Page 56 - Farm and Food Policy Strategies for 2040 Series

Unsurprisingly, the National Cattlemen’s Beef Association (NCBA) calls both plant-based and
lab-cultured competitors “fake meat.” Similar to the dairy industry’s lobbying to block plant-
based milks like soymilk and almond milk from using “milk” in their labels, NCBA pledges “to
make sure that fake meat — both current plant-based products and potential lab-produced
products in the future — is properly marketed and regulated.”

At the NCBA’s 2019 Cattle Industry Convention in New Orleans, NCBA listed its top priority
for 2019 as “Fake Meat — Develop regulatory framework that protects health and well-
being of consumers, prevents false and deceptive marketing, and ensures a level playing
field for real beef products.”

NCBA isn’t alone in its efforts. Last year, the U.S. Cattlemen’s Association petitioned USDA’s
Food Safety and Inspection Service to limit the definition of “beef” and “meat” to products made
“from cattle born, raised, and harvested in the traditional manner.”

In response, the meat and dairy industries’ labeling or perhaps competition concerns, the Plant
Based Foods Association (PBFA) has urged federal regulators to maintain current label latitude,
explaining that “Plant-based food producers offer options that consumers want and recognize.”

States aren’t waiting. On January 1, with about a dozen other states considering similar
legislation, Missouri became the first state to ban labeling new meat alternatives as “meat”
unless the product is “derived from harvested production livestock or poultry.” Enforcement has
been delayed while legal challenges are pending, but the law could limit availability of new meat
substitutes in Missouri while the issue remains undecided.

Just last week, Arizona lawmakers voted to prohibit sale of “almond milk” because almonds do
not lactate. Under the House Bill 2604, it would have to be labeled as “fake milk” or “alternative
milk.”

Despite pushback from incumbents like NCBA, dairy interests and some state lawmakers, food
industry leaders and venture capital firms are investing aggressively in new plant-protein and
cultured meat ventures, as listed here.

Industry analysts look toward 2040

Rabobank’s annual “We Didn't See That Coming” survey of food trends from RaboResearch
Executive Director Nick Fereday notes that one respondent summed up the general consensus
about 2018 well: “From delivering new products, changing business models, adjusting to
consumer shifts, investing in innovation in various forms, and facing tough realities, the world of
food is markedly different.”

Pointing out “The breakneck advancement of plant-based food and beverages was easily
the biggest surprise to our readership,” Fereday highlighted three responses to his question
about last year’s biggest surprise:

• “The continuous growth and enthusiasm behind all things plant-based.”
• “The acceleration of plant-based foods — and the growing acceptance of the products by

non-vegan, non-vegetarian consumers regardless if their motivation is for health, animal
welfare, or environment.”
• “The rapid growth in interest, investment, and sales of meat alternatives.”
54 www.Agri-Pulse.com