A Vegan Voyage Award is setting sail from PETA to the world’s largest cruise line, Carnival, to commend the company for introducing menus featuring delicious vegan appetizers, entrées, and desserts that are winning passengers’ praise and will be available on all its ships by year’s end.
Some standout items include Spaghetti Carbonara infused with vegan bacon (which PETA recommended to the company); a Hawaiian Poke Bowl filled with plant-based salmon, edamame, mango, and cucumber; the Eggplant Cutlet a la Parmigiana smothered in dairy-free cheese and pesto; the Dutch Double Chocolate Pave layered with cake and vegan buttercream frosting; and the Cappuccino Pot de Créme topped with cinnamon crème Chantilly.
“From exquisite entrées to coffee-rich desserts, Carnival’s vegan menu makes it easy to get on board with delicious cuisine that spares animals’ lives, dramatically reduces diners’ carbon footprint, and protects their health,” says PETA Executive Vice President Tracy Reiman. “PETA is celebrating Carnival for accommodating conscientious diners and for setting an animal-friendly standard for other cruise lines to follow.”
Each person who goes vegan spares nearly 200 animals every year, shrinks their carbon footprint, and reduces their risk of suffering from cancer, heart disease, strokes, diabetes, and obesity. 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”—opposes speciesism, a human-supremacist worldview. For more information, please visit PETA.org, listen to The PETA Podcast, or follow the group on X (formerly Twitter), Facebook, or Instagram.
In our weekly column, we round up the latest news and developments in the alternative protein and sustainable food industry. This week, Future Food Quick Bites covers The Laughing Cow’s vegan cheese, plant-based burgers in Puerto Rico, and another round of alt-protein awards.
Fast-food giant Burger King is opening its 15th plant-based location, with a store in Puerto Rico’s Plaza Trujillo Alto, in partnership with Dutch plant-based meat company The Vegetarian Butcher, extending the ongoing collaboration between the two companies.
Courtesy: Bel Foods
Another fast-food favourite, Leonardo DiCaprio- and Lewis Hamilton-backed Neat Burger is continuing its accelerated global expansion drive with its first Italian store, set to open in Milan’s Merlata Bloom shopping centre today.
There are some developments in the aviation industry too. Indonesian plant-based meat producer Green Rebel has partnered with AirAsia‘s in-flight F&B operator Santan to launch two versions of vegan nasi rendang on all flights over 75 minutes.
Similarly, UK vegan chocolate brand LoveRaw has partnered with catering service Gate Gourmet to get onboard Virgin Atlantic flights. Passengers in Upper Class and Premium will be able to help themselves with LoveRaw’s Caramelised Biscuit Wafer (a Kinder Bueno knockoff) from the airline’s Wander Wall snack area.
Also in the UK, American infant brand Else Nutrition has introduced its plant-based dairy alternative for toddlers, a soy-free powder made from almonds and buckwheat. This marks its first foray into Europe.
Meanwhile, French dairy giant Bel Foods has unveiled a vegan version of its famous The Laughing Cow snacking cheese triangles in plain and garlic and herb flavours. They’re made from almonds and will retail at £2.50 (versus £1.90 for the conventional one) at Asda and Sainsbury’s stores nationwide.
Courtesy: Bel Foods
In more snacking news, French algae startup ZALG has released crispy seaweed sticks made from locally grown seaweed. They’re available in lemon zest and onion flavours, and can be made in a fryer in 90 seconds.
Speaking of the ocean, Germany’s Ordinary Seafood has introduced vegan tuna and smoked salmon at METRO outlets in cities including Berlin, Munich, Cologne, Frankfurt and Hamburg (among others) starting this month.
French plant-based brand Aberyne is launching its vegan Foi Green foie gras – made from cashews and coconut oil in original, Espelette pepper and truffle flavours – in Spain, the UK, Switzerland as well as the US in time for Christmas.
And in Austria, the Rewe Group has opened its second Billa Pflanzilla location – a 100 sq m fully plant-based store in Graz. The same day, it announced a price drop for its own-label Vegavita range across all Billa and Billa Plus stores nationwide.
Courtesy: Rewe Group
Additionally, Billa Plus will now also feature vegan cold cuts from Italian company Biolab, which secured a listing for three products under two brands: Liveg’s vegetable pastrami slices and Biolab’s vegetable carpaccio slices and seitan.
