' stunning march across Syria accelerated Saturday with news that they had reached the gates of the capital and that government forces had abandoned the central city of Homs. The government was forced to deny rumors that President Bashar Assad had fled the country. The loss of Homs is a potentially crippling blow for Assad. It stands at an important intersection between Damascus and Syria’s coastal provinces of Latakia and Tartus — the Syrian leader’s base of support and home to a Russian strategic naval base. The pro-government Sham FM reported that government forces took positions outside Syria’s third-largest city, without elaborating. Rami Abdurrahman who heads the Britain-based Syrian Observatory for Human Rights, said Syrian troops and members of different security agencies have withdrawn from the city, adding that rebels have entered parts of it. The capture of Homs is a major victory for insurgents, who have already seized the cities of Aleppo and Hama , as well as large parts of the south, in a lightning offensive that began Nov. 27. Analysts said Homs falling into rebel hands would be a game-changer. The rebels' moves around Damascus, reported by the monitor and a rebel commander, came after the Syrian army withdrew from much of southern part of the country, leaving more areas, including several provincial capitals, under the control of opposition fighters. For the first time in the country’s long-running civil war, the government now has control of only three of 14 provincial capitals: Damascus, Latakia and Tartus. The advances in the past week were among the largest in recent years by opposition factions, led by a group that has its origins in al-Qaida and is considered a terrorist organization by the U.S. and the United Nations. In their push to overthrow Assad's government, the insurgents, led by the Hayat Tahrir al-Sham group, or HTS, have met little resistance from the Syrian army. The rapid rebel gains, coupled with the lack of support from Assad's erstwhile allies, posed the most serious threat to his rule since the start of the war. The U.N.’s special envoy for Syria, Geir Pedersen, on Saturday called for urgent talks in Geneva to ensure an “orderly political transition.” Speaking to reporters at the annual Doha Forum in Qatar, he said the situation in Syria was changing by the minute. Russian Foreign Minister Sergey Lavrov, whose country is Assad's chief international backer, said he feels “sorry for the Syrian people.” In Damascus, people rushed to stock up on supplies. Thousands went to Syria's border with Lebanon, trying to leave the country. Many shops in the capital were shuttered, a resident told The Associated Press, and those still open ran out of staples such as sugar. Some were selling items at three times the normal price. “The situation is very strange. We are not used to that,” the resident said, insisting on anonymity, fearing retributions. “People are worried whether there will be a battle (in Damascus) or not.” It was the first time that opposition forces reached the outskirts of Damascus since 2018, when Syrian troops recaptured the area following a yearslong siege. The U.N. said it was moving noncritical staff outside the country as a precaution. Assad's status Syria’s state media denied social media rumors that Assad left the country, saying he is performing his duties in Damascus. He has had little, if any, help from his allies. Russia, is busy with its war in Ukraine . Lebanon’s Hezbollah, which at one point sent thousands of fighters to shore up Assad's forces, has been weakened by a yearlong conflict with Israel. Iran has seen its proxies across the region degraded by regular Israeli airstrikes. U.S. President-elect Donald Trump on Saturday posted on social media that that the United States should avoid engaging militarily in Syria. Pedersen said a date for talks in Geneva on the implementation a U.N. resolution, adopted in 2015, and calling for a Syrian-led political process, would be announced later. The resolution calls for the establishment of a transitional governing body, followed by the drafting of a new constitution and ending with U.N.