Meat Substitutes Still a Tiny Sliver of U.S. Meat Market

...As the following chart nicely illustrates, we are still in the very early stages of the transition towards more sustainable meat alternatives. According to data from Statista’s Consumer Market Outlook, plant-based meat substitutes accounted for a tiny sliver of the U.S. meat market last year. Not counting insect-based meat alternatives or cultured, i.e. lab-grown meat, meat substitute sales amounted to $1.3 billion in 2021, while sales of fresh and processed meat added up to almost $160 billion.

Coming Soon: Faux-Meat Burgers Made From Maggots and Mealworms

Diners have increasingly warmed to the idea of burgers made from peas and coconut oil, crab cakes crafted from artichokes and kelp, and chicken nuggets formed with gluten and tapioca starch. Big food producers are betting they’ll soon welcome crickets, beetles, mealworms, and maggots to the mix as well. “Everyone is looking at the environmental impact of sourcing food, so there’s a lot of growth potential,” says Tunyawat Kasemsuwan, group director of innovation at canned-tuna producer Thai Union Group Pcl, which is diversifying into insect proteins. “Chicken and tuna made from vegetables, cellular culture, or insects—we know the demand for it will grow much more than what we’re seeing today.”

Although vegetarians wouldn’t eat them—insects are, after all, animals—bug evangelists say the 2,000 or so species of edible critters have a lower carbon footprint and require less land than livestock and many grains. And various breeds have differing characteristics that fans say make them work as a food source: Mealworms are clean, odorless, and rich in minerals and vitamins; crickets and grasshoppers are loaded with protein; fruit fly larvae—most people call them maggots—have a mild taste and light color, so they’re easy to hide in foods; black soldier fly larvae will eat virtually any organic waste...MORE

This topic is certainly not new to THE WESTERNER, as we 

started covering this issue in 2013. For our newer readers, you can 

see my prospective list of the types of insect meat and my description 

of what it takes to be an insect rancher here.

Singapore is the first country to approve the sale of lab-grown meat

 Singapore has become the first country in the world to approve the sale of cultured meat. On Wednesday, the city-state’s Food Agency gave Eat Just, a US startup best known for its plant-based egg substitute, the go-ahead to sell its lab-grown chicken as an ingredient in chicken bites (pictured above). The company told NBC News initial availability of its meat will be limited, with only a single restaurant selling the nuggets to start. However, Eat Just plans to eventually sell the meat directly to consumers as it increases its manufacturing capacity. Cultured meat is different from the plant-based alternatives we’ve seen from companies like Impossible Foods and Beyond Meat. In this case, it’s real meat that’s created by taking stem cells from an animal’s muscle or fat tissue and putting it in a medium that supports their growth. Josh Tetrick, the company’s CEO, compared the process to brewing beer. The resulting chicken is both safe to eat and includes a high amount of protein and a diversified amino acid composition.   Additionally, one major advantage of Eat Just’s manufacturing process is that it doesn’t involve any antibiotics. The overuse of antibiotics in industrial farming is turning into something of a ticking time bomb when it comes to human health.“We think that [the way] to really solve the meat problem — which is a health problem, a deforestation problem, a morality problem — is to make animal protein,” Tetrick told NBC News.   The startup had been working toward regulatory approval for approximately two years. As part of the process, it had to show it could consistently manufacture the cultured chicken. While Singapore’s decision to allow Eat Just’s could encourage other countries to follow suit,  regulatory approval in the US and other countries where land isn’t in scarce supply is likely years away. In the US, in particular, there are strong lobby groups that represent cattle and other animal farmers that will be against cultured meat.  LINK

Impossible Foods CEO says the meat industry will be obsolete in 15 years — ‘That’s our mission’

Impossible Foods founder and CEO Patrick Brown told CNBC on Tuesday that the meat industry is in the midst of a reckoning. As more consumers seek out healthier food options, Brown is convinced that the animal-based market will be obsolete within the next two decades. “From a nutritional standpoint our products match the protein quality and content of the animal products that they replace” and “ours is a clear winner from a health and nutrition standpoint,” he said in a “Mad Money” interview. “This is why I think people are increasingly aware plant-based products are going to completely replace the animal-based products in the food world within the next 15 years. That’s our mission. That transformation is inevitable,” the told host Jim Cramer. The Impossible Breakfast Sandwich — a plant-based sausage topped with a cage-free fried egg and aged cheddar cheese on artisanal ciabatta bread — is an attempt by Starbucks to offer more sustainable food options and Impossible Foods to reach a younger audience. Brown said he found that about one-third of the U.S. population ages 18-29 visit a Starbucks restaurant at least once a month and the deal will help the company tap into the young adult demographic. Starbucks had more than 15,200 domestic stores as of the end of March, according to Factset...MORE