Elsewhere, fungi protein company Nature’s Fynd has partnered with American chef Andrew Zimmern, who has raved about the startup’s cream cheese based on its Fy protein. Zimmern will publish some recipes using the product today.
Russian-German DJ Anton Zaslavski – better known as Zedd – has invested in refined carb company BetterBrand, which will launch a limited-edition vegan Jalapeño Cheddar Better Bagel.
Speaking of celebrities, Robert Downey Jr has co-written Cool Food, a guide to reducing our carbon footprint through food, with NYT Bestselling author Thomas Kostigen. It will be out on January 23.
One company helping the environment along with its offerings is US-based Voyage Foods, which makes cocoa-free chocolate, beanless coffee and nut-free nut butter. It is launching its hazelnut- and peanut-butter-free roasted seed spreads at 1,200 Walmart stores nationwide.
Courtesy: Voyage Foods
In more retail news, Wicked Kitchen has secured a listing at Target for six frozen entrées, which include the debut of two new offerings – a Bolognese and a mac and cheese – which join the existing lineup of naked burrito, Penang curry, Korean bowl and Sriracha tofu and rice.
And Daring Foods is getting into the frozen entrée game too, unveiling six bowls featuring its soy protein chicken, which includes a partnership with cult favourite chilli crisp brand Fly by Jing. These can be reheated in the microwave in 3.5 minutes and are available in multiple retailers nationwide.
Manufacturing and finance news
In the ingredients world, Italian company HI-FOOD (part of CSM Ingredients) has collaborated with Alianza Team Europe to develop clean-label protein emulsions to improve the taste and texture of plant-based meat.
Israeli food tech firm ChickP, which makes a 90% chickpea protein isolate for better-for-you plant-based nutrition bars, will be exhibiting protein-fortified granola-based cereal and energy bars at the Food Ingredients Europe event (November 28-30) in Frankfurt.
Meanwhile, in South Africa, cultivated meat producer Newform Foods (previously called Mzansi Meat) has partnered with engineering giant Project Assignments on a demonstration facility that is said to be the largest of its kind in Africa.
Another cultured meat company, Melbourne-based Magic Valley, has expanded into a new state-of-the-art pilot facility at bio-innovator and incubator Co-Labs. The company says the facility can scale up to 3,000-litre bioreactors and produce up to 150,000kg of product annually.
Courtesy: Vitasoy
Also in Australia, plant milk giant Vitasoy is set to produce 70 million litres of its soy, almond, oat, rice, and coconut milks and soy and oat yoghurts this year, which will be its biggest year to date.
Hain Celestial, the parent company of alt-protein brands Yves Veggie Cuisine and Linda McCartney’s, has posted positive market share developments. The former’s market share in Canada rose by 2.7% in the frozen category and 0.7% in fresh, while the latter “increased velocities” in frozen by 20%, and upped distribution by 12% ahead of a new meatless burger launch in 2024.
Elsewhere, Swedish impact investor Kale United, which invests in plant-based companies like Heura, Meatless Farm and Eat JUST, has opened a fundraising round to secure 12 million SEK ($1.1M) ahead of a planned IPO in 2025, with a third of shares already booked.
A month after announcing a £15.3M loss in mycoprotein giant Quorn‘s yearly accounts, parent company Monde Nissin‘s CEO Henry Soesanto is going all-in on the brand by investing part of his family fortune. The funds will be capped at 12% of the value of Monde Nissin’s $2.2B outstanding shares over the next 10 years.
Courtesy: Quorn
Maybe Soesanto has seen this report that predicts the US plant-based meat market to grow by 23.5% annually until 2028, or Circana figures that show a 48% rise in foodservice sales for meat alternatives in the UK, Spain, Italy, Germany and France, compared to 2019.
Policy and research
Amid its lobbying exposé, the UN Food and Agriculture Organization and the China National Center for Food Safety Risk Assessmentconvened an alt-protein roundtable to discuss food safety legislation and regulatory frameworks for cultivated and precision fermented foods.
One country that isn’t as receptive to cell-cultured meat, it seems, is Italy. Last month, we reported how Italy’s U-turn on its cultivated meat ban was just a smokescreen. Now, it has confirmed that it intends to be the first country to ban “synthetic food”. Not sure if that’s as trailblazing as its agriculture minister thinks it is?