-supervised elections. Later Saturday, foreign ministers and senior diplomats from eight key countries, including Saudi Arabia, Russia, Egypt, Turkey and Iran, along with Pederson, gathered on the sidelines of the Doha Summit to discuss the situation in Syria. In a statement issued late Saturday, the participants affirmed their support for a political solution to the Syrian crisis “that would lead to the end of military activity and protect civilians.” They also agreed on the importance of strengthening international efforts to increase aid to the Syrian people. The insurgents' march Rami Abdurrahman, who heads the Britain-based Syrian Observatory for Human Rights, an opposition war monitor, said insurgents were in the Damascus suburbs of Maadamiyah, Jaramana and Daraya. Opposition fighters were marching toward the Damascus suburb of Harasta, he added. A commander with the insurgents, Hassan Abdul-Ghani, posted on the Telegram messaging app that opposition forces had begun the “final stage” of their offensive by encircling Damascus. HTS controls much of northwest Syria and in 2017 set up a “salvation government” to run day-to-day affairs in the region. In recent years, HTS leader Abu Mohammed al-Golani has sought to remake the group’s image, cutting ties with al-Qaida, ditching hard-line officials and vowing to embrace pluralism and religious tolerance. The shock offensive began Nov. 27, during which gunmen captured the northern city of Aleppo, Syria’s largest, and the central city of Hama , the country’s fourth largest city. Opposition activists said Saturday that a day earlier, insurgents entered Palmyra, which is home to invaluable archaeological sites had been in government hands since being taken from the Islamic State group in 2017. To the south, Syrian troops left much of the province of Quneitra including the main Baath City, activists said. Syrian Observatory said government troops have withdrawn from much of the two southern provinces. The Syrian army said in a statement that it carried out redeployment and repositioning in Sweida and Daraa after its checkpoints came under attack by “terrorists." The army said it was setting up a “strong and coherent defensive and security belt in the area,” apparently to defend Damascus from the south. The Syrian government has referred to opposition gunmen as terrorists since conflict broke out in March 2011. Diplomacy in Doha The foreign ministers of Iran, Russia and Turkey, meeting in Qatar, called for an end to the hostilities. Turkey is a main backer of the rebels. Qatar's top diplomat, Sheikh Mohammed bin Abdulrahman Al Thani, criticized Assad for failing to take advantage of the lull in fighting in recent years to address the country’s underlying problems. “Assad didn’t seize this opportunity to start engaging and restoring his relationship with his people,” he said. Sheikh Mohammed said he was surprised by how quickly the rebels have advanced and said there is a real threat to Syria’s “territorial integrity.” He said the war could “damage and destroy what is left if there is no sense of urgency” to start a political process. ____ Karam reported from London. Associated Press writers Albert Aji in Damascus, Syria; Qassim Abdul-Zahra in Baghdad; and Josef Federman and Victoria Eastwood in Doha, Qatar, contributed to this report. Bassem Mroue And Zeina Karam, The Associated Press

Pune: DES Pune University (DES PU) collaborated with Yotta Data Services , a digital transformation provider, to utilise the advanced " Shakti AI Lab " by Yotta. The collaboration aims to enhance AI research capabilities through Yotta's state-of-the-art GPU infrastructure. Students and faculty will access advanced computing resources via Shakti AI Lab to develop and test AI models. The partnership focuses on practical training, research projects, and knowledge exchange programmes. DES Pune University will integrate Yotta's AI infrastructure into its curriculum, enabling hands-on experience in machine learning, deep learning, and data analytics. The initiative supports joint research publications, workshops, and seminars to promote AI innovation. The MoU emphasises building a talent pool equipped with industry-relevant skills. Yotta will provide technical expertise and mentorship through guest lectures and training sessions. This collaboration aligns with the country's vision of technological advancement in education and research. Ravindra Acharya, president, DES PU, said, "In this AI-driven world, this is a unique collaboration where DES PU and Yotta have joined hands to provide a platform to equip students for future opportunities." Shakti AI Lab runs on Yotta's Shakti Cloud, India's largest and fastest AI-HPC supercomputer powered by world's fastest NVIDIA H100 Tensor Core GPUs. It is designed for AI developers and innovators to develop, train, and deploy cutting-edge AI models and empowers them to build AI products with enhanced efficiency and agility. Sunil Gupta, co-founder, MD & CEO of Yotta Data Services, said, "Developed with a deep understanding of the challenges universities face, this platform is the result of extensive market insights, crafted to deliver a seamless, efficient, and impactful experience for students and educators." Equipped with pre-configured, user-friendly templates, the