US beef producers plan to fight fake products

GLOBAL FAKE RI Farm
n American cattlemen fight back against fake meat. PICTURE: Eater

AMERICAN beef producers are promising to fight back against what they call deceptive and erroneous marketing and nutritional cl-aims by plant-based and lab-created meat producers.

National Cattlemen’s Beef Association officials told the group’s annual summer business meeting in Denver they would fight to protect their sector against often oversold claims of fake meat products.

Alisa Harrison, senior vice president of global marketing and research, says data shows real beef maintains 99.5 per cent of the retail market against just 0.5 per cent for meat substitutes.

“Real beef consumption con-

tinues to grow, and even consumers who sometimes choose to buy plant-based alternatives continue to eat real beef as often as they always have,” she said.

Senior vice president of gov-

ernment affairs Colin Woodall said the federal government needs to ensure beef nom-enclature is protected in the marketing and labelling of fake meat.

He says when consumers buy a steak they get one ingredient, beef.

When they buy one fake-meat product, they get pea protein isolate, expeller-pressed canola oil, refined coconut oil, cellulose from bamboo, methyl cellulose, potato starch, maltodextrin, yeast extract, vegetable gly-cerin, dried yeast, gum arabic, citrus extract, ascorbic acid, beet juice extract, acetic acid, succinic acid, modified food starch, and annatto.

“Anyone who thinks that these fake meat products are more nutritious or more natural than real beef is very mistaken,” Woodall said.

However, a study in Frontiers in Sustainable Food Systems finds the number of Chinese

very or extremely likely to purchase fake meat clean meat was 59.3 per cent against 29.8 per cent in the US and 10 per cent in India.

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