August 29, 2018
The last time most of us had “mystery meat” was either in school or in the military. On June 1, Missouri—the “Show-Me State”—made sure that its residents would never have to see mystery meat or eat it again when it became the first state in the nation to pass a law that prohibits food providers from using the word “meat” to refer to anything other than animal flesh.
This new legislation takes direct aim at manufacturers of what has been dubbed “clean,” or “plant-based, or “nontraditional”meat, according to a report by USA Today. Clean meat—also known as lab-grown meat—comprises cultured animal tissue cells, while plant-based meat is generally made from ingredients such as soy, tempeh and seitan.
The state law forbids “misrepresenting a product as meat that is not derived from harvested production livestock or poultry.” Violators may be fined $1,000 and imprisoned for a year.
What’s more, a similar argument is unfolding on the federal level.
The meat-substitute market is expected to reach $7.5 billion-plus globally by 2025, up from close to $4.2 billion last year, based on findings by Allied Market Research.
The Missouri Cattlemen’s Association, which worked to get the law passed, has cited shopper confusion and protection of local ranchers as reasons for the legislation.
“The big issue was marketing with integrity and … consumers knowing what they’re getting,” Missouri Cattlemen’s Association spokesperson Mike Deering told USA Today. “There’s so much unknown about this.”
On Agusut 27, the company that makes Tofurky filed an injunction in a Missouri federal court to prevent enforcement of the statute, alleging the state has received no complaints about consumers befuddled by the term “plant-based meats” and that preventing manufacturers from using the word is a violation of their First Amendment rights. In addition, the company pointed out, “meat” also refers to the edible part of nuts and fruit.
The statute “prevents the sharing of truthful information and impedes competition,” according to documents filed in U.S. District Court for the Western District of Missouri. “The marketing and packaging of plant-based products reveals that plant-based food producers do not mislead consumers but instead distinguish their products from conventional meat products.”
The co-plaintiff is the Good Food Institute, a Washington, D.C.-based advocacy group.
MCA spokesperson Deering said he was surprised by the suit because the primary target of the law was lab-grown meat.
Tofurky’s main ingredient is the first two syllables of its name-—tofu.
Ernest Baskin, an assistant professor of Food Marketing at Saint Joseph’s University in Philadelphia told USA Today that consumers use the word “meat,” when applied to nonanimal protein as a “shortcut” to understand how they eat the food they see on supermarket shelves.
“There’s a segment of consumers that doesn’t have to eat alternative products but wants to,” he said. “In those cases, putting those options together in front of consumers gives them the thought that ‘Hey, maybe these two are similar. Maybe I can substitute.’ ”
Research contact:: @ZlatiMeyer