platform simplifies the setup of coding environments, ensuring institutions derive maximum value from their infrastructure investments. Its scalable design enables students to access precise GPU resources, libraries, and storage tailored to their academic needs, optimising operational efficiency and resource utilisation. Prasad Khandekar, vice-chancellor, DES PU, added, "Foreseeing the rapidly changing technological landscape with the advent of AI, DES PU is prompt in forging strategic connections with key organisations in this area. Considering the demand for cutting-edge technology for high-performance computing equipped with NVIDIA GPUs, the Shakti AI Lab will enable DES PU teachers and students to get trained and access AI resources. This is the need of the hour to exploit computational power required to train and run complex machine learning models to meet the demands of future predictive analysis in an optimised way."'Up yours long COVID': The women refusing to let their baby dreams die

Israeli airstrikes killed a hospital director at his home in northeastern Lebanon and six others, while at least five paramedics were killed by Israeli strikes in the country's south on Friday, Lebanon's Health Ministry said. The United Nations reported heavy clashes between Israeli troops and Hezbollah fighters in southern Lebanon. Four Italian peacekeepers were lightly wounded when a rocket, likely fired by Hezbollah, hit their base, the U.N. said. A full-blown war between Israel and Hezbollah erupted in September after nearly a year of lower-intensity conflict. More than 3,640 people have been killed in Lebanon and 15,350 wounded, the majority following Israel’s escalation and ground invasion, the Health Ministry said Friday. In Gaza, Israeli strikes hit Kamal Adwan Hospital, one of the few hospitals still partially operating in the northernmost part of the territory, wounding nine medical staff and damaging its generator and oxygen systems, the hospital director said Friday. More than 44,000 Palestinians have been killed in the Gaza Strip, the Health Ministry said. It does not distinguish between civilians and combatants in its count, but it has said that more than half of the fatalities are women and children. Israel launched the war in Gaza after Hamas-led militants stormed into southern Israel on Oct. 7, 2023, killing some 1,200 people, mostly civilians, and abducting another 250 . Around 100 hostages are still inside Gaza, at least a third of whom are believed to be dead. Here’s the Latest: DEIR AL-BALAH, Gaza Strip — Israeli strikes hit Kamal Adwan Hospital, one of the few hospitals still partially operating in the northernmost part of Gaza, wounding nine medical staff and damaging its generator and oxygen systems, its director said Friday. Hossam Abu Safiya said strikes before dawn Friday hit the entrance of the emergency unit as well as in the hospital courtyard. He said six staff were wounded, including two critically. Friday night, he said an armed drone hit the entrance again, wounding three staffers. There was no immediate comment from the Israeli military. Abu Safiya said the strikes caused damage to the functioning of the generator and disrupted oxygen supplies. The hospital is currently treating 85 wounded, 14 children in the pediatric ward and four newborns in the neonatal unit, he said. During the past month, Kamal Adwan Hospital has been hit several times, was put under siege and was raided by Israeli troops, who are waging a heavy offensive in the nearby Jabaliya refugee camp and towns of Beit Hanoun and Beit Lahiya. The Israeli military says it detained Hamas fighters hiding in the hospital, a claim its staff denies. BEIRUT — An Israeli airstrike killed the director of a university hospital and six others at his home in northeastern Lebanon, state media said. The strike targeted Dr. Ali Allam’s house near Dar Al-Amal Hospital, the largest health center in Baalbek-Hermel province, which has provided vital health services amid Israel's campaign of airstrikes, the Health Ministry said. State-run media reported that the strike came without warning. The ministry described his death as a “great loss,” and provincial governor Bachir Khodr said in a post on X that, “Mr. Allam was one of the best citizens of Baalbek.” In two separate episodes on Friday, Israeli airstrikes in southern Lebanon killed five paramedics with Hezbollah's medical arm, the Health Ministry said, describing it as “war crime.” The militant group provides extensive social services, including running schools and health clinics. In a report published Friday, the World Health Organization said nearly half of all attacks on health care in Lebanon since Oct. 7, 2023, have resulted in