Plant-based meat has gained significant traction in the past year as companies like Beyond Meat and Impossible Foods released their products to a mainstream audience. Using ingredients like soy, beetroot, and herbs to create a surprisingly convincing plant-based burger, these companies have received generally positive reception from consumers and critics alike.
The market is growing at a rapid pace too; in fact, some estimates show that the plant-based meat market could reach $85 billion in the next decade. Hence, it is unsurprising that the beef industry is worried about plant-based meat taking market share. But what is surprising is the way the industry is fighting back.
Introducing the Real MEAT Act, a piece of legislation supported by strong political and financial backing from some of the most prominent companies in the meat industry.
How the Fight Between Plant-based Meat and the Meat Industry Began
Though on one hand consumers have found plant-based meat to be tasty, they are also an environmentally-friendly substitute. Providing a valuable nutrition source at a fraction of the energy necessary for naturally-sourced beef, plant-based meat is giving the beef industry a run for its money.
Today, the methane that cows belch out is one of the many sources of greenhouse gas emissions. Additionally, cattle herds require wide swaths of cleared land. Land clearing has most recently allowed the Amazon fires to ensue.
These sustainability concerns have made plant-based meat all the more appealing for consumers and companies like Beyond Meat and others.
The beef industry is worried; hence, it is looking to take competitors down with legislation.
Introducing The Real MEAT Act of 2019
In October, Representatives Roger Marshall (Republican, Kentucky) and Anthony Brindisi (Democrat, New York) introduced the Real MEAT Act to the House.
MEAT stands for Marketing Edible Artificials Truthfully, which nicely caps off an obvious bow to vested interests with a succinct acronym. The bill received raucous applause from NCBA (National Cattlemen’s Beef Association) elites, their profits seemingly assured.
The bill asserts that plant-based meat products are confusing customers. Though the bill makes no specific mention of any companies, it seems to assert that companies like Beyond Meat are ruthlessly deceiving customers.
The Real MEAT Act would force these companies to stop using words like “burger”, “sausage”, and “meat” in their products. Instead, legislation would force companies that sell plant-based meat to use clinical and un-appetizing adjectives to describe their products.
That, unsurprisingly, would likely lead to decreased sales.
Understanding the Real MEAT Act and Its Interests
More recently, Nebraska Senator (Republican) and career cattle rancher Deb Fischer proposed the Real MEAT Act in the Senate. She defended her bill in an op-ed in the Wall Street Journal.
The article features a plethora of willfully obstinate and patently false arguments, but this is one of them:
“Many of these fake-meat companies are running smear campaigns against actual beef, using deceptive labeling and marketing practices. This has left consumers confused about the ingredients and nutritional values of so-called beef alternatives.” — Nebraska Senator Deb Fischer
What the Real MEAT Act Means for Plant-Based Meat
The bill seems to have a nefarious motivation behind it, but there’s a chance that it still passes. On the bright side, a federal judge recently swatted down a similar bill from Arkansas state legislature.
The Real MEAT Act, however, is supported by financial and political backing on a nationwide scale.
What You Can Do Today To Help
If you are for free-market competition in the beef industry, consider calling your Congressional Representative today. Urge them to speak against the Real MEAT Act.