Across Europe, the European Vegetarian Unionunveiled the Plant-Based Manifesto ahead of the 2024 elections, outlining the urgent need to transform the region’s food system.
Courtesy: Rebellyous Foods
In the US, plant-based meat manufacturer Rebellyous Foods has been contracted by healthcare company Vizient to introduce the former’s vegan chicken nuggets, patties and tenders in hospitals, universities and schools nationwide. Its K12 products meet USDA standards for two alternate credits for the National School Lunch Program.
On another note, a new study has joined a growing body of evidence about the impact of vegan food on pet health. The peer-reviewed study has found that plant-derived vitamin D2 is just as effective as animal-derived vitamin D3 on dogs’ overall vitamin D levels. This is apparently the 10th study demonstrating positive outcomes for plant-based pet diets.
Latest awards
This week has seen another round of awards in the future food industry. Slovenian whole-cut plant-based meat startup Juicy Marbles, Bel-owned vegan cheese brand Nurishh and UK plant-based cheese maker Sheese were all certified Gold Champions at The Grocer‘s New Product & Packaging Awards 2023.
In the US, VegNewsannounced the winners of its best vegan restaurant awards in the country. This includes Plant Power Fast Food (for the fast-food category), Crossroads Kitchen (fine dining), Monty’s Good Burger (burger joint), Pura Vita (pizza) and Ice Queen (ice cream).
Vegan Women Summit‘s Pathfinder pitch competition, which financially supports early-stage women-founded alt-protein startups, has announced precision fermentation company Liven Proteins and its founder Fei Luo as its 2023 winner.
Courtesy: Umami Bioworks
Meanwhile, FoodBev has unveiled the winners of its 2023 World Cell-Based Innovation Awards, which include TissenBioFarm (beef), Senara (milk), Umami Bioworks (seafood), C16 Biosciences (palm oil alternative) and BIOMILQ (breast milk).
Finally, Thailand’s Let’s Plant Meat – which makes plant-based beef, burgers and katsu – has received the Prime Minister’s Export Award in the Best Thai Brand category.
In a world packed with celebrity spirits, some are spotlighting sustainability with innovative plant-based alcohol offerings, from zero-waste to zero-ABV. Here are three of our just-launched faves.
If it feels like there are way too many celebrity-backed or -owned alcohol brands, that’s because there are. There’s practically a new one every month. Just this year, we’ve seen Blake Lively launch Betty Booze, Jennifer Lopez unveil Delola, Jason Momoa introduce Meili, Matthew McConaughey partner with his wife for Pantalones, and Michael Bublé expand his Christmas empire with Fraser & Thompson.
It’s an oversaturated market, but some are cutting through the noise to offer more sustainable booze for fans, given it’s an industry linked to “water and food insecurity, environmental degradation, pollution, greenhouse gas emissions, and greenwashing”, according to one report.
It’s not just you that alcohol leaves thirsty – liquor itself is thirsty: a 500ml bottle of beer uses around 148 litres of water, while a single 125ml glass of wine needs 110 litres. An average person uses around 142 litres of water a day, to put that into some context.
There’s also a waste problem. In the US, 70% of wine bottles end up in landfill, while half of all alcohol containers are thrown away and not recycled in the UK. Meanwhile, for every litre of tequila, about 5kg of pulp and 10-15kg of acidic waste are left over, both of which can contaminate soil and water supplies in production regions.
So as we push towards a more sustainable and ethical food system, here are three celebrity-led alcohol brands launched just this year that pull focus on these very themes.
Woody Harrelson: Holistic Spirits Co.
Courtesy: Holistic Spirits Co.
Described as the world’s first plant-powered spirits company, Now You See Me actor Woody Harrelson teamed up with health and wellness entrepreneur Amy Holmwood to launch Holistic Spirits Co.
The brand debuted gin and vodka flavoured with botanicals and positioned as superfood-containing, better-for-you drinks. “No alcohol will ever be healthy, but that doesn’t mean we can’t be more conscious of what we’re putting in our bodies while we enjoy spirits, in whatever setting that may be,” says Holmwood.
The Origen vodka’s base spirit is made from organic white wheat, while the Harmony gin is made from organic corn, and both are infused with artichoke leaves, elderberries, green tea leaves, and muscadine grapes. The latter additionally makes use of botanicals like juniper berries, coriander seed, hyssop, lemon peel, lime peel, angelica root and orris root. At 35% ABV, neither spirit has any artificial colours and flavourings or added sugars.