fatalities. “This is a higher percentage than in any active conflict today across the globe,” WHO said. In Lebanon, 226 health workers and patients were killed and 199 were injured between Oct. 7, 2023, and Nov. 18, 2024, the report said. The Health Ministry said Friday that 3,645 people have been killed in nearly 14 months of war between Hezbollah and Israel, while 15,356 were wounded, the majority following Israel’s escalation in late September. The death count includes 692 women and 231 children. UNITED NATIONS – Two rockets hit a headquarters of the U.N. peacekeeping force in southern Lebanon, injuring four Italian peacekeepers, the United Nations says. U.N. spokesperson Stephane Dujarric said the rockets were likely launched by Hezbollah militants or by affiliated groups Friday, impacting a bunker and a logistics area in the southwest headquarters at Chamaa. One of the structures that was hit caught fire, and the blaze was swiftly put out by U.N. staff, he said. According to Italy’s Defense Ministry, some glass shattered due to the explosion, hitting the four soldiers. Dujarric said the four injured peacekeepers were receiving treatment at the medical facility of the mission, known as UNIFIL. “Thankfully, none of the injuries are life-threatening,” he said. Italy’s Defense Minister Guido Crosetto called the attack on the UNIFIL base “intolerable.” He reiterated that the Italian contingent remains in southern Lebanon “to offer a window of opportunity for peace, and cannot become hostage to militia attacks.” Dujarric said Friday’s attack was the third on Chamaa in a week and came amid heavy shelling and ground skirmishes in the Chamaa and Naqoura areas in recent days. UNIFIL’s main headquarters is in Naqoura. Friday’s attack follows a rocket attack on a UNIFIL base east of the village of Ramyah on Tuesday that injured four peacekeepers from Ghana. Dujarric said UNIFIL strongly urges Hezbollah and its affiliates and Israel to avoid fighting near its positions, which are supposed to be protected. “We remind all parties that any attack against peacekeepers constitutes a serious violation of international law” and the U.N. Security Council resolution that ended the 2006 Israel-Hezbollah war, he said. BEIRUT — Israeli airstrikes hit Beirut’s southern suburbs and the southern port city of Tyre on Friday, after the Israeli army issued several evacuation warnings saying it is targeting Hezbollah sites. The strikes in Beirut came dangerously close to central Beirut and Christian neighborhoods. One strike hit a building housing a gym and medical and beauty clinics, located just meters (yards) from a Lebanese army base. “What is there in the building to target? This attack they carried out on us in this building is a criminal and vile act,” resident Hassan Najdi told The Associated Press. “Because if their intention is targeting Hezbollah, this building has nothing to do with Hezbollah.” Najdi said he purchased an apartment in the building last year but had not yet moved in. He allowed a displaced family to move in and urgently asked them to evacuate after receiving the Israeli warning. The blasts sent plumes of smoke into the air and shattered glass in the vicinity. No casualties have been reported, but the strikes caused damage to nearby infrastructure and a key road connecting central Beirut to its southern suburbs. “We remain steadfast,” said Ali Daher, an employee at a mall facing the targeted building. “Everything that is lost can be replaced, and whatever is destroyed can be rebuilt in (no time).” In Tyre city, the Israeli military conducted multiple airstrikes after a series of warnings, claiming the targets belonged to Hezbollah’s Aziz unit, accusing it of firing projectiles into Israel. The Israeli military carried out other airstrikes across Lebanon, many without warnings, as heavy fighting between Israeli troops and Hezbollah in villages along the Lebanon-Israel border intensified. ROME — Italy said Friday it plans to discuss the arrest warrants issued by the International Criminal Court over the Israel-Hamas war when it hosts Group of Seven foreign ministers next week. Premier Giorgia Meloni insisted that one point remained clear for Italy: “There can be no equivalence between the responsibilities of the state of Israel and the terrorist organization of Hamas.” Italy is a founding member of the court and hosted the 1998 Rome conference that gave birth to it. But Meloni’s right-wing government has been a strong supporter of Israel after the Oct. 7 Hamas attacks, while also providing humanitarian aid for Palestinians in Gaza. In a statement Friday, Meloni said Italy would study the reasonings behind the decision to issue arrest warrants against Israeli