To memorialize the more than 25,000 young salmon who were killed when a tanker truck overturned near Lookingglass Creek on March 29, PETA plans to place a sky-high message near the site reminding everyone that the crash victims were thinking, feeling individuals who didn’t want to die.
“The fish who were killed in this crash felt the same terror and agony that any dog, cat, or human would feel if they were suffocated or crushed to death,” says PETA Executive Vice President Tracy Reiman. “PETA urges everyone to have empathy for salmon and other fish and to go vegan.”
Fish feel pain, have long memories, share knowledge, and have cultural traditions. Some woo potential partners by creating intricate works of art in the sand on the ocean floor, yet more fish are killed for food each year than all other animals combined. They’re impaled, crushed, suffocated, or cut open and gutted—often while they’re still conscious. Each person who goes vegan spares nearly 200 animals every year, dramatically shrinks their carbon footprint, and avoids ingesting the many toxic chemicals found in the flesh of fish, including mercury, lead, and polychlorinated biphenyls (PCBs). PETA’s free vegan starter kit can help those looking to make the switch.
PETA—whose motto reads, in part, that “animals are not ours to eat”—points out that Every Animal Is Someone and offers free Empathy Kits for people who need a lesson in kindness. For more information, please visit PETA.org or follow the group on X, Facebook, or Instagram.
Following news that yet another bird flu outbreak is sweeping the nation and that nearly 2 million chickens have been killed in 2024 by Texas-based egg seller Cal-Maine Foods Inc., PETA is hitting cities across the country with a multipronged campaign warning of the dangers of continuing to eat meat, eggs, and dairy from animals confined to filthy, severely crowded sheds or feedlots and encouraging people to take the simple and obvious step of going vegan.
We’re talking with ad companies about placing a stark, sky-high warning near Cal-Maine’s operation in Texas and in major cities across the country, reminding everyone that farms, feedlots, and slaughterhouses are breeding grounds for a host of deadly pathogens that can easily mutate and spread to humans.
On April 4, PETA supporters took action in the Lone Star State by flocking to Klyde Warren Park in Dallas, where they gave away dozens of delicious vegan hard-boiled WunderEggs and dished out free vegan starter kits with tips and recipes for eating vegan.
“Hell on Wheels”—PETA’s life-size, hyper-realistic chicken transport truck covered with images of real chickens crammed into crates on their way to slaughter—is in the midst of a cross-country tour and is currently in Mississippi, near Cal-Maine’s headquarters, bombarding diners with actual recorded sounds of dying birds’ cries along with a subliminal message every 10 seconds suggesting that people go vegan.
In 2023 alone, at least 58 million birds confined on farms were systematically killed to limit the spread of avian flu, often using horrific methods, including the following:
Ventilation shutdown (VSD), a prolonged and terrifying process in which workers shut off all airflow to the sheds in which the animals are kept, slowly suffocating them
VSD Plus, which involves adding heat or gas to the air, depriving the animals of oxygen, and raising the temperature to as high as 120 degrees, essentially baking them alive
Slowly suffocating them with a substance similar to firefighting foam
The majority of serious disease outbreaks in recent years originated in animals before being transmitted to humans, including COVID-19, AIDS, avian flu, swine flu, SARS, MERS, Ebola, and Zika. Strains of avian flu have already spread, decimating wild bird populations around the globe.
Eating meat, eggs, and dairy from deplorable operations in which thousands or even millions of animals are confined amid their own waste not only is disgusting and cruel but also will unquestionably lead to more outbreaks. PETA urges everyone to go vegan now—before it’s too late.
For those looking to keep pathogens off their plates or simply avoid paying skyrocketing egg prices, we offer a roundup of delicious, animal-friendly, and safevegan egg options as well as a vegan egg replacer guide for home cooks.
Following news that yet another bird flu outbreak is sweeping the nation and that nearly 2 million chickens have been killed in 2024 by Texas-based egg seller Cal-Maine Foods Inc., PETA is hitting cities across the country with a multipronged campaign warning of the dangers of continuing to eat meat, eggs, and dairy from animals confined to filthy, severely crowded sheds or feedlots and encouraging people to take the simple and obvious step of going vegan.
We’re talking with ad companies about placing a stark, sky-high warning near Cal-Maine’s operation in Texas and in major cities across the country, reminding everyone that farms, feedlots, and slaughterhouses are breeding grounds for a host of deadly pathogens that can easily mutate and spread to humans.
On April 4, PETA supporters took action in the Lone Star State by flocking to Klyde Warren Park in Dallas, where they gave away dozens of delicious vegan hard-boiled WunderEggs and dished out free vegan starter kits with tips and recipes for eating vegan.
“Hell on Wheels”—PETA’s life-size, hyper-realistic chicken transport truck covered with images of real chickens crammed into crates on their way to slaughter—is in the midst of a cross-country tour and is currently in Mississippi, near Cal-Maine’s headquarters, bombarding diners with actual recorded sounds of dying birds’ cries along with a subliminal message every 10 seconds suggesting that people go vegan.
In 2023 alone, at least 58 million birds confined on farms were systematically killed to limit the spread of avian flu, often using horrific methods, including the following:
Ventilation shutdown (VSD), a prolonged and terrifying process in which workers shut off all airflow to the sheds in which the animals are kept, slowly suffocating them
VSD Plus, which involves adding heat or gas to the air, depriving the animals of oxygen, and raising the temperature to as high as 120 degrees, essentially baking them alive
Slowly suffocating them with a substance similar to firefighting foam
The majority of serious disease outbreaks in recent years originated in animals before being transmitted to humans, including COVID-19, AIDS, avian flu, swine flu, SARS, MERS, Ebola, and Zika. Strains of avian flu have already spread, decimating wild bird populations around the globe.
Eating meat, eggs, and dairy from deplorable operations in which thousands or even millions of animals are confined amid their own waste not only is disgusting and cruel but also will unquestionably lead to more outbreaks. PETA urges everyone to go vegan now—before it’s too late.
For those looking to keep pathogens off their plates or simply avoid paying skyrocketing egg prices, we offer a roundup of delicious, animal-friendly, and safevegan egg options as well as a vegan egg replacer guide for home cooks.
“I mean, it’s one lie for the dairy industry, Michael. What could it cost—a cease and desist letter?” As major Hollywood stars face a backlash for promoting what turned out to be cryptocurrency scams, a lawyer for PETA fired off a letter to Arrested Development actor Jason Bateman informing him of the cruelty to mother cows and their calves that’s inherent in the dairy industry and calling on him to stop misleading listeners of the podcast SmartLess, which he cohosts with actors Sean Hayes and Will Arnett, by making false marketing claims on behalf of Organic Valley dairy.
Organic Valley is facing a class-action lawsuit brought by a California resident, who accuses the company of luring her into buying its products at premium prices because it falsely claims to provide cows with the “highest standards” of animal care—despite relying on the same cruel practices typical of the commercial dairy industry, including removing newborn calves from their anguished mothers. In his ad for Organic Valley featured on a recent episode of the podcast with guest John Oliver, Bateman propagates the company’s deceptive marketing claims that its products are “ethically sourced.”
“There’s nothing ‘ethical’ about artificial insemination or tearing newborn calves away from their mothers so that the milk produced for them can be sold to humans,” says PETA Executive Vice President Tracy Reiman. “PETA is calling on Bateman to stop shilling for the dairy industry and is warning consumers to recognize humane washing claims—because the reality is that the only humane milk and cheese is vegan.”
As PETA notes in its letter to Bateman, cows used by the dairy industry are forcibly inseminated repeatedly—often on what the industry itself calls a “rape rack”—to ensure a steady supply of milk, which a cow produces only after she gives birth. It’s common practice to tear their beloved newborn calves away from them shortly after birth so that the milk meant to nourish the calves—who end up in veal crates if they’re male—can be sold for human consumption. Once cows’ bodies wear out after repeated pregnancies, they’re sent to slaughter.
A PETA video shows the shocked reactions of supermarket shoppers when they’re invited to compare the marketing images used by Organic Valley and other self-proclaimed “humane” milk companies to real-life footage from standard dairy farms. Their comments include, “This is terrible,” “It’s very sad,” “Cruel,” and “It seems like it really doesn’t make too much of a difference in terms of the welfare of cows.”
PETA—whose motto reads, in part, that “animals are not ours to eat or abuse in any other way”—points out that Every Animal Is Someone and offers free Empathy Kits for people who need a lesson in kindness. For more information, please visit PETA.org or follow the group on X, Facebook, or Instagram.
At the inaugural THAIFEX-HOREC Asia in Bangkok last month, representation for veganism was strong, particularly for plant-based milk, with a host of startups presenting new innovations in the space.
March brought with it scorching heat in Bangkok. 35°C really felt like 45°C, and it was on one of those days that I made my way to the Impact Arena in the Thai capital’s Muang Thong Thani development. And boy was I thankful, for there were exhibitors with vegan-friendly slushies, iced drinks and ice creams that as much quenched your thirst as they piqued your curiosity.
