Whether it is called fake meat or clean meat, products containing alternative sources of protein have been appearing in supermarkets and restaurants around the country, and are competing with traditionally raised animal agriculture products. Attendees at the American Farm Bureau Federation’s 100th Annual Convention engaged with experts on what alternative sources of protein are, who backs them and how to get the message out about the products they produce.
Plant-based “meats” (Impossible Foods, Inc. and Beyond Meat) and cell-based meats (Memphis Meats and Mosa Meat) are two types of products that have been receiving national attention over the past few years according to Eric Mittenthal, vice president of public affairs for the North American Meat Institute. Though very different in how they are produced, both groups are targeting the marketing demographic dominated by animal agriculture.
“Their audience is not the traditional vegan or vegetarian looking for new products,” Mittenthal said. “They want to compete in the meat case for meat eaters.”
Plant-based “meats” use a recipe of plant ingredients to imitate the properties of animal meat, while cell-based meats use cells taken from animals that are then grown in a lab.… Continue reading