Prime Minister Benjamin Netanyahu, his former defense minister and Hamas’ military chief. Foreign Minister Antonio Tajani said Italy respects the ICC and supports it. “But at the same time we are also convinced that the court must have a judicial role, and should not take up a political role.” Tajani will host G7 foreign ministers Monday and Tuesday outside Rome for the final meeting of the Italian G7 presidency. “As far as decisions are concerned, we will take them together with our allies,” Tajani said. During the G7 meetings, “we will talk about this with my allies there, and we will see what to do next.” Another member of the governing coalition, the outspoken Transport Minister Matteo Salvini was more defiant in supporting Israel. “If Netanyahu comes to Italy he will be welcomed,” Salvini was quoted by Italian media as saying. This item has been updated to correct that Salvini spoke of a potential Netanyahu visit to Italy, not Israel. ROME — Four Italian soldiers were slightly injured after two exploding rockets hit the United Nations' peacekeeping mission base on Friday in Chamaa in southern Lebanon, Italy's defense ministry said. Initial information suggested that two rockets hit a bunker and a room of the mission base, damaging the surrounding infrastructure, the ministry said. Shattered glass hit the four soldiers. The incident was the latest in which UN peacekeeping posts have been hit since Israel began its ground invasion of Lebanon on Oct. 1, leaving a number of peacekeepers wounded. Defence Minister Guido Crosetto called Friday's attack “intolerable.” He said he will try to speak to the new Israeli Defense Minister to ask him “to avoid using the UNIFIL bases as a shield.” Crosetto said the conditions of the four Italian soldiers “did not cause concern.” He reiterated that the Italian contingent remains in southern Lebanon “to offer a window of opportunity for peace and cannot become hostage to militia attacks.” Italy’s Premier Giorgia Meloni on Friday said she learned about the new attack with “deep indignation and concern.” Meloni reiterated that “such attacks are unacceptable,” renewing her appeal for the parties on the ground “to guarantee, at all times, the safety of UNIFIL soldiers and to collaborate to quickly identify those responsible.” GENEVA — The World Health Organization says nearly half of the attacks on health care in Lebanon have been deadly since the Middle East conflict erupted in October last year, the highest such rate anywhere in the world. The U.N. health agency says 65 out of 137, or 47%, of recorded “attacks on health care” in Lebanon over that time period have proven fatal to at least one person, and often many more. WHO’s running global tally counts attacks, whether deliberate or not, that affect places like hospitals, clinics, medical transport, and warehouses for medical supplies, as well as medics, doctors, nurses and the patients they treat. Nearly half of attacks on health care in Lebanon since last October and the majority of deaths occurred since an intensified Israeli military campaign began against Hezbollah militants in the country two months ago. The health agency said 226 health workers and patients have been killed and 199 injured in Lebanon between Oct. 7, 2023 and this Monday. JERUSALEM — Israel’s new defense minister said Friday that he would stop issuing warrants to arrest West Bank settlers or hold them without charge or trial — a largely symbolic move that rights groups said risks emboldening settler violence in the Israeli-occupied territory. Israel Katz called the arrest warrants “severe” and said issuing them was “inappropriate” as Palestinian militant attacks on settlers in the territory grow more frequent. He said settlers could be “brought to justice” in other ways. The move protects Israeli settlers from being held in “administrative detention,” a shadowy form of incarceration where people are held without charge or trial. Settlers are rarely arrested in the West Bank, where settler violence against Palestinians has spiraled since the outbreak of the war Oct. 7. Katz’s decision was celebrated by far-right coalition allies of Prime Minister Benjamin Netanyahu. National Security Minister and settler firebrand Itamar Ben-Gvir applauded Katz and called the move a “correction of many years of mistreatment” and “justice for those who love the land.” Since Oct. 7, 2023, violence toward Palestinians by Israeli settlers has soared to new heights, displacing at least 19 entire Palestinian communities, according to Israeli rights group Peace Now. In that time, attacks by Palestinian militants on settlers and within Israel have also grown more common. An increasing number of Palestinians have been placed