My eye was, of course, on all things plant-based. And in the giant hall, there were plenty of options that caught my eye. Not least from Thai J.Tip Food, which bedazzled me with a ham made from – wait for it – lotus root. It was unveiling its new vegan ready-meal brand Sun N Moon, which also happened to become the source of my lunch (a vegan massaman curry with quinoa).
But really, plant-based milk was the star of the show, with several different stalls dedicated to championing dairy alternatives in new and innovative ways, including powdered forms and barista milks specifically crafted for specialty coffee.
Oat milk powders evoke childhood nostalgia
Courtesy: Green Queen
Plant-based milk already exists in several forms outside the traditional liquid version, including nut milk pastes, frozen concentrates and oat milk powders. But Singapore-based Oatbedient is focusing on something completely novel: a range of malted oat milk powders that you can drink straight up, a la Ovaltine.
Launched in 2022, Oatbedient offers four products: plain, chocolate, an oat and chia blend, and a sugar-free Lite version. All you do is add the specified amount of hot water to the mix, and voila! You’re living your childhood again.
“We felt there was a gap in the market, because most of the oat milks are all in liquid form, so we wanted to offer another alternative to give consumers some form of convenience,” Oatbedient co-founder and senior business development manager Alex Seh told me. “Some of the consumers we met say it tastes like Horlicks. That wasn’t an intentional thing – we just wanted to find the right ingredient that’s good enough for human consumption, but can bring up the taste to an optimal level, so you can enjoy a cup of delicious oat milk.”
Many plant-based foods can be processed, which has become a turnoff for many consumers. But while there’s definitely a health play here, taste remains king. “The product itself has no palm oil, less sugar, non-GMO, etc. But at the same time, it has to taste delicious. Because what’s the point if we give you all the health benefits, but sacrifice the taste?” he noted. After taste, he believed price is the leading consumption driver for plant-based food in Asia. Sustainability continues to be increasingly important too.
“We have forecast the rise of waterless plant milks some time back, making products more eco-friendly, reducing packaging waste and cutting down on CO2 production and shipping emissions,” said Rachel Tan, food and drink strategist at WGSN. “Opportunities around frozen, shelf-stable and refrigerated are huge, alongside different formats including pastes and concentrates.”
She added: “These new formats will not only appeal to climatarians who value sustainability, but also a larger cost- and convenience-conscious consumer base when you think about longer shelf-lives, portability, customisability and food waste reduction.”
Clean-label and barista milks take the cake
Courtesy: Green Queen
For all the talk about convenience, it wasn’t just the malted oat milk powders Oatbedient was showcasing at THAIFEX-HOREC Asia. The company has just entered the liquid space with barista and Zero oat milk varieties. “To be a full-fledged plant-based milk player, I think inevitably, you need to offer what is already out there in the market,” Seh explained.
He alluded to how consumers want more clean-label products. “The Zero milk is the cleanest oat milk you can find on the market, because it’s just three ingredients: oats, water and Himalayan salt. That’s it,” he said. “The very positive feedback we’ve gotten is: ‘It’s amazing you guys have this alternative. I like oat milk but I don’t like the oil.’”
“Health-minded consumers are becoming increasingly concerned with how products are made, with plant-based options particularly under scrutiny,” explained Tan. “A recent slump in the sales of plant-based products in the US was partly attributed to a desire for more ‘clean labels’. Pioneer brands are prioritising natural ingredients and scrapping alienating processing methods to increase transparency, enhance health credentials and build consumer trust.”
Courtesy: Green Queen
As for barista milks, there was Australian representation in this space from the likes of Milklab and The Alternative Dairy Co. Both exclusively work on milks for coffee, with the former having just launched in Thailand. With a portfolio of oat, soy, coconut, almond and macadamia milks (alongside a UHT dairy option too), Milklab is in 29 countries, and has accounts with industry giants like Starbucks in India, Malaysia, Singapore and Australia, and McDonald’s in Australia.
A brand representative for Milklab told me that while soy milk remains the most popular alt-milk in Thailand, oat is now the leading consumption driver of plant-based dairy – playing to the country’s affinity for coffee mocktails, its stall was all about highlighting its milks in iced beverages.
Courtesy: Green Queen
The Alternative Dairy Co., meanwhile, is owned by Sanitarium, the parent company of So Good. But this is geared exclusively towards foodservice, with So Good spearheading the business’s retail market in Autralia. It makes oat, soy, coconut and almond milk – the latter is the most neutral-tasting almond milk I’ve ever tasted. A company spokesperson told me that Australia’s alt-milk culture is similar to the US’s, in that almond milk has always reigned supreme, but oat is catching up, and is the future of the sector.
Interestingly, she added that plant-based milks now make up about a third of the market in Australia’s coffee industry, and in areas like Melbourne and Bondi Beach, they make up over half of the total. This means that in certain areas, it’s dairy that’s the alternative. How about that?
Oat milk goes in on the granular
Courtesy: Green Queen
The barista milk party didn’t end there. The most intriguing player at THAIFEX-HOREC Asia was Singapore’s Noomoo, which was launched last year and is working on a full range of plant-based milks. While almond and soy are slated for the future, the current lineup – which is in over 250 cafés in Singapore and Malaysia – comprises coconut and two oat milks. You read that right.
The coconut milk, which is combined with pea protein, is the freshest-tasting coconut milk I’ve had, and might just be one of my favourite plant-based milks overall, given it works as a standalone, in teas like hojicha and genmaicha, and in coffee too.
As for the dual barista oat milk range, the idea is to create products that have specific functions for different kinds of coffee. The milk titled ‘Barista’ is crafted from Australian oats and high-oleic canola oil, and geared towards medium to dark roasts. “The Australia one is created for when the cups are bigger. In some countries, they like ice and a lot of milk, so it needs to be a bit lighter and goes with darker roasts, which are chocolatey and nutty. This will help to round it and balance it,” co-founder and chief action officer Nick Chan told me.
He explained that the milk’s formulation isn’t heavy enough to mask the acidity of very light-roasted coffees: “If you’re a coffee connoisseur, you might not like or appreciate the acidity of coffee.” If you are one, though, the Artisan oat milk is for you.
Courtesy: Green Queen
Based on Mongolian oats, which he said are naturally higher in protein and enhance the frothability of the milk, this one is a bit heavier on the oats (11%, versus 10% for the Barista blend) and contains low-sodium lake salt, creating a creamy element without interfering too much with the flavour. Adding more oats to make the coffee shine more might feel counterintuitive, but it works.
Chan explained that given its neutrality and creaminess, oat milk complements coffee better than other milks, and is fast capturing Asia’s plant-based milk market. “If you just go to oat milk for two weeks, you cannot go back to milk,” he suggested.
“This trend towards barista milk is in line with the rise of fourth-wave coffee which democratises quality, encompasses sustainability and bottom-up creativity. Coffee consumers are becoming more sophisticated, seeking greater sensory engagement, and wanting to participate in the home café trend,” noted Tan. “This will have legs beyond food service to new RTD styles and at-home consumption. Complementary categories like dairy, nut milk, syrups and condiments can create products that elevate drinking rituals at home – including speciality barista milk.”
Noomoo will be looking to take market share from Asia’s oat milk market leader, Oatside. Oatly, which will also release a light-roast-friendly barista milk this year, is the other major player in the region. Noomoo is already in over 250 cafes in Singapore and Malaysia. Now, it’s launching in Thailand, and aims to target Indonesia and South Korea next. “At the moment, I’m trying to get professional endorsements for the products, which is why I’m working with baristas,” he said.
As a former barista, I can safely say the endorsement would be universal.
It looks like Jason Bateman is playing a new role, starring as a deceptive cheese shill. On a recent episode of the podcast Smartless, Bateman endorsed Organic Valley, prompting PETA lawyers to send him a letter regarding the company’s false marketing claim that its products are “ethically sourced”—a claim he propagated in his ad read.
Public figures are responsible for ensuring their endorsements’ authenticity and integrity. Celebrities have a duty to their audiences to thoroughly vet the products and companies they promote, ensuring they align with ethical standards and deliver on their promises.
Organic Valley’s Deception
In the dairy industry, companies like Organic Valley—whether they use “organic,” “grass-fed,” “ethically raised,” or any other such label (these labels are also common in the meat industry)—repeatedly impregnate cows to keep them lactating, only to rip newborn calves away from their mothers shortly after birth. This separation inflicts immense trauma on the mother and her calf, so it’s impossible for Organic Valley’s milk or cheese—or any dairy product—to be “ethically sourced.”
What Is Humane Washing?
Organic Valley’s marketing is an example of humane washing, a tactic companies use to appeal to consumers’ desire for ethically produced items while conveniently sidestepping the grim reality of animal agriculture. By labeling their products with deceptively positive claims, they trick consumers into thinking they’re making ethical choices when they’re actually supporting animal abuse.
Were You Duped by ‘Humane’ Dairy Claims? Let Us Know!