'Big Win' For Impossible Foods As Starbucks Adds Breakfast Sandwich To Summer Menu

Starbucks Corporation (NASDAQ: SBUX) launched a new breakfast sandwich Tuesday featuring plant-based food maker Impossible Foods, in a potential blow to rival Beyond Meat Inc (NASDAQ: BYND). 

What Happened: Starbucks is adding a new Impossible breakfast sandwich to its U.S. food menu, and CNBC's Aditi Roy said it gives Impossible a "huge win" over its rivals.

Beyond and Impossible have been fiercely battling within the fast-food space to gain new exposure.

Impossible's products will be included at 15,000 Starbucks stores, and Roy said this triples the number of restaurants that sell Impossible products. 

Beyond recently won a deal to supply Starbucks stores in China with its plant-based products. Beyond's items can also be found in Canadian Starbucks stores.

Why It's Important: Impossible has faced supply chain issues that may have prevented a large-scale deal with a major restaurant.

This time around, the plant-based food maker struck a relationship with a large manufacturer that gives it ample capacity to ramp production.

The new partnership comes at a time when traditional beef companies are experiencing forced shutdowns and supply issues due to the COVID-19 pandemic.

But Impossible's facilities are very different compared to meat rivals.

It is heavily automated, with separation between people even under normal circumstances, said CNBC's Roy...MORE

Beyond Meat CEO looks to ‘win consumers’ over during meat supply shortage with ‘value packs’

Beyond Meat CEO Ethan Brown said on CNBC Wednesday he has his eyes set on introducing plant-based food to more consumers this summer as beef supplies fall and prices rise amid a coronavirus pandemic. Brown, who co-founded the meat substitute producer in 2009 and took it public 10 years later, said the company will introduce “value packs” and discounts with hopes to take market share in time for the summer grilling season “We view this as a massive opportunity for us to drive trial and win consumers over into our segment,” he told Jim Cramer in a “Mad Money” interview. Beyond Meat looks to close the price difference between the vegan burgers it markets and traditional beef burgers, which some see as a challenge to get more consumers to buy into the Beyond Burger wave. The retail price for Beyond Meat’s imitation beef were as much as double and triple the price of ground beef, Wells Fargo found. As the coronavirus forced a number of U.S. meat companies, including Tyson Foods and Smithfield, to temporarily shut down facilities and curb production in recent weeks, meat prices spiked 8% at U.S. grocery stores near the end of April, based on Nielsen data...MORE

Alternative Meat Sales Soar Amid Pandemic

Grocery store popularity of alternative meat—like veggie burgers and plant-based proteins—has skyrocketed amid the pandemic in the U.S. with sales about doubling for top brands since President Trump declared a state of emergency on March 13; experts attribute this to consumers’ desire for sustainable and healthy food—compounded by meat facility closures and supply chain disruption.

KEY FACTS

Nielsen reported that fresh meat alternative sales increased 255% in the last week of March (compared to the same week in 2019), fully outpacing the growth of meat sales, which increased 53% over the same period. 

“The crisis has encouraged a sense of new product discovery in this category,” Jaime Athos, Tofurky CEO told Forbes. “Consumer awareness of the positive social and environmental impacts of plant-based proteins are continuing to grow...compounded more recently by the closure of meat production facilities and supply chain disruptions.”

Conagra’s Gardein—which makes fish, chicken, beef and fish alternatives—told Forbes that sales increased by 65% from March 13 to April 19 compared the same period in 2019.

Tofurky, which sells 35 different plant-based alternative meat products said to Forbes that sales have increased 40% in the last twelve weeks, with the sale of its plant-based ham growing 631% compared to the same period last year.

Kellogg’s plant-based meat brand MorningStar Farms reported to Forbes a 66% increase in March sales, driven by frozen vegetable proteins.