in administrative detention. Israel holds 3,443 administrative detainees in prison, according to data from the Israeli Prison Service, reported by rights group Hamoked. That figure stood around 1,200 just before the start of the war. The vast majority of them are Palestinian, with only a handful at any given time Israeli Jews, said Jessica Montell, the director of Hamoked. “All of these detentions without charge or trial are illegitimate, but to declare that this measure will only be used against Palestinians...is to explicitly entrench another form of ethnic discrimination,” said Montell. BERLIN — A German official has suggested that his country would be reluctant to arrest Israeli Prime Minister Benjamin Netanyahu on a warrant issued by the International Criminal Court. The ICC’s warrants for Netanyahu and former Defense Minister Yoav Gallant put Germany, a staunch ally of Israel, in an awkward position. The government said in a statement Friday that it is one of the ICC’s biggest supporters, but “at the same time, it is a consequence of German history that unique relations and a great responsibility connect us with Israel.” The government said it takes note of the arrest warrants and that “we will examine conscientiously the domestic steps.” It said that any further steps would only be an issue if a visit by Netanyahu or Gallant were “foreseeable.” Government spokesperson Steffen Hebestreit was pressed repeatedly at a regular news conference on whether it would be conceivable to arrest an Israeli prime minister. He replied: "It’s hard for me to imagine that we would carry out arrests in Germany on this basis.” Kremlin spokesperson Dmitry Peskov on Friday refused to comment on the International Criminal Court’s arrest warrants for Israeli Prime Minister Benjamin Netanyahu and others, saying that the court's rulings are “insignificant” for Russia, which doesn’t recognizes the court’s jurisdiction. The ICC last year issued an arrest warrant for Russian President Vladimir Putin and a number of other top Russian officials, accusing them of war crimes in Ukraine. The Kremlin has brushed off the warrants, saying that in Moscow’s eyes they’re “null and void.” Asked if the ICC warrants for Netanyahu and others can help resolve the tensions in the Middle East, Peskov said: “Well, in general, the actions of the ICC are unlikely to help anything. That’s the first thing. And secondly, we don’t see any point in commenting on this in any way, because for us these rulings are insignificant.” DEIR AL-BALAH, Gaza Strip — Large crowds of displaced people crammed themselves in front of a bakery in the Gaza Strip for the second day in a row, desperate to get their share of bread after bakeries closed for five days due to a flour shortage and the lack of aid. “I am a 61-year-old man. This is the third day that I have come to Zadna Bakery and I still cannot get bread ... I have children to feed,” said Majdi Yaghi, a displaced man from Gaza City. The price of a small bag of pita bread increased to $16 by Friday, a stark increase from about 80 cents last month. A bag of pasta now costs $4 and a small bag of sugar costs nearly $14. That has left many Palestinian families surviving on one meal a day and reliant on charitable kitchens to survive. In Khan Younis, women and children lined up at the al-Dalu charitable kitchen for bulgur, the only food available at the makeshift charity. One of the workers there, Anas al-Dalu, told the AP that they cook ten pots every day of either rice, beans, or bulgur. But that hardly fills the need for the thousands of people displaced in the area. “The charity here is in a difficult situation. It is a drop in the ocean, and there is no aid or charities. There is nothing," said Nour Kanani, a displaced man from Khan Younis. “It is a crisis in every sense of the word. There is no flour, no charities, and no food.” BEIRUT — Israeli troops fought fierce battles with Hezbollah fighters on Friday in different areas in south Lebanon, including a coastal town that is home to the headquarters of U.N. peacekeepers. A spokesperson for the U.N. peacekeeping force known as UNIFIL told The Associated Press that they are monitoring “heavy clashes” in the coastal town of Naqoura and the village of Chamaa to the northeast. UNIFIL’s headquarters are located in Naqoura in Lebanon’s southern edge close to the border with Israel. “We are aware of heavy shelling in the vicinity of our bases,” UNIFIL spokesperson Andrea Tenenti said. Asked if the peacekeepers and staff at the headquarters are safe, Tenenti said: “Yes for the moment.” Several UNIFIL posts have been hit since Israel began its ground invasion of Lebanon on Oct. 1, leaving a number of peacekeepers wounded.