If you bought milk, cheese, or another dairy item advertised with “humane” logos, slogans, or images of cows on lush green pastures and believe that a company misled you about how the item was produced, we want to hear from you. You have a right to know the truth about what you buy and consume. Please contact us to share your concerns:
It looks like Jason Bateman is playing a new role, starring as a deceptive cheese shill. On a recent episode of the podcast Smartless, Bateman endorsed Organic Valley, prompting PETA lawyers to send him a letter regarding the company’s false marketing claim that its products are “ethically sourced”—a claim he propagated in his ad read.
Public figures are responsible for ensuring their endorsements’ authenticity and integrity. Celebrities have a duty to their audiences to thoroughly vet the products and companies they promote, ensuring they align with ethical standards and deliver on their promises.
In the dairy industry, companies like Organic Valley—whether they use “organic,” “grass-fed,” “ethically raised,” or any other such label (these labels are also common in the meat industry)—repeatedly impregnate cows to keep them lactating, only to rip newborn calves away from their mothers shortly after birth. This separation inflicts immense trauma on the mother and her calf, so it’s impossible for Organic Valley’s milk or cheese—or any dairy product—to be “ethically sourced.”
What Is Humane Washing?
Organic Valley’s marketing is an example of humane washing, a tactic companies use to appeal to consumers’ desire for ethically produced items while conveniently sidestepping the grim reality of animal agriculture. By labeling their products with deceptively positive claims, they trick consumers into thinking they’re making ethical choices when they’re actually supporting animal abuse.
Were You Duped by ‘Humane’ Dairy Claims? Let Us Know!
If you bought milk, cheese, or another dairy item advertised with “humane” logos, slogans, or images of cows on lush green pastures and believe that a company misled you about how the item was produced, we want to hear from you. You have a right to know the truth about what you buy and consume. Please contact us to share your concerns:
Following news that yet another bird flu outbreak is sweeping the nation and nearly 2 million chickens have been killed by Texas-based egg seller Cal-Maine Foods Inc., PETA is hitting cities across the country with a multipronged campaign warning of the dangers of continuing to eat meat, eggs, and dairy from animals confined to filthy, severely crowded sheds or feedlots and encouraging people to take the simple and obvious step of going vegan.
PETA is talking with ad companies about placing a stark, sky-high warning near Cal-Maine’s Texas operation and in major cities across the country, reminding everyone that farms, feedlots, and slaughterhouses are breeding grounds for a host of deadly pathogens that can easily mutate and spread to humans.
PETA’s sky-high warning
PETA supporters took action in the Lone Star State yesterday by flocking to Klyde Warren Park in Dallas, where they gave away dozens of delicious vegan hard-boiled WunderEggs and dished out free vegan starter kits with tips and recipes for eating vegan.
Credit: PETA
“Hell on Wheels”—PETA’s life-size, hyper-realistic chicken transport truck covered with images of real chickens crammed into crates on their way to slaughter—is in the midst of a cross-country tour and is currently in Mississippi, near Cal-Maine’s headquarters, bombarding diners with actual recorded sounds of dying birds’ cries along with a subliminal message every 10 seconds suggesting that people go vegan. The vexatious vehicle delivers the horrors of the slaughterhouse straight to restaurant patrons who may be thinking of chowing down on fried chicken during lunch and will soon be on its way to Arkansas and Louisiana.
Credit: PETA
Hell on Wheels. Credit: PETA
“Eating meat, eggs, and dairy from deplorable operations where thousands or even millions of animals are confined amid their own waste not only is disgusting but also will unquestionably lead to another pandemic,” says PETA President Ingrid Newkirk. “PETA urges everyone to go vegan now, before it’s too late.”
PETA points out that the majority of diseases that have caused the pandemic or epidemics in recent years originated in animals before being transmitted to humans, including COVID-19, AIDS, avian flu, swine flu, SARS, MERS, Ebola, and Zika. Strains of avian flu have already spread, decimating wild bird populations around the globe.
For those looking to keep pathogens off their plates or simply avoid paying skyrocketing egg prices, PETA offers a roundup of delicious, animal-friendly, and safevegan egg options as well as a vegan egg replacer guide for home cooks.
Last year alone, at least 58 million birds confined on farms were systematically killed to limit the spread of the virus, often using horrific methods, including ventilation shutdown (VSD), a prolonged and terrifying process in which workers shut off all airflow to the sheds in which the animals are kept, slowly suffocating them; VSD Plus, which involves adding heat or gas to the air, depriving the animals of oxygen, and raising the temperature to as high as 120 degrees, essentially baking them alive; and slowly suffocating them with a substance similar to firefighting foam.
PETA—whose motto reads, in part, that “animals are not ours to eat”—points out that Every Animal Is Someone and offers free Empathy Kits for people who need a lesson in kindness. For more information, please visit PETA.org or follow the group on X, Facebook, or Instagram.
Following the news that Cal-Maine Foods Inc. killed almost 2 million chickens at an egg factory in Parmer County due to a bird flu outbreak, PETA plans to place a sky-high warning near the plant, reminding everyone that slaughterhouses and filthy, severely crowded sheds where chickens are confined in the egg industry are breeding grounds for a host of deadly pathogens that can easily mutate and spread to humans.
“Eating meat, eggs, and dairy from deplorable operations where thousands or even millions of animals are confined amid their own waste not only is disgusting but also will unquestionably lead to another pandemic,” says PETA Executive Vice President Tracy Reiman. “The only solution is to go vegan, and PETA stands ready with free vegan starter kits to help everyone make the switch—before it’s too late.”
The U.S. Department of Agriculture recently revealed that highly pathogenic avian influenza has been detected in cows used for dairy in Kansas, Michigan, New Mexico, and Texas; is present in the milk of infected cows; and has been transmitted from a cow to a human at least once in the Texas Panhandle—the region where Cal-Maine Foods’ Parmer County egg factory is located. PETA points out that the majority of diseases that have caused epidemics or pandemics in recent years originated in animals before being transmitted to humans, including AIDS, avian flu, swine flu, SARS, MERS, Ebola, Zika, and COVID-19. Strains of avian flu have already spread, decimating wild bird populations around the globe. Last year alone, at least 58 million birds confined on farms were systematically killed to limit the spread of the virus.
PETA—whose motto reads, in part, that “animals are not ours to eat”—points out that Every Animal Is Someone and offers free Empathy Kits for people who need a lesson in kindness. For more information, please visit PETA.org or follow the group on X, Facebook, or Instagram.
Diners on their way into Chick-fil-A on E. County Line Road are in for an earful on Saturday, when “Hell on Wheels”—PETA’s life-size, hyper-realistic chicken transport truck covered with images of real chickens crammed into crates on their way to slaughter—will bombard them with actual recorded sounds of the birds’ cries along with a subliminal message every 10 seconds suggesting that people go vegan. The vexatious vehicle will deliver the horrors of the slaughterhouse straight to any patron thinking of chowing down on fried chicken during lunch.
When: Saturday, April 6, 12 noon
Where: Outside Chick-fil-A, 1065 E. County Line Rd., Jackson
Credit: PETA
“Behind every hot wing or bucket of fried chicken is a once-living, sensitive individual who was crammed onto a truck for a terrifying, miserable journey to their death,” says PETA Executive Vice President Tracy Reiman. “PETA’s ‘Hell on Wheels’ truck is an appeal to anyone who eats chicken to remember that the meat industry is cruel to birds and the only kind meal is a vegan one.”
PETA—whose motto reads, in part, that “animals are not ours to eat”—points out that Every Animal Is Someone
and offers free Empathy Kits for people who need a lesson in kindness.
Following the news that egg seller Cal-Maine Foods Inc. killed over 1.6 million chickens at a Parmer County facility on Tuesday due to a bird flu outbreak, PETA supporters will flock to Klyde Warren Park today to give away samples of the vegan hard-boiled WunderEggs along with free vegan starter kits. The group will be dishing out food for thought about why, even amid outbreaks of zoonotic diseases that threaten to spark the next global pandemic, the egg industry continues to pack chickens into filthy, severely crowded, windowless sheds that are perfect breeding grounds for a host of deadly pathogens that can easily mutate and spread to humans.
When: Thursday, April 4, 12 noon
Where: Nancy Best Fountain at Klyde Warren Park, 2012 Woodall Rodgers Freeway, Dallas
Credit: PETA
“Disease, misery, and death flourish at these factories of filth, which pack chickens in by the thousands and treat them like egg-producing machines,” says PETA Executive Vice President Tracy Reiman. “PETA urges anyone concerned about avian flu outbreaks to try nutritious and delicious vegan eggs, which never spread deadly viruses.”
PETA—whose motto reads in part, that “animals are not ours to eat”—points out that Every Animal Is Someone and offers free Empathy Kits for people who need a lesson in kindness. For more information, please visit PETA.org or follow the group on X, Facebook, or Instagram.
It’s International Carrot Day! The best way to show that you carrot all about animals, the planet, and your health is to go vegan—and PETA’s charismatic mascot Chris P. Carrot is rooting for everyone to make the compassionate switch.