38% of Gardein buyers were first-time customers, which Conagra’s Senior Vice President of Demand Sciences Bob Nolan told Forbes reflects the growing interest in plant-based proteins.

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Microbes from Yellowstone's hot springs make new meat substitute

Food scientists are using fermented microbes from the geothermal pools above the Yellowstone Caldera in Wyoming to create a new ingredient that soon will appear in meatless burgers and substitute dairy and as a protein powder. The microbe, dubbed Fy, contains a complete protein that developers believe can be mass-produced in labs, reducing the environmental impact of food production on a large scale. Unlike other alternative-protein products, Fy is a food all by itself and not a protein additive combined with other processed ingredients. Fy, short for its scientific name Fusarium str. yellowstonensis, is environmentally friendly and has all nine essential amino acids needed for human nutrition, said Thomas Jonas, CEO of Chicago-based Nature's Fynd, which will market the protein products. "Our facility has the ability to produce as many [hamburger substitutes] in a year as 16,000 acres of grazing land for raising cows," Jonas said. "We can use about 1 percent of the land required, generate about 1 percent of the greenhouse gases and use about one-10th the water." Fy is produced by fermentation, like sourdough bread or kombucha, by feeding sugar to the microbes on tray-based fermenting chambers. The result is a textured material with a bland taste that holds flavors from sweet to savory, said Jonas, a former French air force officer. Working with food developers, the company has experimented with meatless burgers, patties and sausages, as well as dairy-free cheese, dips and yogurt, according to the company...MORE

Food giant Kellogg's unveils ‘Incogmeato' plant-based products

Another consumer packaged goods (CPG) giant is attempting to challenge Beyond Meat (BYND) with a line of meatless meat-like products. Kellogg’s (K) Morningstar brand teased its new Incogmeato line in early September 2019, and now consumers will actually get to try the new products when they hit store shelves soon. The Incogmeato burgers will be available in March, and bratwurst and Italian sausages will be available in June. All of the products can be found in the fresh meat aisle of select Kroger (KR), Meijer, Weis, Albertsons and Safeway locations. “These products were designed, from the moment they’re in the package to the retail shelf, to look, cook and smell just like beef,” Sara Young, General Manager, Plant-Based Proteins at Kellogg Company, said in an interview with Yahoo Finance. The Incogmeato Burger is made from non-GMO soy, while some of its competitors like Beyond Meat uses pea-protein isolate as the base in its products. Young explained Kellogg found that consumers who want to enter the plant-based meat category have said that taste matters the most when they make decisions on which products to eat...MORE

Beyond Meat, Impossible Foods face a new ‘fake meat’ foe with long, controversial history

A Super Bowl ad you probably missed — it only aired in the Washington, D.C., market — shows that the war between powerful food-industry interests and alternative protein companies like Beyond Meat and Impossible Foods is being taken to a new level. The Center for Consumer Freedom ran a Super Bowl commercial alleging that plant-based meat alternatives are not as healthy as consumers think. The group describes itself as a nonprofit “devoted to promoting personal responsibility and protecting consumer choices” and is funded by food industry players “from farm to fork.” But there’s more to it. The Center for Consumer Freedom’s CEO, Richard Berman, is a well-known lobbyist who was once profiled by “60 Minutes” for his role antagonizing activist groups on behalf of industries like Big Tobacco. He also runs his own public relations firm, Berman and Co. — one of its listed services being “creative advertising.” The organization run by Berman, across multiple platforms, has lashed out at “synthetic meat” in recent months, stating that their claims of being healthier than animal products are unfounded. In November the Center for Consumer Freedom took out a full-page ad in The New York Post criticizing plant-based meat; in December it advertised in the Chicago Tribune. The Super Bowl ad was the first television spot from Berman’s operation targeting alternative protein companies. In the commercial, a spelling bee contestant is asked to spell the word “methylcellulose,” which the judge defines as “a chemical laxative that is also used in synthetic meat.” Methylcellulose, a tasteless powder widely used as a food additive and as a thickener in cosmetic products, is listed on the ingredient labels of plant-based meat products made by both Beyond Meat and Impossible Foods. A 2018 post by Mayo Clinic said there is no evidence that using fiber supplements like methylcellulose is harmful. Impossible Foods retaliated by releasing its own parody of the advertisement: a spelling bee contestant being tasked by the judge, played by Impossible Foods CEO Pat Brown, to spell the word “poop,” saying, “There’s poop in the ground beef we make from cows.” A voice-over then quotes a 2015 Consumer Reports study that found fecal bacteria in 300 ground beef samples. A spokeswoman for Impossible Foods said in a statement to CNBC that the original commercial is part of a “disingenuous, misleading and shameless disinformation campaign.” “Impossible Foods does not tolerate Big Beef’s bull,” the statement said.