“For years I’ve wondered who was going to come along and put my favourite superfoods into spirits,” says Harrelson a long-time vegan and star of nature documentaries like Kiss the Ground and its forthcoming sequel. He has also invested in plant-based meat and seafood brands Wicked Kitchen, Abbot’s Butcher and Good Catch. “I think it’s a marvellous thing that Amy came up with, and I admire her sense of purpose. It was a no-brainer to get involved from the start.” (Holmes, who has degrees in biotech and nutrition, developed the recipe in 2022.)
Both the spirits are distilled using what the company describes are “sustainable initiatives and green, cutting-edge” techniques. Moreover, the Holistic Spirits Co. has been accepted into the Positive Luxury Butterfly Accelerator Programme, which helps innovative sustainable businesses scale up through financial aid and tailored support.
Lewis Hamilton: Almave
Courtesy: Almave
Another vegan celebrity with a strong investor portfolio, Formula One legend Lewis Hamilton teamed up with Montelobos Mezcal and Alma Finca maker Casa Lumbre to unveil a blue agave tequila – with a non-alcoholic twist.
Hamilton, whose investments include the popular plant-based fast-food chain Neat Burger and Chilean alt-protein startup NotCo, launched Almave with Casa Lumre co-founder Iván Saldaña to cater to the growing number of teetotal and sober-curious youth consumers. In the UK, for example, over a quarter of 16- to 25-year-olds are teetotallers, while the number of college-age Americans who don’t drink has risen from 20% to 28% in the last decade.
Almave claims to be the only company to be using blue agave to make alcohol-free tequila. It’s made using the same raw materials and in the same part of Mexico, but eschews the fermentation process that turns the liquid into alcohol. For this reason, Almave’s liquor can’t legally be called tequila, and is instead referred to as a blue-agave spirit (much like labelling conventions prohibit alt-milk manufacturers from using dairy-related terms).
Regardless, the company promises the “same distinct agave taste and character”, making a product “true to the land, true to the plant”. There are two variants: the Almave Ámbar, which boasts notes of roasted blue agave, sweet caramel and toasted wood, and the Almave Blanco, which is characterised by balanced sweetness and acidity.
Emma Watson: Renais Gin
Courtesy: Renais Gin
Ever the goody-two-shoes, Hermoine has stayed true to her dentist parents with a spirit that’s better for your teeth than others. It also happens to be better for the planet.
But it’s not just her fictional parents she’s paying homage to. Emma Watson’s family has deep ties to French winemaking, and her father owns an award-winning wine company called Domaine Watson. While she may have been absent from our screens for a few years (rumour has it she’ll be back soon), Watson has been busy cooking (sorry, distilling) up a gin brand with her brother, Alex. The twist, as is standard with gin, is that made from grapes, not grains.
Renais Gin valorises the winemaking sidestream by upcycling byproducts – French pressed wine grape skins and lees – some of which come from the Watson family vineyard. These are mixed with a distillate made from Kimmeridgian stone (the soil type of the Chablis terroir), pressed Grand Cru grapes and a whole host of botanicals: linden flowers, cubeb berries, coriander seeds, acacia honey, lemon peel, angelica roots, lime slices, rock salt and juniper.
The company is certified as carbon-neutral by ClimatePartner, which evaluates the entire supply chain to “cut out as much carbon as possible, and offset the remainder through humanitarian and ecological initiatives”. Offsetting programmes aren’t always the best idea, though, as the company acknowledges. “We know we’re not perfect, but are committed to offsetting our footprint while working in the background to minimise our impact.”
Renais Gin uses solar-powered stills and tackles the packaging problem too, partnering with the Magical Mushroom Company to create biodegradable mushroom packaging.
The U.S. District Court for the Central District of California just dealt a blow to the Los Angeles County Metropolitan Transportation Authority (L.A. Metro) regarding PETA’s successful First Amendment lawsuit against the transit agency, which the group initially filed after L.A. Metro rejected its ads featuring a simple plea to show kindness to animals by going vegan (with no graphic imagery).
The court deemed aspects of L.A. Metro’s policy “unreasonable,” “unconstitutional,” and “viewpoint-discriminatory” and filed an injunction to prevent L.A. Metro from enforcing these unconstitutional parts, which included a stipulation prohibiting ads for noncommercial speech—unless the ad was sponsored by a government agency. The injunction prompted L.A. Metro to revise its policy to, among other things, remove the government agency exception, and it then filed a motion to vacate the injunction. After extensive briefing, the district court denied L.A. Metro’s request.