From gentle mother cows who protectively coddle their young to curious hens who establish meaningful friendships, every animal is someone with their own feelings, interests, personalities, and needs. The meat, egg, dairy, and fishing industries exploit and kill billions of these sensitive living beings every year while destroying the environment. The United Nations has said for many years that a global shift toward vegan living is necessary to combat the climate catastrophe and other environmental crises.
For International Carrot Day, join Chris in his mission to spare animals, protect Mother Earth, and bolster human health by going vegan.
20 Years of Activism: See How Our Vivacious Veggie Has Championed Animal Rights
January 29, 2004:Chris P. Carrot entered the presidential race with his running mate, Colonel Corn, to urge everyone to get back to their roots by eating more fruits, veggies, and grains.
August 14, 2005:Chris walked the red carpet before the Comedy Central Roast of Pamela Anderson with the compassionate star and target of the event—who only agreed to do the roast on the condition that Comedy Central donate to PETA and air our ads during the special.
January 31, 2007: In an article in the National Hog Farmer, Chris was cited as the main reason why Smithfield decided to stop confining pregnant pigs to gestation crates—or stalls so tiny that the animals can’t even turn around in them. The article noted that it “appears that US grocery stores and restaurants will do whatever they have to do to keep that PETA guy in the carrot suit from standing in front of one of their stores.”
May 23, 2008: Chris attended the Veggie Pride Parade in New York City with Penelo Pea Pod, despite silly claims that root vegetables and legumes don’t belong together. One agitated hot dog vendor apparently blamed the duo for his lack of success, saying, “It’s because of the vegetarians …. It’s one of my worst days in four years.”
June 30, 2009: Chris made a star appearance at San Francisco’s Gay Pride Parade with PETA’s “Lettuce Ladies” and “Broccoli Boys.”
June 8, 2010: Chris joined Toronto’s first annual Veggie Pride Parade.
August 30, 2010: Chris attended a “Tea Party” rally to promote vegan living.
January 22, 2013: Chris attended President Barack Obama’s second inauguration with Celery Stalk and Mother Earth and distributed PETA’s vegan starter kits and copies of the video “Glass Walls,” a groundbreaking exposé of the meat industry narrated by Sir Paul McCartney.
June 16, 2015: Chris led the PETA brigade at the Capital Pride festival in Washington, D.C.
January 20, 2017: Chris attended President Donald Trump’s inauguration and urged the crowd to go vegan.
September 20, 2017: Chris traveled with his old pal Colonel Corn to Charlotte, North Carolina, for the International Day of Peace to promote nonviolence in food production.
January 10, 2024: Chris joined the campaign trail in Iowa to urge attendees at the first caucus of the 2024 primary season to go vegan for animals, the environment, and human health. He went on to South Carolina to continue his work.
Join Chris by Going Vegan
The adventures of PETA’s carrot mascot represent just one of our projects to change the world for chickens, cows, pigs, fish, and other animals around the world. Let’s crunch our way to a brighter, greener future together! Order PETA’s free vegan starter kit to start saving animals today:
Highlighting the climate and health benefits of vegan diets, 55 Congressional leaders in the US have penned an open letter to president Joe Biden, urging him to increase plant-based food options across all federal facilities nationwide.
As states continue their battle with the livestock sector’s newest ‘enemy’, cultivated meat, federal policymakers are championing that industry’s older rival, calling on the US government to increase its adoption of plant-based food.
In an open letter to Biden last month, 55 Congressional leaders asked the president to expand vegan offerings in all federal facilities nationwide, using scientific evidence to describe the environmental and health virtues of plant-based diets, and noting their importance in meeting the dietary and cultural demands of workplace meals.
“Our federal government spends billions of dollars on food procurement each year and can play an important role in empowering and providing consumers with healthy food offerings,” the letter reads. “Today, we write to encourage your administration to work with federal agencies to make a plant-based option available everywhere our federal government serves a meal – from museums to national parks, and federal agency cafeterias to military bases.”
Congress highlights studies showing vegan diets’ benefits
Courtesy: Cliff Owen/AP
The letter was led by Democrat Jamie Raskin, and facilitated by climate activism organisation the Environmental Working Group. It lays out findings from a host of studies outlining the impact of plant-based diets on human and planetary health, and is co-signed by policymakers like Alexandria Ocasio-Cortez, Raja Krishnamoorthi, Adam Schiff, Shri Thanedar, Julia Brownley and Barbara Lee, among others.
“A high-quality plant-based diet, rich in essential minerals, vitamins, healthy fats, and fibre, can bolster our immune systems, lower inflammation, and mitigate diet-related diseases including heart disease, diabetes, cancer, and chronic diseases,” the letter reads, adding that it can also help reduce cholesterol, inflammation, and high blood pressure.
It mentions the Stanford University trial led by Christopher Gardner, which compared the effects of a vegan diet on identical twins, and found that a healthy plant-based diet can lower LDL cholesterol, insulin and body weight – all factors associated with better cardiovascular health. The study was covered in the four-part Netflix documentary You Are What You Eat, released in January.
The letter goes on to spotlight a landmark study published in the Nature journal last year, which showed that vegan diets can reduce emissions, water pollution and land use by 75% compared to a meat-heavy diet. “In comparison, livestock farming is associated with larger environmental impacts, contributing to significant levels of US greenhouse gas emissions from land use, water use and nitrous oxide emissions from livestock waste and heavy fertiliser usage,” it states.
“Offering a plant-based meal option at federal facilities can help reduce our federal government’s carbon footprint while also promoting our people’s health.”
However, one of the biggest barriers to such policies is a lack of consumer education about these effects, with 74% of Americans thinking meat doesn’t have any impact on climate change, and the number of vegans hitting a 10-year-low last year.
Call for plant-based food comes during ‘climate election’ year
Courtesy: Wikimedia Commons, Jarino47/Getty Images | Composite by Green Queen Media
The open letter namechecks the White House’s National Strategy on Hunger, Nutrition and Health, which aims to foster “an environment that makes it easier for Americans to choose healthy food options”, and mentions a goal to “increase the availability of healthy beverage choices as well as plant-based options” in federal facilities.
“While the Food Service Guidelines for Federal Facilities recommends that federal facilities provide ‘protein foods from plants’, a vegetarian or plant-based option is still not commonly offered at federal food facilities,” the letter argues. “About one in four American workers eat and drink food obtained from their workplaces, and this presents an exciting opportunity to provide federal employees and visitors with nutritious plant-based meal options.”
It further cites a Harvard University study revealing that “making more nutritious options available to federal workers and visitors will improve people’s health and lead to overall cost savings” for the government. The Biden administration has made investments in policies to end hunger, promote nutrition and reduce diet-related diseases by 2030. Commending this, the letter adds: “Our federal government can lead by example through its own food practices.”
In a blog post, the US Plant Based Foods Association (PBFA) wrote: “Consumers want and willingly choose to put plant-based food options on their plates when available.” A 2023 multi-university pilot revealed that when presented with vegan meals as the default option (with meat-based options available on request), the demand for plant-based dishes can increase by up to 82%, while emissions can be lowered by 24%.
The PBFA’s own research shows that 43% of consumers think the availability of plant-based options improves the restaurant experience. “We hope to see these changes take hold within our federal institutions, and by offering a greater variety of plant-based options, prioritising thoughtful menu labelling, and educating the American public – not just those that identify as vegetarian or plant-based – we can create well-rounded dining experiences that appeal to all patrons, meet the demands of our planet, and promote the health and sustainability goals of our country,” the association noted.
The letter comes during what is being termed the year of climate elections, and at a time when Biden is being criticised for weakened climate policies. At the time of writing, the incumbent president is tied in the polls with his predecessor and challenger Donald Trump, whose potential re-election could bring about a regression of global climate efforts, according to former UN climate chief Patricia Espinosa, who says a White House return for the Republican “would have very strong consequences if we see a regression regarding climate policies in the US”.
An increasing number of local governments are embracing plant-based foods – including Los Angeles County, New York City, Baltimore and Texas – the federal administration would do well to follow in their lead ahead of November 5.
French food tech startup La Vie has expanded its foodservice footprint via a deal with Pizza Hut France, which will see its plant-based ham be available on demand for all of the chain’s menu items for 2024.
When Pizza Hut France tweeted on Monday that it was replacing its conventional ham with La Vie’s vegan version, it felt like another April Fool’s joke. That was the consensus on the social media platform too, until the startup responded with: “It’s not a joke.”
It definitely ruffled some feathers, with one user finding the ‘joke’ not funny and saying they’ll boycott the brand, and another – presumably a ham lover – warning the pizza chain it has just lost a customer.
But there was a catch: while Pizza Hut France did switch out all its animal-derived ham with the pea protein ham, it was only doing so for one day. So if you ordered a dish with ham from the restaurant chain yesterday, you ate La Vie ham.