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Just another processed food...

Burger King Cuts Impossible Whopper Price on Slowing Sales; Amercans eating more meat

Burger King is cutting the price of its faux-meat burger as sales start to dip following last year’s introduction. Carrols Restaurant Group Inc., the biggest Burger King franchisee in the U.S., said sales tapered off to about 28 Impossible Whoppers daily per store -- down from 32 previously. The company, which has more than 1,000 Burger King locations, said sales appear to be stabilizing at that level. The sandwich was recently added to the chain’s two-for-$6 discount menu on a temporary basis. That compares to the previous suggested price of $5.59 per sandwich. The slowdown is not stopping the chain from continuing to use the item as a lure for diners, however. More promotions and ads are coming for Impossible Foods Inc. items, Carrols Chief Executive Officer Daniel Accordino said at a conference. Dominic Flis, a Burger King owner in Little Rock, Arkansas, said that Impossible Whopper sales have recently dipped to fewer than 20 per store a day, compared with 30 a day when it was first introduced. He may now be selling it at a loss, he said. Across the U.S., restaurants and grocery stores are rushing to add plant-based options. It remains to be seen whether their popularity is a long-lasting trend, but the biggest restaurant and food companies are moving to capitalize on the growth. Starbucks Corp. on Tuesday said it’s exploring meat alternatives for its breakfast menu, while McDonald’s Corp. is testing faux-meat from Beyond Meat in Canada and from Swiss company Nestle SA in Germany. Food distributor Sysco Corp. last week said it’s introducing a new plant-based burger patty in the U.S. Despite the rising popularity of faux meat, Americans are also eating more real meat than ever. Total red meat and poultry consumption is expected to rise to 225.6 pounds per person this year from 224.3 pounds in 2019, according to USDA data. Even at Burger King, there’s no evidence that the meat-free option has led to less meat consumption...MORE

Why Tyson Foods pulled its Beyond Meat investment

Plant-based meat is all the rage, and protein-giant Tyson Foods plans to fully compete in the space. After investing in alternative meat maker Beyond Meat, Tyson exited its 6.5% investment in late April 2019 ahead of Beyond Meat’s initial public offering. “We have all the resources available to us from a culinary standpoint, R&D standpoint, manufacturing, distribution,” Tyson Foods CEO Noel White told Yahoo Finance at the World Economic Forum in Davos, Switzerland. “We have solid customer contacts. So it's a space that we want to fully compete in, use all the resources that are available to us, and be a strong competitor in the marketplace.” The largest meat producer in the U.S. introduced its own line of plant-based products in its new Raised & Rooted brand in June. “We rolled out our offering this summer, and it's gone very well,” White said. “We are now in over 7,000 retail stores in the United States, and there's a series of products that we'll be rolling out over the course of the next 12 to 18 months in all different varieties, in all different forms, both branded, including some of our legacy brands that we have in the marketplace today, that will be both meat-based protein as well as alternative proteins.” Beyond Meat and Impossible Foods are some of the more high-profile plant-based protein makers as of late, but larger and more legacy food producers like Tyson Foods and Nestlé have also jumped on the bandwagon. Some analysts argue that companies like Tyson Foods and Nestlé have an upper hand because of their deeper pockets, established supply chains and stable infrastructure...MORE

Memphis Meats raised $161 million to grow meat from cell

Memphis Meats, which grows meat from animal cells, just got a huge endorsement from some big-named backers. That will take it one step closer to selling its product, but it's still a long way off from hitting store shelves. The five-year-old startup said Wednesday it raised another $161 million in a new round of financing. The latest round of fundraising is led by SoftBank Group, Norwest and Temasek. It also includes flashy investors like Bill Gates and Richard Branson, as well as meat companies Tyson (TSN) and Cargill. That brings the company's total funding above $180 million...MORE