The two ads rejected by L.A. Metro that are at the center of PETA’s lawsuit. Credit: PETA
“The court’s ruling prevents L.A. Metro from reverting to its unconstitutional advertising policy that barred PETA from simply encouraging viewers to make animal-friendly food choices,” says PETA Foundation Associate Director of Litigation Zeynep Graves. “PETA is celebrating this clear message that unconstitutional restraints on free speech won’t fly.”
L.A. Metro’s appeal of the court’s findings—and PETA’s cross-appeal—are currently pending in the 9th Circuit Court of Appeals. The group will continue to advocate against speciesism—the backward mentality that animals exist only for humans’ consumption—and points out that shopping for animal-free clothing and accessories has never been easier and that every person who eats vegan spares nearly 200 animals a year a terrifying death in blood-soaked slaughterhouses.
PETA’s motto reads, in part, that “animals are not ours to eat, wear, or abuse in any other way.” For more information on PETA’s investigative newsgathering and reporting, please visit PETA.org or follow the group on X (formerly Twitter), Facebook, or Instagram.
Ahead of Thanksgiving, PETA has placed a thought-provoking appeal near the IHOP on Coldwater Road reminding everyone that vulnerable turkeys don’t want to be slaughtered for a fleeting taste of their flesh and encouraging diners to give birds a break by enjoying a delicious “ThanksVegan” feast instead.
“Turkeys are individuals who feel pain and fear, value their lives, and don’t consent to being confined, killed, and eaten,” says PETA Executive Vice President Tracy Reiman. “PETA is urging everyone to show a little mercy, keep turkeys off the table, and tuck into savory and satisfying vegan roasts that give everyone something to be thankful for.”
Turkeys are intelligent and social animals who, in nature, spend their days caring for their young, building nests, and foraging for food. Each year in the U.S., about 46 million turkeys—typically between 14 and 18 weeks old—are killed and sold for Thanksgiving alone. During their short lives, they’re forced to stand in their own waste and are bred to grow so large so quickly that their legs give out. At the slaughterhouse, workers hang the young birds upside down, drag them through an electrified bath, slit their throats, and dump them into scalding-hot defeathering tanks—often while they’re still conscious.
A PETA investigation into Plainville Farms—a self-professed “humane” turkey supplier—revealed employees violently abusing turkeys, including a worker pretending to masturbate with a dying bird and another sitting on and pretending to rape a live turkey.
PETA’s “ThanksVegan” guide is packed with recipes, cooking tips, and everything else needed to enjoy a delicious, turkey-friendly holiday. In addition to sparing the lives of nearly 200 animals a year, everyone who goes vegan shrinks their carbon footprint and reduces their risk of suffering from heart disease, diabetes, cancer, and other ailments.
PETA’s message is located at 4444 Coldwater Rd. in Fort Wayne. It will also appear in South Bend and in Concord, North Carolina.
PETA—whose motto reads, in part, that “animals are not ours to eat”—opposes speciesism, a human-supremacist worldview, and offers a free vegan starter kit on its website. For more information, please visit PETA.org, listen to The PETA Podcast, or follow the group on X (formerly Twitter), Facebook, or Instagram.
In time for Thanksgiving and in the country’s top turkey-producing state, a naked, “trussed up” PETA supporter will lie next to a “turkey carcass” on a table at a busy downtown intersection on Thursday to remind passersby that we’re the same in all the ways that matter. The action—along with a pro-turkey appeal at Minneapolis-St. Paul International Airport—is part of PETA’s “ThanksVegan” campaign to encourage everyone to enjoy a vegan holiday.
When: Thursday, November 16, 12 noon
Where: At the intersection of Nicollet Mall and S. Ninth Street, Minneapolis
“Turkeys are individuals who feel pain and fear, value their lives, and don’t deserve to be slaughtered for supper any more than we do,” says PETA Executive Vice President Tracy Reiman. “PETA’s display should give people the shock of realization that they need to opt for a delicious and peaceful ‘ThanksVegan’ feast.”
PETA—whose motto reads, in part, that “animals are not ours to eat” and which opposes speciesism, a human-supremacist worldview—offers a “ThanksVegan” holiday guide.