Courtesy: La Vie/Pizza Hut
Starting today, conventional ham is back on the menu, but La Vie’s isn’t going away anywhere, with Pizza Hut making it available as an on-demand option for all its dishes for the rest of the year. And the best part? There’s no extra cost for swapping the hams – Pizza Hut France is offering La Vie without any upcharge.
“Pizza Hut France continues to innovate and doesn’t hesitate to break new ground,” said the company’s regional CMO, Emilie Genty. “Once again, Pizza Hut France is thinking big by collaborating with La Vie, to offer a plant-based alternative to ham on all our ranges: our Pizzas, our Melts, our Pastas, and our starters!”
Jambon végétal on your Pizza Hut order
La Vie says the partnership is built on shared values of conviviality, originality, and deliciousness, and is an extension of the brand’s successful foodservice partnerships. Its flagship bacon rashers and lardons have been a permanent fixture on Burger King menus since May 2022, and the ham was featured in a plant-based version of the iconic jambon beurre by vegan bakery Land&Monkeys.
But this marks the first time La Vie has teamed up with a pizza chain, allowing customers from across the dietary spectrum – vegans, vegetarians, flexitarians and meat-eaters – to integrate a plant-based meat analogue into their pizza orders. Pizza is highly popular in France, one of the leaders in terms of per capita consumption. In fact, in 2015, it tied with the US as the largest pizza consumer in the world.
La Vie’s products have already been available at over 4,600 retail stores and 3,000 restaurants across Europe, and its entry into Pizza Hut’s 126 stores in France continues its mission of a responsible food system transformation. It is already featured as default on menu items like Croq-Monsieur Melts and garlic breads, and pastas, as well as the Queen, Texan BBQ, Jambon Beurre (ham and cheese), and yes, even Hawaiian pizzas.
Courtesy: La Vie/Pizza Hut
Its CMO Romain Jolivet cites a 2024 YouGov survey that revealed one in five French youngsters don’t eat meat, chiefly due to ethical and environmental reasons. “Fast food, being a pillar of the dietary habits of this generation, has already started to make the shift,” he said. “The evidence is with Burger King’s veggie offer representing 20% of sales, but that’s not the case in the pizza sector.”
He added: “That’s why we decided to accelerate the movement in our mission to convince the French to adopt a plant-based diet, while fully preserving gustatory pleasure, with our products rich in plant proteins and made in France, with Pizza Hut France taking the bet to offer all its ham pizzas with the La Vie plant-based alternative to meet this growing demand.”
La Vie originally launched its vegan ham in September, on the back of selling 2.5 million SKUs in the previous 18 months. What stood out immediately was the ingredient list, which comprised just seven ingredients: pea protein (making up 90% of the total composition), soy protein, natural flavourings, radish juice concentrate, salt, acidity regulator (potassium acetate) and vegan lactic acid.
Fast-growing La Vie aids Pizza Hut’s much-needed vegan expansion
The vegan ham is a nutritional powerhouse, with one serving offering 19.5g of protein and only 0.7 grams of saturated fat – compared to 21g of protein and 1g of saturated fat for the country’s market-leading conventional ham. This will appeal to French consumers, for whom, health is the main purchasing driver for plant-based meat alternatives, according to a large pan-European survey last year, where 51% said it was key.
But an even bigger motivation is the flavour, important to 52% of French consumers. Their concerns will be eased by the (favourable) controversy La Vie has attracted – it was the recipient of a cease-and-desist letter by the pork lobby, which accused it of unfair competition, stating that its plant-based bacon lardons were too similar to their conventional counterparts.
The same poll also suggested that 57% of French consumers reduced their consumption of meat last year. It came against the backdrop of France’s factory farming push and anti-vegan labelling law, which has prohibited plant-based companies from using 21 words like ‘steak’ or ‘beef’, as well as 120 other terms such as ‘cooked fillet’ or ‘poultry’, on product packaging.
However, a coalition of businesses led by vegan whole-cut chicken maker Umiami filed an urgent suspension request in late March asking for the decree to be held back, which is set to come into effect within the next few weeks if there are no responses from the government or the courts. La Vie is part of this group.
Courtesy: Pizza Hut
The Natalie Portman-backed startup has weathered the plant-based meat storm – whether it’s sales declines, negative media coverage or a venture capital drain. It completed an oversubscribed €2M crowdfunding round last September, following a record-breaking €25M in Series A round in January 2022. And in the first half of 2023, it witnessed a staggering 379% growth compared to the same period in 2022.
Pizza Hut, meanwhile, has expanded its growing vegan footprint internationally by incorporating La Vie’s ham into its menu. The chain uses Beyond Meat’s products and offers Violife’s vegan cheese in the UK, for example (the latter is also available in Germany), and introduced vegan wings in its Australia outposts last year.
That said, an analysis of fast-food menus in nine countries by ProVeg International found that plant-based menu items represent just 8% of Pizza Hut’s overall range, and 5.2% of its mains, placing it fourth on the vegan-friendly list of the Big Five fast-food chains. However, the report did note that the pizza chain is making an effort to offer vegan options, adding that integrating them into the general menu will likely appeal to a wider range of customers, including flexitarians and omnivores.
Offering La Vie’s ham on its dishes is one big step in that direction.
Diners on their way into Buffalo Wild Wings are in for an earful on Thursday, when “Hell on Wheels”—PETA’s life-size, hyper-realistic chicken transport truck covered with images of real chickens crammed into crates on their way to slaughter—will bombard them with actual recorded sounds of the birds’ cries along with a subliminal message every 10 seconds suggesting that people go vegan. The vexatious vehicle will deliver the horrors of the slaughterhouse straight to any patron thinking of chowing down on fried chicken during lunch.
“Behind every hot wing or bucket of fried chicken is a once-living, sensitive individual who was crammed onto a truck for a terrifying, miserable journey to their death,” says PETA Executive Vice President Tracy Reiman. “PETA’s ‘Hell on Wheels’ truck is an appeal to anyone who eats chicken to remember that the meat industry is cruel to birds and the only kind meal is a vegan one.”
PETA—whose motto reads, in part, that “animals are not ours to eat”—points out that Every Animal Is Someone and offers free Empathy Kits for people who need a lesson in kindness.
Following a disturbing pattern of violations at Fitch Ranch Artisan Meat Company in Craig—e.g., a worker dragged a disabled pig by her ears and employees have repeatedly shocked or electrocuted animals—PETA rushed a letter today to 14th Judicial District Attorney Matt Karzen urging him to investigate and file appropriate criminal charges against those responsible.
In an incident on February 21 that resulted in a temporary suspension notice from the U.S. Department of Agriculture, a federal inspector reportedly witnessed a worker grabbing a disabled pig by her ears and dragging her off a trailer, causing her to cry out and fall from the trailer onto a concrete floor. Once the pig was lying on the floor, the worker grabbed her by the ears again and dragged her on her stomach about 5 feet toward an alleyway, where she cried out and got into a “semi sitting position” while she continued to be dragged.
Additionally, last year, slaughterhouse workers at Fitch Ranch Artisan Meat Company botched stunning attempts on six different animals—a lamb, a cow, and two steers who were repeatedly shot in the head and two pigs who were repeatedly electrocuted. One of the pigs, who was electrocuted near the shoulder blades instead of on the head, cried out, ran around, and tried to climb out of the “stun box” before another employee finally rendered the animal unconscious.
“These violations show that Fitch Ranch Artisan Meat Company either can’t or won’t comply with federal law designed to prevent the prolonged suffering of animals,” says PETA Vice President of Evidence Analysis Daniel Paden. “PETA is calling for a criminal investigation on behalf of these animals and reminds everyone that the only humane meal is a vegan one.”
PETA is pursuing charges under state law because federal officials haven’t prosecuted any inspected slaughterhouses for acts of abuse since at least 2007.
PETA—whose motto reads, in part, that “animals are not ours to eat”—points out that Every Animal Is Someone and offers free Empathy Kits for people who need a lesson in kindness. For more information, please visit PETA.org or follow the group on X, Facebook, or Instagram.
PETA’s letter to Karzen follows.
April 1, 2024
The Honorable Matt Karzen
14th Judicial District Attorney
Dear Mr. Karzen:
I hope this letter finds you well. I’d like to request that your office (and the proper local law-enforcement agency, as you deem appropriate) investigate and file suitable criminal charges against Fitch Ranch Artisan Meat Company and the workers responsible for dragging a disabled pig by the ears off of a trailer and across the facility on February 21—and repeatedly shooting or electrocuting six animals—at its slaughterhouse located at 383 E. First St. outside Craig. The U.S. Department of Agriculture’s Food Safety and Inspection Service (FSIS) documented the latest incident in the attached report, which states the following:
While the establishment was unloading a lame market swine from a livestock trailer at the secondary entrance into the alleyway, I observed an establishment employee grab the [conscious pig] by [her] ears and drag the animal on [her] belly off of the trailer. The swine began vocalizing when [she] was grabbed by the ears. The … animal fell from the trailer to the concrete floor … approximately 10 inches. Once the [pig] was out of the trailer and laying on the ground, the … employee then grabbed the swine by [her] ears again and continued to drag the animal on [her] belly approximately 5 feet towards the alleyway and the swine sat up into a semi sitting position for approximately 3 feet while still being dragged by [the] ears. The swine was vocalizing while being dragged.