Loblaw is on a price-cutting spree to try to win back customers. Will more Canadian companies follow suit?Arsenal make Mikel Arteta proud after smashing Sporting Lisbon

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November 26, 2024 This article has been reviewed according to Science X's editorial process and policies . Editors have highlightedthe following attributes while ensuring the content's credibility: fact-checked trusted source written by researcher(s) proofread by Andrew Godley and Marlana Malerich, The Conversation After several years of stellar sales growth, demand for alternative meats appears to be plummeting. Big-name brands Beyond Meat and Quorn have been struggling, and some smaller producers have closed down . Vegetarianism, and even more so veganism, were supposedly gaining in popularity . So have plant-based diets become another fad, destined to fade away like yoyos and bellbottom jeans? Probably not. A better way of understanding the stall in sales of alternative meats is to think of it not as food but as a new technology . This is helpful because it is widely understood that new technologies don't diffuse through markets in a simple way. Most new goods follow a conventional product life cycle, where sales grow slowly among the early adopters at first, before increasing more quickly as the product is picked up by later-adopting consumers. But then sales growth begins to slow down again. What researchers have recognized about new technology products, however, is that instead of following normal product life cycles, sales growth pauses for a while after early adopters have rushed to the shops, and sometimes even declines. It then picks up again as other consumers catch up, and returns to a normal, rapid growth. This pause or slight decline in sales growth means the product life cycle for new technologies doesn't follow a graceful "S-curve" as seen above, but has an inelegant hump known as a " saddle ." Technology adoption life cycle theory provides the explanation for this saddle occurring in some markets, but not in others. This theory recognizes that consumer heterogeneity (that is, how different consumers are within a particular market) is much greater in some markets. The key differences in technology markets can be characterized as being between the early adopters, who are enthusiastic and well informed about the technology, and the rest of the market, who don't know much about it. This gap in information between market segments causes the normal pattern of diffusion to break down. Initially, sales accelerate as the new product is launched and is well received by early adopters, who understand what if offers. But then sales stall while the majority of consumers just don't get it, nor understand the enthusiasm of its admirers. This classic description of new technology also describes the stilted diffusion of alternative meats—which, for most people, are an entirely new food category. The right theory leads to the right solution In the case of new technologies, where there is a gap in understanding between different consumer segments about complex new products, there are some obvious solutions for firms. To attract consumers who are not well-informed early adopters, they can offer them more information, pre-sales demonstrations, after-sales service, money-back guarantees or simpler standards. But with alternative meats, the gap between early adopters and majority market consumers is not just about different levels of understanding. It is also about different beliefs about what it is right to eat. Vegetarians and omnivores have different opinions about food. For alternative meat producers wanting to break out of the vegetarian-vegan niche and capture new markets, they must understand the drivers and barriers of non-vegetarian culture. There are several market surveys that ask consumers about their attitudes to alternative meats. These tell us what ordinary consumers said would make them eat more of them. Unfortunately, they cannot be taken too literally, because we know that market research for entirely new product categories is unreliable. As Apple co-founder Steve Jobs said : "A lot of times, people don't know what they want until you show it to them." Discover the latest in science, tech, and space with over 100,000 subscribers who rely on Phys.org for daily insights. Sign up for our free newsletter and get updates on breakthroughs, innovations, and research that matter— daily or weekly . So, where does this leave us? Alternative meats are perhaps best understood as behaving more like new technology, rather than a new food product, because they represent something so completely different in most consumers' eyes to traditional meat. This makes it easier to understand that the current slowdown in sales growth is really a consequence of big differences between the consumer segments of this market. What worked for the early adopters of plant-based products is not yet resonating with the majority of consumers. Fortunately for the brands, there is growing awareness in the industry that the usual marketing methods are in need of a reconfiguration. An innovative example is the UK-based Plant Futures Collective , which is facilitating the development of an industry-wide marketing strategy to promote trust in this product category, and close the consumer information gap. Part of its strategy involves building upon the Meat Free Monday campaign launched by Paul McCartney and his daughters, Mary and Stella. Those producers wanting to break out of their vegetarian-vegan niche will have to start thinking more about what meat -eaters want than what vegans are looking for. Does the current slowdown in sales spell the end of veganism? Obviously not. But it does mean that continued growth in sales will depend on vegan brands being able to think like omnivores. Provided by The Conversation This article is republished from The Conversation under a Creative Commons license. Read the original article .