Singapore-headquartered global plant-based meat brand TiNDLE Foods is launching its vegan chicken range at US grocery stores, marking the company’s retail debut in the country. Green Queen speaks to US Managing Director JJ Kass about conquering the world’s largest plant-based market.
The launch comes two months after the company debuted its breakfast sausage for foodservice in the US, which was its first domestically made product, and shortly after successful retail launches in the UK (at all Whole Foods locations and 350 Morrisons stores) and in Germany (at 2,200 EDEKA Group stores).
TiNDLE Foods is rolling out its plant-based chicken SKUs in grocery stores in select cities, which will be the brand’s first foray into retail in the US. Its chicken tenders, wings, patties and nuggets will be dispersed at different retailers across the US, with broader nationwide penetration expected in 2024.
Where you can find TiNDLE chicken
Courtesy: TiNDLE Foods
The soy- and wheat-based chicken, TiNDLE’s flagship product, has been widely available in US foodservice since 2022, including at BrewDog, BAIA, Goldie’s Tavern, Native Foods, Project Pollo, Parson’s Chicken and Beyond Sushi. In September, it launched its first locally produced offering in the US, partnering with plant-based egg producer JUST Egg to create a breakfast sausage.
TiNDLE’s retail debut sees its chicken products appear on the freezers of various retailers on the East and West coasts, as well as the Midwest. In Ohio and Pennsylvania, its patties, tenders and wings are available at 84 Giant Eagle stores, while those in Connecticut, New Jersey and New York City can find its patties, wings and nuggets on FreshDirect’s online platform.
On the East coast, the brand’s plant-based chicken is available through independent retailers. In California, TiNDLE’s products can be found at Berkeley Bowl, BESTIES Vegan Paradise (Los Angeles), Harvest Market (Fort Bragg and Mendocino), Pacific Market (Sonoma County) and Piazza’s (Palo Alto and San Mateo). Additionally, it’s launching in Hawaii at Mana Foods.
All the products carry an RRP of $9.99. The brand is activating a digital marketing campaign to promote the launch in the local surroundings of these retailers. “We plan to launch in-store promotional materials with Giant Eagle to educate consumers about TiNDLE chicken,” JJ Kass, TiNDLE’s VP of business development and US managing director, tells Green Queen. To incentivise customers, Giant Eagle will also launch a price promotion in December and BOGO deal in January.
Standing out from the nugget crowd
Courtesy: TiNDLE Foods
The vegan chicken market is increasingly crowded. There were signs of its potential in 2021, when it was a growth leader in the plant-based meat industry. A report by the NPD Group earlier this year revealed that pound sales for plant-based chicken shipped by broadline foodservice distributors increased by 38% year-over-year.
But this space – particularly for nuggets – is overpopulated and highly competitive. For example, there are over 20 brands in the US making plant-based nuggets, including Gardein, Quorn, Beyond Meat Impossible, Jack & Annie’s, Simulate, Alpha Foods, Daring, MorningStar Farms, Yves, Rebellyous, LikeMeat and Boca (not to speak of brands that have exited the space like Nowadays).
And that’s before you get to supermarkets’ own-label products. This has naturally led to a squeeze – mirroring the overall decline of the meat alternatives category – with companies like Nowadays having to cease operations.
“Many products on the market today have a similar flavour and experience across chicken nuggets, chicken tenders and chicken sandwich patties (where they’ve mostly been focused),” acknowledges Kass. So how does TiNDLE plan to stand out? “We wanted to perfect each of those offerings, but also take it a step further and customise each of our products to match the versatile and wide experience that people know from dining on poultry chicken today.”
She points out how TiNDLE rolled out its chicken in foodservice before retail across other markets too, as it aimed to collaborate with chefs and culinary experts “to first perfect the entire experience of eating chicken – nailing down that complete ‘chicken’ aroma and flavour”. When it came to developing its retail range, the company wanted to replicate this “high-quality restaurant experience” at home. “Our team looked at a full range of consumer needs, and we created differentiated products that are not only rich in flavour, but also use specially designed coatings to deliver the best experience possible,” she adds.
To do so, the team looked at specific use cases, whether that’s identifying “the right bite, peppery finish, and meaty mouthfeel of a wing”, the ideal coating and thickness of chicken patty for burgers or sandwiches, or a “family-friendly nugget” with a crispy breadcrumb finish. “Each of our products is individually developed to fit these different use cases and deliver the most outstanding version of it (animal-based or not),” she explains.
