What Does NCBA Want Down With Alternative Proteins?

Fake Meat, or the more politically correct alternative protein, is everywhere these days from your local grocery story to your favorite fast food location and all points in between.  Why the seemingly sudden explosion in popularity in these alternative proteins?

"You know, I think it depends on the company you’re looking at," said Danielle Beck, lobbyist with the National Cattlemen’s Beef Association.  There are tradition, conventional food companies that are investing in these products, and you know I think they’re making calculated business decisions.  There are other companies though that are investing in these products or producing these products, and they’re very transparent about the fact that their ultimate goal is to bring an end to traditional animal agriculture by 2035.”

Beck added it’s difficult to tell if these products are winning the hearts of the American consumers.  She said the NCBA has yet to see consumer data that indicates shopping habits, or consumer habits are changing.  But when alternative proteins come up, the issue of labeling is never too far behind.  So, what does the NCBA want the FDA to do with this growing market?

Beck said  the FDA needs to make sure consumers know what they are buying.

“If you’re going to use the word beef, or meat, we believe that you need to have the word imitation proceeding the product name on the front of the package in the same sized font and lettering, because that’s exactly what the law says.  And absent a change of law we see no reason that these companies should not be required to comply with that.”

Beck added NCBA believes the word imitation provides a sufficient amount of information for consumers.  She said they would also like to see some of the “rhetoric and the misleading marketing strategies” toned down.

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