Judge blocks law that would stop 'fake meat' from marketing with 'real meat' terminology

Veggie burgers are safe for now after a federal judge temporarily blocked Arkansas legislation banning the use of meat-related terminology to describe meatless products. The state's "truth in labeling" bill made it the latest in a string of states to pass laws controlling how meat-substitutes are marketed. The bill's authors say it's an effort to "protect consumers from being misled or confused." But a lawsuit brought by the ACLU and veggie-meat maker Tofurkey argues that the measure violates the First Amendment as well as other parts of the Constitution. Judge Kristine Baker's Wednesday ruling blocks the law from being enforced while the lawsuit is being argued. "The State appears to believe that the simple use of the word 'burger,' 'ham,' or 'sausage' leaves the typical consumer confused," Baker wrote in the ruling. "That assumption is unwarranted," she added. According to the bill, plant-based "meats" such as those made from soy, tempeh, wheat or lab-cultured ingredients are not classified as meat. Companies found to misrepresent a vegetarian item as a meat product could be fined $1,000 per violation...MORE

Impossible Burgers and other fake meat has American cattle ranchers on defense

The growing popularity of meat alternatives like the Impossible Burger has U.S. cattle ranchers on the defensive as they petition for tighter regulations on the burgeoning industry. U.S. cattle ranchers have good reason to be concerned — Impossible Foods CEO Pat Brown says his product's mission is to be "successful at the expense of the incumbent industry," according to The Wall Street Journal. His company claims its plant-based burger uses 96 percent less land, 87 percent less water and 89 percent less greenhouse gas emissions than a beef burger. Meanwhile, cattle ranchers are seeing their retail sales dip as plant-based meat alternatives trend upward, according to The Journal. They're fighting back, including by asking the U.S. Department of Agriculture to prohibit non-meat from meeting the agency's definition of "meat" and "beef." Laws limiting how companies can label fake meat have been passed in 12 states since 2017, The Journal reported. "We're not about saying you can't develop these products," Kenny Graner, president of the U.S. Cattlemen's Association, told The Journal. "We've been saying, don't call it what it isn't." Beef producers are also taking their arguments to the American public. Graner's organization even takes to social media to fight back against Impossible Foods, accusing its products of being too salty and advertising t-shirts that sport a picture of a cow and the tagline "The Original Plant-Based Protein." But fake meat is growing, popping up at the grocery store and in fast-food restaurants. The Impossible Burger is on menus in more than 17,000 restaurants, including Burger King and White Castle. Impossible Foods says it will roll out in grocery stores nationwide by next year. FoxBusiness

Nestlé CEO Thinks Americans Eat Too Much Meat

Nestlé's plant-based "bacon cheeseburger" made with a plant-based patty and bacon, and vegan cheese.

American adults eat about 50 billion hamburgers each year, or roughly three burgers per week. That average is much higher than France, where adults eat about one burger per month. Mark Schneider, CEO of Nestlé, says the business opportunity in the U.S. isn’t gaining a piece of the market’s burger consumption, but instead, in bringing down overall U.S. meat consumption by getting consumers to eat plant-based burgers, he said at the Fortune Global Forum in Paris. “In the western world in particular, no one talks about cutting out animal proteins,” he told Fortune. However, consumers in countries like the U.S. are so “over-indexed on animal proteins” that reducing their intake would lead to automatic health and environmental impact, he added. “Think about raising plants first to feed an animal so that animal then feeds man, as opposed to raising the plants right away and with those plants feeding man,” Schneider said. “It’s so obvious it doesn’t need explanation, so over time making progress on that is key.” Nestlé recently joined the growing plant-based burger industry, launching its Awesome Burger in September. Schneider wants to up the ante with what he calls their “triple play,” which is a bacon cheeseburger. He told Fortune that some companies make a good plant-based patty, a good cheese or a good bacon, but Nestlé can do all three well...MORE