Additionally, FSIS issued this facility a “Letter of Concern” last year for six violations of federal law that caused animals to endure prolonged, painful deaths:
On June 28, 2023, a pig was electrocuted, remained conscious, and cried out after electrical tongs slipped off her ears.
On June 26, a steer continued standing, looking around, crying out, and bleeding after he was shot in the head.
On June 21, a worker shot a lamb again after the first shot failed to stun the animal.
On June 20, a cow continued to stand and look around after being shot in the head.
On June 14, a worker electrocuted a pig near the shoulder blades instead of the head. The pig cried out, ran around, and tried to climb out of the “stun box” before another employee finally rendered the animal unconscious.
On March 1, a steer remained conscious after he was shot in the head.
Further details about some of these incidents can be found here.
This conduct appears to violate C.R.S.A. § 18-9-202. Importantly, FSIS’ actions carry no criminal or civil penalties and do not preempt criminal liability under state law for slaughterhouse workers who perpetrate acts of cruelty to animals. Given that FSIS has not initiated a criminal prosecution of a licensed slaughterhouse for inhumane handling since at least 2007, charges under state law are these victims’ only chance at a measure of justice.
Please let us know if we can do anything to assist you. Thank you for your consideration and for the difficult work that you do.
Korean food giant CJ CheilJedang has introduced its plant-based dumplings to grocery stores inside US military bases in South Korea, with plans to extend the range and expand in other countries too.
Plant-based options for US military personnel are growing, with CJ CheilJedang now offering its vegan Bibigo dumplings at grocery stores in four United States Forces Korea (USFK) bases in South Korea.
On Sunday, the company launched its Giant Dumpling product range under the Bibigo brand in original, japchae and kimchi flavours, following a three-day tasting event at the USFK. While the military declined to comment on the exact bases that stock the products, it confirmed that each pack was priced at $6.43, according to The Korea Times.
The ready-to-heat dumplings contain a mix of vegetables, wheat gluten and soy protein, and take only about seven minutes to prepare. The company’s plant protein contains an ingredient called TasteNrich, which helps add a rich umami flavour to products like meat analogues, and is produced in a dedicated $50M facility in Indonesia.
According to the company, one soldier who tasted the japchae dumplings remarked: “This is my first time trying plant-based food, and it tastes just as good as the regular dumpling products I used to eat.”
The development enables CJ CheilJedang – which is South Korea’s largest food company – to secure a new distribution channel, following a year in which sales of Bibigo’s vegan dumplings doubled year-on-year. In 2022, the brand’s overall sales totalled $8.2B.
CJ CheilJedang set to expand plant-based options for US military
Courtesy: CJ CheilJedang
In South Korea, food companies are only allowed to sell US-grown meat inside USFK bases, which means they’re forced to import from the US to meet military regulations. So until now, its shipments to the USFK were solely dependent on Cj CheilJedang’s US subsidiary, Schwan’s Company. But with the introduction of the vegan Bibigo dumplings, the company has gained more flexibility in this matter.
“The criteria for opening a grocery store in a US military base are very strict compared to general export channels, so we put in a year of effort, including tasting sessions and inspections of manufacturing plants,”
“Entering the market at USFK bases is much harder than other local markets here because of the American authority’s strict standards for products,” said Lee Jeong-chan, plant-based food manager at CJ CheilJedang. “We’ve invested the past year for this marketing to work out, holding tasting events for Americans and inviting them to our manufacturing plants.”
He added: “We plan to continuously secure a diverse customer base in line with the expanding trends of health and environmental friendliness.”
The company aims to expand its USFK offerings with rice balls and frozen gimbaps, and aims to launch its plant-based foods at US military bases in other countries as well, including Japan and Guam.
CJ CheilJedang has previously earmarked plant-based food as its “growth engine”, targeting ₩200B ($152M) in sales in the sector by 2025. “As these three trends – health and wellness, sustainability, and animal welfare – merge together, plant-based is becoming a global mega-trend. We project the global plant-based food market to grow up to ₩35T [about $26B] in the next 10 years,” a company representative said during a press conference in 2022.
This is the second instance of a plant-based company working with the US military to increase vegan options for service members. In February, Californian giant Impossible Foods – whose products have been available at various military operations for a few years now – announced it was working with the US Army Central, which coordinates foodservice at an army-wide level, to serve its vegan beef and burgers in military dining facilities in North Africa, the Persian Gulf, the Middle East, and Southwest Asia.
Is there demand for vegan food among US troops?
Courtesy: US Army
In July 2022, the US House of Representatives passed the 2023 National Defense Authorization Act, one of whose requirements was that the Defense Logistics Agency (DLA) produce a report on plant-based Meals, Ready-to-Eat (MREs), which are dehydrated field rations for troops in the US. The study was meant to determine the demand for vegan MREs among troops, including cost and feasibility analysis to produce at least two plant-based MREs, service member demand, and an implementation plan. (The results aren’t public yet.)
MREs have historically been meat-heavy, with the first vegetarian meals introduced only in 1986. The current menu of 24 dishes only contains four meatless options. “There may have been a vegetarian entree that was also vegan. “To date, there has been no military service requirement for vegan MREs,” the DLA told the Guardian in 2019.
But a 2022 Mercy for Animals survey of 226 American troops found that 3.5% are vegan, and 42% either didn’t eat meat, were flexitarian, or trying to decrease their animal product intake. The majority (81%) would pick climate-friendly MREs, and the same number feel the military should provide plant-based MREs – in fact, 63% suggested they’d choose a vegan MRE over a meat-based meal.
Additionally, 70% said they’d climate-friendly food options if available, and 63% believed plant-based foods are more sustainable than animal-derived foods. Many also felt vegan food is healthier (52%) and provides more energy (51%) too.
And in 2019, one vegan soldier successfully campaigned to include a plant-based main at every meal in a US Army dining facility. Given the army’s influence over wider food culture, well-known names like CJ CheilJedang and Impossible Foods joining its food offering will only serve to grow the footprint of plant-based foods in this sector.
In response to campaigning by Dutch animal rights group Wakker Dier, seven brands have agreed to make at least 50% of the recipes on food packaging vegan or vegetarian.
Seven CPG brands have agreed to increase plant-based and vegetarian visibility on-pack in the Netherlands, accepting animal advocacy group Wakker Dier’s request to make at least half of the recipes on product packaging meatless.
Conimex, Fairtrade Original, Jumbo, Knorr, Koh Tai, Patak’s and Plus will all make the adjustment, while Grand’Italia (with 48% of on-pack recipes free from meat and fish) and Lassie (53%) already do so.
“These brands inspire consumers and show that you don’t have to cook meat the old-fashioned way every day,” Collin Molenaar, campaigner at Wakker Dier, said. “Packages are ideally intended to inspire consumers with simple dishes. And so they can also help people to choose plant-based more often.”
Meanwhile, Albert Heijn and Maggi have plans to add plant-based tips to recipes, but haven’t said they’ll remove meat from half of them. And according to Wakker Dier, Honig (80% of whose packaging recipes are not suitable for vegetarians) is the only brand that hasn’t promised a shift.
On-pack recipes drive meat overconsumption
Courtesy: Wakker Dier
Currently, over 80% of all recipes on packaging and bags recommend meat or fish, according to an analysis of 657 recipes on product packaging by Wakker Dier. In fact, none of Maggi’s recipes are vegetarian, while only 6% of Patak’s recipes don’t feature meat or seafood. In fact, apart from Grand’Italia and Lassie, only Jumbo has more than 20% of recipes that are suitable for meat-free consumers, and even this is by a small margin (21%).
Given that many consumers follow back-of-the-box recipes, this encourages the overconsumption of meat. In fact, 29% of the recipes with red meat contain a larger amount than what’s recommended by the national dietary guidelines. Wakker Dier notes how the Health Council of the Netherlands recommends eating a diet where 60% of a person’s protein consumption comes from plant-based sources.
The Dutch eat 1.8 million kgs of meat every day, which makes up 60% of their diet. And while last year, 49% of consumers in the country reported reducing their meat consumption from the year before, government data revealed that only 5.5% are vegetarian or vegan. But on the flip side, as of last June, retail sales of meat had fallen for nine consecutive quarters in the Netherlands, down by 13% from 2019.
And analysis in 2022 from the Good Food Institute revealed that the Netherlands is the sixth-largest market in terms of plant-based sales, but its residents have the highest per capita consumption rates of plant-based foods.
Wakker Dier’s 60-40 plant-based campaign
Courtesy: Wakker Dier
One of Wakker Dier’s campaign goals is to have at least 60% of the proteins sold by food vendors in the country be plant-based by 2030, and ensure that the total amount of protein sold won’t increase. This target has been embraced by nine supermarkets and 16 caterers, including Albert Heijn, Lidl, Aldi, Jumbo, Compass Group, Van Leeuwen Catering and Albron.