Clean-label chicken for the time-strapped
Courtesy: TiNDLE Foods
Kass relayed consumer feedback revealing how they’re looking for products with shorter ingredient lists. It’s a major point of criticism of plant-based meat, particularly from the meat lobby, which has successfully run targeted ads against this very aspect of meat alternatives.
But Kass’s claim is backed up by data. In 2020, a global survey by Ingredion found that over half of respondents believe it’s important for products to have short ingredient lists, while further research from the ingredients manufacturer earlier this year suggested that 78% would spend more on products with ‘natural’ or ‘all-natural’ packaging claims.
Within the US, a 1,022-person survey by the International Food Information Council in May found that ‘healthy’ (24%) and ‘natural’ (23%) are the two most appealing labelling descriptions for plant-based meat. Food products labelled as ‘natural’ are the most regularly bought items across physical (40%) and online (39%) retail, while ‘clean ingredients’ are important to 29% and 30% of consumers in those respective channels too.
“We were intentional in developing our core TiNDLE chicken with only 9 base ingredients – many of which are common and familiar, including soy protein, oat fibre, and sunflower oil,” notes Kass, adding: “All of our ingredients are also GMO-free.”
As alluded to above, the going has gotten tough for plant-based meat lately. According to data from Circana, the retail sales volume of meat alternatives dropped by 23% in the year ending October 8. Companies like Beyond Meat – the US’s leading meat alternatives brand in terms of sales last year – have registered repeated revenue declines and had to resort to employee layoffs.
“Those numbers of retail sales declining in the category are impacted by a few factors, including retailers who may be adjusting their assortments or changing the types of products they’re offering,” suggests Kass.
“While overall plant-based meat sales may be down from last year, we’re still seeing strong interest in plant-based chicken, and it continues to grow.” She cites SPINS data reporting that sales of frozen plant-based chicken nuggets/strips/cutlets were up by 4% year-on-year.
Before TiNDLE’s vegan chicken launch at Giant Eagle and FreshDirect, it tested retail readiness with several pop-ups (including in New York City, Miami and Los Angeles) and a rollout to dozens of West Coast indie stores to enable consumers to try the products.
“Feedback was positive across the board and allowed us to gain some insights from shoppers to understand which of our products were most useful for their home cooking habits,” says Kass. “We’re launching this week our full product range in Giant Eagle and FreshDirect with new resealable frozen bags – ideal for busy households or shoppers who are interested in high-quality, plant-based meals at home, but are short on time.”
Ahead of this year’s “ThanksVegan” celebrations, PETA urged people across North America to choose a compassionate holiday feast. Approximately 46 million turkeys are killed and sold each year in the U.S. for Thanksgiving, but simply choosing to serve a vegan meal helps spare them an agonizing death. Turkeys are playful birds who protect their flocks and bond with humans—some who live on farm sanctuaries have even been known to choose their favorite people. Turkeys and all other animals deserve respect, which is why we’re urging people across the country to choose compassion this Thanksgiving by going vegan.
Here are some of the ways PETA helped make Thanksgiving better for all animals in 2023:
Our “Leave Me in Peace, Not in Pieces” turkey billboard went up above PETA’s Los Angeles office in a high-traffic area.
We also placed the same ad at four bus shelters and a billboard along the route of St. Louis’ Thanksgiving parade to inspire families at the event to help end the exploitation of turkeys.
The “Leave Me in Peace, Not in Pieces” ad is also up at the Minneapolis–St. Paul International Airport—the busiest airport in Minnesota, one of the country’s top turkey producers—in time for Thanksgiving travel. The ad encourages travelers to extend compassion to all animals this holiday season and the rest of the year by leaving them off their plates.
PETA’s thought-provoking billboards displaying the message “She Did Not Consent—Go Vegan This Thanksgiving” went up in Concord, North Carolina, and two cities in Indiana: Fort Wayne and South Bend. These images point out that consent isn’t just a human issue and refer to the horrific abuse that has occurred on some farms and at some slaughterhouses in the U.S., including those labeled “humane.”
Another billboard, with the message “Turkeys Feel Pain, Too. Don’t Have a Hand in Their Suffering,” went up along the route of Detroit’s popular Thanksgiving parade to remind attendees—and those watching the televised parade—about who’s abused and killed for Thanksgiving dinner.