The expanded Big Ten is poised to be a major player in this season's College Football Playoff. The 18-team conference had three of the top-four teams in the AP poll this week — No. 1 Oregon, No. 2 Ohio State and No. 4 Penn State. A one-loss Indiana team is ranked 10th but is still very much a contender to make the playoff, given how many Southeastern Conference teams have three defeats or more. Indiana's rise has been perhaps the Big Ten's biggest story this season. Much of the spotlight was on newcomers Oregon, Southern California, UCLA and Washington, but aside from the top-ranked Ducks, that foursome has struggled to impress. Meanwhile, the Hoosiers won their first 10 games under new coach Curt Cignetti before losing at Ohio State last weekend. Oregon beat Ohio State 32-31 back in October, and if the Buckeyes beat rival Michigan this weekend, they'll earn a rematch with the Ducks for the Big Ten title. People are also reading... And it's entirely possible another matchup between those two teams awaits in the CFP. Star power Dillon Gabriel has quarterbacked Oregon to an unbeaten record, throwing for 3,066 yards and 22 touchdowns in 11 games. But don't overlook Iowa's Kaleb Johnson and his 21 rushing TDs, and quarterback Kurtis Rourke has been a big part of Indiana's improvement. Penn State's Abdul Carter has eight sacks and two forced fumbles and could be one of the top edge rushers drafted this year. Going bowling Oregon (11-0, 8-0), Ohio State (10-1, 7-1), Penn State (10-1, 7-1), Indiana (10-1, 7-1), Illinois (8-3, 5-3), Iowa (7-4, 5-3), Michigan (6-5, 4-4), Minnesota (6-5, 4-4), Washington (6-5, 4-4), Southern California (6-5, 4-5), Nebraska (6-5, 3-5) and Rutgers (6-5, 3-5) have already reached the six-win mark for bowl eligibility. Michigan State (5-6, 3-5) and Wisconsin (5-6, 3-5) can join them. Hot seats There may not be many firings in general at the top level of college football. The prospect of sharing revenue with athletes in the future might lead schools to be more judicious about shedding one coach and hiring a new one. Who should be most worried in the Big Ten? Well, Lincoln Riley is struggling to stay above .500 in his third season at USC. Purdue is 1-10, but coach Ryan Walters is only in his second season. Maryland's Mike Locksley has been there six years and his Terrapins are 4-7, but this was his first real step backward after guiding the team to three straight bowl wins. Cignetti has shown it is possible for a coaching change to push a previously moribund program to some impressive heights in a short amount of time — but the improvement has been more incremental at Michigan State following Jonathan Smith's arrival. Sherrone Moore wasn't a completely unknown commodity at Michigan after he won some massive games in place of a suspended Jim Harbaugh last year. But in his first season completely at the helm, the Wolverines have declined significantly following their national title a season ago. Youth movement The Big Ten is home to one of the most dynamic freshmen in the country in Ohio State receiver Jeremiah Smith. He has 52 catches for 899 yards and nine touchdowns. Highly touted quarterback Dylan Raiola has teamed up with fellow freshman Jacory Barney (49 catches) to lead Nebraska to bowl eligibility. Recruiting watch Ohio State is on track to land the Big Ten's top class, according to 247 Sports, but the big news recently was quarterback Bryce Underwood flipping from LSU to Michigan. If the Wolverines do in fact keep Underwood in his home state, that would be a big development for Moore. Be the first to know Get local news delivered to your inbox!The year girl power got a joyous update