These companies have pledged towards 50% plant-based proteins by 2025 – and 60% by the end of the decade – agreeing to monitor and publicly report their sales’ plant-animal ratio. “These caterers together make a huge impact for the animals,” Molenaar said in December. “If people experience how tasty and easy it is to eat fewer animals, they can also continue that good habit at home.”
Currently, Aldi has the lowest share of meat alternatives (12%), while Albert Heijn has the highest (36%). The latter ranks second in terms of physical shelf space for plant-based products, which make up 24% of its area, behind only Jumbo (25%). In fact, Jumbo made headlines earlier this month after announcing it will cease all meat promotions in its stores from May, following intense criticism by animal rights groups, including Wakker Dier.
Now, its campaign has effected another change, with Fairtrade Original, Jumbo, Knorr, Koh Tai, Patak’s and Plus all promising to introduce an even split between meat and meatless in on-pack recipes by 2025, and Conimex saying it will do so by 2026.
In other alternative protein news, the Dutch government recently became the first EU nation to develop a framework to allow public tasting events of cultivated meat. Speaking at an EU Agrifish Council meeting, its food quality and agriculture minister Piet Adema said: “We believe that it is important to support innovations that create production methods for animal proteins complementary to, and not as a substitute to, conventional sustainable production.”
As molecular farming gains steam as an alternative protein pillar, Israel’s PoLoPo joins the party with a tech platform that can transform potatoes into protein-producing factories, starting with egg proteins.
Your egg and potato hash could soon be a potato and potato hash. Emerging from stealth this week, Israeli food tech startup PoLoPo is using molecular farming technology to increase the native protein content in potatoes, and produce the main protein found in chicken eggs.
The company has unveiled its SuperAA platform, which it describes as the first step towards producing proteins from common plant crops. This is currently deployed at greenhouse scale, and is capable of generating patatin and ovalbumin via proprietary metabolic engineering techniques.
Molecular farming, which has been described by industry think tank the Good Food Institute as the fourth pillar of the alternative protein world, uses genetic engineering methods to biohack plants and produce functional ingredients and nutrients.
“The SuperAA platform uses plants as living factories, and leverages their natural productivity and storage organs to grow proteins that are identical to protein derived from a chicken’s egg,” said PoLoPo CEO Maya Sapir-Mir, who co-founded the startup with CTO Raya Liberman-Aloni in 2022.
How PoLoPo turns potatoes into egg proteins
Courtesy: PoLoPo
PoLoPo’s Super AA platform grows target amino acids within a potato’s tuber, which are harvested when they reach sufficient size. The protein is then extracted and dried into a powder that can be integrated into existing food processing lines and formulations.
Essentially, the startup inserts a DNA sequence into the potato to teach it to produce an egg protein that is fully functional, nutritionally equivalent and chemically identical to chicken eggs, but without any animal input. The latter is what sets it apart from other alternative egg products. While PoLoPo’s potato-derived egg proteins are vegan, unlike its plant-based competitors on the market, they’re not suitable for people with egg allergies.
The company claims the product has undergone rigorous testing and meets all the necessary food safety standards, deeming it safe for consumption after quality control assessments.
PoLoPo began with potatoes due to their resilience in diverse climates, low growth costs, short maturation time, relatively large storage capacity (in the form of tubers), high yields, and compatibility with existing technologies. Strategically, it is an efficient and sustainable ingredient that offers attractive financial opportunities for established agrifood producers, which will allow PoLoPo to chart a cost-effective course towards scaling its Super AA system.
Patatin is a group of native proteins found in potatoes, and PoLoPo’s powdered version can be used as an allergen-free protein for a host of applications, including plant-based meat and dairy, baked goods, cereals, snacks, beverages, sports nutrition and nutraceuticals. Additionally, it can improve food security in regions hit by malnutrition.
Molecular farming on the rise
Courtesy: PoLoPo
Molecular farming differs from cell cultivation and precision fermentation in that it modifies plant cells – not microbes or animal cells – so they can replicate animal proteins, which can be harvested from leaves or other plant tissues. It’s a process that occurs when microorganisms infect plants, transferring some genes in the process – scientists use similar methods to give plants new instructions to create proteins.
It offers some key advantages over other forms of alternative protein, especially in terms of cost and scalability, given that it doesn’t require bioreactors to produce ingredients – the plants themselves are the bioreactors in this case. Many companies – such as Moolec, Nobell Foods, Mozza, Miruku, Tiamat Sciences, Bright Biotech and ORF Genetics – have identified it as a viable and sustainable solution for producing planet-friendly analogues to animal products, and research suggests it’s a market that could be worth $3.5B by 2029.
“The high-scale production of proteins in plants via molecular farming has the potential to economically transform not only potato farming and processing, but broader agriculture and agtech, for a more resilient and sustainable food system,” explained Sapir-Mir, whose company closed a $2.3M pre-seed investment round last year.
PoLoPo’s proteins will soon be available to food manufacturers for testing. They will appeal to companies looking to diversify their portfolio, make their products more allergy-friendly, and remove their reliance on industrial farming – in the US alone, most (if not all) egg-laying hens are part of concentrated animal feeding operations. Plus, eggs themselves have gone through supply chain issues over the last few years, with avian flu leading to shortages and subsequent price hikes.
Ovalbumin, meanwhile, is a protein widely used in the CPG sector, given its textural and stabilisation characteristics. It also enhances nutritional value and increases the shelf life of products, and is set to hit $36B in market value by 2032.
Other companies working with egg alternatives include Just Egg (which represents 99% of all sales in the US vegan egg market), Yo Egg, Hodo, Simply Eggless, WunderEggs, Oggs, Crackd, Perfeggt, Neggst, and Neat Egg, among others, while The Every Co, Onego Bio and Formo employ precision fermentation.
Indonesian plant-based company Green Rebel will grace supermarket aisles in the Philippines with its shelf-stable and frozen ready meals via a partnership with Filipino condiment manufacturer and distributor NutriAsia.
Filipinos will soon be able to buy ready-to-cook vegan rendang, fried chicken, ribs and steaks in supermarkets, with Indonesian plant-based meat pioneer Green Rebel announcing its launch into the country through a collaboration with Manila-based condiment and sauce giant NutriAsia.
The development follows a consumer pilot conducted by the Indonesian brand last year, where it says it received “overwhelmingly positive responses” on its steak, rendang and crispy fried chicken products, which were sold online on e-commerce platforms in the Philippines.
“Crafting delicious, sustainable food isn’t just our passion; it’s our commitment to redefining the future of dining,” said Green Rebel co-founder and CEO Helga Angelina. “Every dish we create at Green Rebel is a testament to our belief that flavour, and sustainability go hand in hand, offering a tantalizing glimpse into a world where every meal nourishes both body and planet.”
Green Rebel taps into NutriAsia’s vast network
Courtesy: Green Rebel
The announcement was made at a launch event titled Dare to be Limeatless, which was attended by company executives, influencers and media personalities. It featured Green Rebel co-founder and R&D director Max Mandias showcasing the versatility and functionality of the company’s plant-based whole cuts.
The brand’s products are already available in over 1,200 foodservice locations and more than 300 retail stores across Indonesia, Singapore, and Vietnam, with the Philippines and Malaysia the latest to join that list. It has demonstrated its pedigree by establishing landmark partnerships with Starbucks, AirAsia, Tous Le Jours, NTUC FairPrice and Annam Gourmet.
The company says its products need 80% less energy and 67% less water than animal-derived meat, and have reduced 48,000 tons of greenhouse gas emissions in the last two years – that’s equivalent to removing 1,100 cars from roads for an entire year. Its offerings are geared towards busy customers, with the ready-to-cook nature meaning they take less than 10 minutes to prepare, which can be done via a bunch of cooking methods, including high-moisture hotpots, steaming, stir-frying, wok cooking, and grilling.
These products leverage its proprietary Rebel Emulsion Technology, which helps recreate the mouthfeel of meat via an emulsion of coconut oil, water and natural plant-based seasonings. This allows the meat analogues to absorb deep flavours and marination, while presenting with the distinctive taste, aroma, and juiciness associated with animal protein.
So its link-up with NutriAsia, which is the country’s largest producer of condiments and sauces, makes sense. “We see a great synergy with NutriAsia as they have an extensive distribution network and complementary product range,” Angelina told Green Queen. “NutriAsia is the leading sauce and condiment manufacturer in the Philippines, while Green Rebel focuses on Asian-flavoured plant-based meat and dairy-free cheeses. This also opens a product collaboration opportunity, targeted for Filipino consumers.”
“With this partnership, we are moving from the side of the plate to the centre, added Mario B Mendoza Jr, NutriAsia’s head of new business development. “We are confident that just as our products have become staples of every Filipino home, our consumers would also welcome these delicious, healthier, and more sustainable meat alternatives. This synergy will add yet another flavour to the Masarap, Masaya Pinoy [NutriAsia’s tagline] at-home dining experience.”