Meat industry is trying to stifle plant-based food innovation

...As surreal as that sounds, it’s pretty much exactly what some in the meat industry today are attempting in response to the recent success of products that look and taste like animal flesh but are actually made of plants. Newly introduced federal legislation, the Real MEAT Act, would require meaty products that don’t come from slaughtered animals to be prominently labeled as “imitation.” (“MEAT,” in this case, is capitalized to acronymize “Marketing Edible Artificials Truthfully.”)
The language of the bill alleges, without evidence, that “The lack of any Federal definition of ‘beef’ or ‘beef products’ for the purposes of meat food product labeling has led some to begin marketing imitation products as meat or beef.” While the bill can make such claims until the cows come home, there are, in fact, no such mislabeled products on the market, and if there were, false advertising laws would already apply. The reality is that all of the companies making plant-based meats go to great lengths on their packaging to tout that their products are made from plants, not animals. Burger King’s much-touted Impossible Whopper, for example, is heavily promoted as “0% Beef,” while Carl’s Jr’s similar product using a Beyond Burger is labeled “100% Plant-Based.”...MORE

Lawsuit claims Burger King's Impossible Whoppers are contaminated by meat

Burger King was sued on Monday by a vegan customer who accused the fast-food chain of contaminating its meatless "Impossible" Whoppers by cooking them on the same grills as its traditional meat burgers. In a proposed class action, Phillip Williams said he bought an Impossible Whopper, a plant-based alternative to Burger King's regular Whopper, at an Atlanta drive-through, and would not have paid a premium price had he known the cooking would leave it "coated in meat by-products." The lawsuit filed in Miami federal court seeks damages for all U.S. purchasers of the Impossible Whopper, and an injunction requiring Burger King to "plainly disclose" that Impossible Whoppers and regular burgers are cooked on the same grills. Burger King, a unit of Toronto-based Restaurant Brands International Inc, declined to comment, saying it does not discuss pending litigation. Its website describes the Impossible Burger as "100% Whopper, 0% Beef," and adds that "for guests looking for a meat-free option, a non-broiler method of preparation is available upon request."...MORE

Impossible Burger vs. beef: Which is better for the environment?

Amanda Capritto

Is animal farming bad for the environment?  

Depending on where you look, you might find that livestock farming contributes as little as 2.8% of total greenhouse gas emissions or as much as 14.5%. 
True, animal agriculture produces carbon dioxide, methane and other greenhouse gases, but Mitloehner encourages people to look at two important caveats: 

1. Methane is the most significant gas produced from livestock, but methane only remains in the atmosphere for a short time compared to carbon dioxide, which can remain in the air for hundreds of years. 
2. There are bigger issues being clouded by this everlasting debate, such as human pollution and the burning of fossil fuels for electricity, transportation and industry. 

One study even suggests that lab-grown meat could actually be worse for the environment over time.However, all that study really proves is that assuming cell-based meats are better for the environment is just as dangerous as assuming that animal agriculture is the biggest driver of climate change...

Can eating a plant-based diet help the environment? 

Yet another tough question to answer (no big surprise there). The reason there's no straightforward answer to this question is that every food -- whether sourced from animals or plants -- has a unique impact on the environment, Mitloehner says. 
"If we compare gallon to gallon the consumption of real milk from a cow and almond milk, then the real milk will have a carbon footprint 10 times higher than the almond milk," Mitloehner says. "But the almond milk has 17 times the water footprint -- you need 17 times more water to make the equivalent amount of almond [milk] to real milk."
But Abu-Ali argues yes, that eating a plant-based diet can help the environment, simply due to the fact that growing plants uses less resources and less space than does raising animals for food. 
"About 18% of the world's calories come from meat and dairy, but about 80% of farmland is used for meat and dairy," Abu-Ali says, citing this study published in the journal Science. "So there's a very disproportionate usage of resources and that creates some big problems."

And what about all those quotes and statistics? 

Statements like "four pounds of beef equals the emissions of a transatlantic flight" are usually false and misleading, and that's according to both Mitloehner and Abu-Ali. Those statements are often based on "convoluted math," Abu-Ali said, and don't accurately depict the actual state of affairs...

OK, but the environmental situation still isn't ideal

That's true -- there's still work to be done to reduce the environmental impact of all food production, both animal and plant-based. Mitloehner argues that animal agriculture has actually made incredible leaps toward sustainability in the last few decades. 
"We understand societal expectations, and we have an interest in optimizing the stewardship of our land," Mitloehner says. "Nobody has a greater interest in developing our lands sustainably than we do, because this is land we want to pass on to the next generation."
You can do your part to help, too. Abu-Ali and Mitloehner offer some insightful advice on how to do so for vegans and omnivores alike...

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