Encouraging signs for plant-based meat in the Philippines
Courtesy: Green Rebel
Citing a 2024 survey by alternative protein think tank the Good Food Institute (GFI) APAC, Helga noted that Indonesian and Filipino consumers have the most positive perceptions around plant-based meat. “Indonesia and the Philippines share similar characteristics: strong economic growth, increased appetite to eat more protein, increased malnutrition issues linked to modern diseases such as diabetes, cardiovascular disease, and cancer,” she said. “We see this as an opportunity to offer healthier and more sustainable protein into the market with Southeast Asian flavours.”
The survey, which involved 960 respondents from the Philippines, found that 24% of them are looking to reduce their meat consumption this year, and 55% are looking to increase their intake of plant-based meat – across multiple metrics, health is the primary driver for these dietary shifts.
For example, 75% think vegan meat analogues are healthier, and 49% say more nutritious offerings would encourage them to increase their consumption of these products. In fact, health is by far the top factor that would influence Filipinos to choose plant-based meats over their conventional counterparts, with 66% citing this.
Price is an important consideration too, with 48% of consumers finding cost a barrier for plant-based meat consumption. The survey also highlighted gaps in the market and an opportunity for customer education, with only 37% of Filipino respondents agreeing that meat analogues are high in protein, and just 49% thinking they taste good.
Green Rebel says its products are high in protein and fibre content, and contain up to 50% less saturated fat, 30% fewer calories, and zero cholesterol, compared to conventional meats. This will appeal to the health-conscious population in the Philippines, 48% of whom have heard of these products, but never tried them. But there are signs that this will change this year, with 75% of those who haven’t tried plant-based meat likely to do so.
The introduction of Green Rebel’s products will make it easier for them to do so. Its shelf-stable SKUs – Indonesian Rendang Curry, Blackpepper Steak Bites, Korean-style BBQ Slices and Thai Green Curry – will initially be available in select Robinsons, Landmark and The Marketplace branches in May. And its frozen Steak, Beefless Bites, Crispy Fried Chick’n and Rybs are currently in the R&D stage with 50 NutriAsia foodservice accounts. All products will eventually be available across the country and online at Shoppe and Lazada.
Armed with the NutriAsia partnership, Green Rebel will now look to capitalise on the Philippines’ growing appetite for plant-based meat. “We are doubling down our penetration into existing markets, while expanding into the Philippines and Malaysia,” said Angelina. “In terms of product innovation, we are also rolling out our new exciting category, dairy-free cheese in Q2.”
Move over, Muddy and Muddonna. As Mud Hens fans flock to Hensville for the first game of the season tomorrow, PETA’s very own “feathered” mascot will pitch going vegan by handing out free delicious “chicken” salad sandwiches outside the ballpark and encouraging everyone to go to bat for animals by leaving them off their plates.
When: Friday, March 29, 2 p.m.
Where: Fifth Third Field, 406 Washington St., Toledo
Credit: PETA
“When people realize that chickens are smart, sensitive individuals who feel love and fear and value their own lives, they’re eager to step up to the plate and strike them from the menu,” says PETA Executive Vice President Tracy Reiman. “PETA’s giveaway will encourage everyone to pull off a triple play—for animals, their health, and the environment—by going vegan.”
In the meat industry, chickens are confined by the tens of thousands to severely crowded, filthy sheds and bred to grow such unnaturally large upper bodies that their legs often become crippled under the weight. Hens used for egg production are crammed together inside wire-floored cages where they don’t even have enough room to spread their wings. At slaughterhouses, workers cut their throats—often while they’re still conscious—and scald many to death in defeathering tanks.
Each person who goes vegan spares nearly 200 animals every year; reduces their own risk of suffering from cancer, heart disease, strokes, diabetes, and obesity; and dramatically shrinks their carbon footprint. PETA’s free vegan starter kit can help those looking to make the switch.
PETA—whose motto reads, in part, that “animals are not ours to eat”—points out that Every Animal Is Someone and offers free Empathy Kits for people who need a lesson in kindness. For more information, please visit PETA.org or follow the group on X, Facebook, or Instagram.
Continuing its health-centric marketing drive, Beyond Meat has reformulated its line of plant-based beef crumbles, which now come in three flavours and are certified as heart-healthy and suitable for diabetes prevention and management by health associations in the US.
It’s a big year for product revamps at Beyond Meat. Weeks after announcing its Beyond IV platform, which saw its signature burger and mince undergo a recipe change to become meatier and healthier, the frozen Beyond Crumbles are now getting a makeover.
The range now includes a third flavour in the form of Italian sausage crumbles, which will roll out in the summer, while the new versions of its existing original and feisty beef crumbles are entering supermarkets across the US now, with a. bright yellow bar on the top of the packaging differentiating the new from the old.
The packaging of the bite-sized Beyond Crumbles now boasts important health certifications from the American Heart Association’s (AHA) Heart-Check Food Certification Program and the American Diabetes Association’s (ADA) Better Choices for Life Program, joining some of Beyond Meat’s other products on the list of these nutritionist-approved products, and extending its increased focus on consumer health.
“We continue to innovate across our product lines to deliver delicious taste and health benefits alike. For consumers who love the taste and versatility of beef, but want to reduce saturated fat and cholesterol in their diet, Beyond Crumbles offer a convenient, healthy protein for the cenrer of the plate,” said Beyond Meat founder and CEO Ethan Brown, who credited the health certifications to the products’ “strong nutritional profile” and “simple and clean ingredient list”.
Beyond Meat hones in on heart health and diabetes
Courtesy: Beyond Meat
The news comes shortly after Beyond Meat posted better-than-expected Q4 results, despite an 18% decline in annual net revenue. The company had already been amping up its messaging around nutrition and health, having just announced the Beyond IV products a week earlier. This approach was first evident in a marketing drive in October, which highlighted the health credentials of its Beyond Steak.
The offering was certified as heart-healthy by the AHA, then the first plant-based meat product to boast that stamp. The Beyond Crumbles followed next – and the alt-meat giant wants to amplify that on-shelf, with the new packaging bearing the AHA Heart-Check mark.
The Heart-Check programme is a part of the AHA’s drive to fight heart disease and stroke – cardiovascular disease is the leading cause of death in the US, killing one American every 33 seconds. Red and processed meats have been consistently linked with heart disease risks, and in the US, overconsumption of these products is a real problem.
The AHA’s certification provides customers with an easy, reliable way to identify healthy foods when perusing nutrition labels. For products to meet its requirements, they need to be low in saturated fat and sodium, and contain at least 10% of the daily recommended value of essential nutrients. Beyond Meat’s chief rival Impossible Foods has also recognised the importance of this – its Beef Lite product was launched with a Heart-Check last year, the only other meat analogue to carry the certification.
But red and processed meat products aren’t just associated with ill heart health – they’ve also been linked with higher risks of developing type 2 diabetes, a condition that plagues over 11% of Americans. This is why it was important for Beyond Meat to also get certified by the ADA’s Better Choices for Life initiative, which has established evidence-based guidelines to help consumers make informed choices about the foods they purchase.
Nutrition is a key part of diabetes treatment and prevention, with adequate protein consumption essential for both those with and without the condition. With more than a third of Americans having prediabetes – and over 80% of them not knowing that – consumer education and awareness about the foods they eat is vital, and the ADA suggests that plant-based proteins provide quality protein, healthy fats, and fibre.
How health is influencing plant-based meat consumption
Courtesy: Beyond Meat
Beyond Meat is stepping up its support of scientific research into a transition from animal to plant-based proteins. One study published in the American Journal of Clinical Nutrition has reported the positive impacts on cardiovascular health by replacing conventional meat with Beyond Meat’s version over an eight-week period, including the improvement of several cardiovascular disease risk factors.
It’s doing so because consumers are largely conflicted about the health effect of plant-based meat. One survey from last year revealed that nutrition is the second-biggest reason (35%) deterring Americans from trying plant-based meat. Another poll – from the International Food Information Council (IFIC) – found that health was the main factor these consumers follow vegan or vegetarian diets.
But earlier this month, an analysis of annual IFIC surveys spanning 2012-22 suggested that 74% of Americans find plant proteins healthy, but only 39% feel the same for animal protein. But despite the consumption of plant-rich diets doubling over the years surveyed, this still stands at just 26%. At the same time, red meat intake has increased too.
A big reason for this is the rise in misinformation campaigns from meat industry interest groups over the years, which has borne apprehension about plant-based meats and their status as ultra-processed foods. This is something Brown touched upon during Beyond Meat’s Q4 earnings call last month, noting: “The current climate of misinformation and efforts by incumbents – including, sadly, pharmaceutical interests – to poison the plant-based meat well push us to accelerate gains in the health profile of our product platforms.”
He added: “We had to right the message. We can do that by yelling from the rooftops about the benefits of our existing products, or we can just try to make them even more healthy and unassailable.”
And with the new range of plant-based beef crumbles, that’s exactly what Beyond Meat is attempting to do.