PETA supporters gave away hundreds of vegan roasts in cities across the country, including Beaverton, Oregon; Portland, Oregon; and Woodland Hills, California.
Flocks of PETA “chicks” wearing faux-feather tutus and headbands and holding signs saying, “Turkeys Go Wild for Tofurky,” gathered to hand out free vegan Tofurky roasts in Detroit and Philadelphia.
Turkeys gone wild
PETA's showgirl chicks giving away free Wild Turkey Bourbon and #vegan Tofurky roasts in #Philadelphia to encourage people to celebrate a ThanksVegan this year! pic.twitter.com/74GnAV0OE2
Having a wonderful ThanksVegan at home is a compassionate and fulfilling way to embrace holiday tradition without harming anyone.
Most supermarkets stock a variety of animal-free options at wallet-friendly prices—from dairy-free butter to vegan turkey roasts—so swapping ingredients is a snap.
PETA’s free ThanksVegan Guide will help you cook the meal of your life for the next holiday and many more to come. Whether you’re hosting, traveling, or hunkering down at home for a small-scale feast, we’ve got you covered.
Ahead of Thanksgiving, PETA has placed a thought-provoking appeal near a McDonald’s and The Original Pancake House on N. Ironwood Drive reminding everyone that vulnerable turkeys don’t want to be slaughtered for a fleeting taste of their flesh and encouraging diners to give birds a break by enjoying a delicious “ThanksVegan” feast instead.
“Turkeys are individuals who feel pain and fear, value their lives, and don’t consent to being confined, killed, and eaten,” says PETA Executive Vice President Tracy Reiman. “PETA is urging everyone to show a little mercy, keep turkeys off the table, and tuck into savory and satisfying vegan roasts that give everyone something to be thankful for.”
Turkeys are intelligent and social animals who, in nature, spend their days caring for their young, building nests, and foraging for food. Each year in the U.S., about 46 million turkeys—typically between 14 and 18 weeks old—are killed and sold for Thanksgiving alone. During their short lives, they’re forced to stand in their own waste and are bred to grow so large so quickly that their legs give out. At the slaughterhouse, workers hang the young birds upside down, drag them through an electrified bath, slit their throats, and dump them into scalding-hot defeathering tanks—often while they’re still conscious.
A PETA investigation into Plainville Farms—a self-professed “humane” turkey supplier—revealed employees violently abusing turkeys, including a worker pretending to masturbate with a dying bird and another sitting on and pretending to rape a live turkey.
PETA’s “ThanksVegan” guide is packed with recipes, cooking tips, and everything else needed to enjoy a delicious, turkey-friendly holiday. In addition to sparing the lives of nearly 200 animals a year, everyone who goes vegan shrinks their carbon footprint and reduces their risk of suffering from heart disease, diabetes, cancer, and other ailments.
PETA’s message is located at N. Ironwood Drive and Edison Road, South Bend. It will also appear in Fort Wayne and in Concord, North Carolina.
PETA—whose motto reads, in part, that “animals are not ours to eat”—opposes speciesism, a human-supremacist worldview, and offers a free vegan starter kit on its website. For more information, please visit PETA.org, listen to The PETA Podcast, or follow the group on X (formerly Twitter), Facebook, or Instagram.
PETA sent a letter to Bucks County District Attorney Matthew Weintraub calling on him to investigate and file appropriate criminal charges against the workers at Kingdom Provisions responsible for a steer’s prolonged, agonizing death at the Pipersville slaughterhouse on October 19.
As revealed in a just-released U.S. Department of Agriculture report, the steer was shot twice in the head but remained conscious and crying out. A federal inspector even witnessed the steer stand up—but workers still shackled him, hoisted him into the air, and cut his throat, causing him to bleed to death.
“This steer spent his last moments in terror and agony as slaughterhouse workers repeatedly shot him, dangled him upside down, and slit his throat,” says PETA Vice President of Evidence Analysis Daniel Paden. “PETA is calling for a criminal investigation on his behalf and urging everyone to help prevent all slaughterhouse violence by going vegan.”
PETA—whose motto reads, in part, that “animals are not ours to eat” and which opposes speciesism, a human-supremacist worldview—points out that cows, sheep, pigs, chickens, turkeys, and other animals feel pain and fear and value their lives, just as humans do. The group is pursuing charges under state law because federal officials haven’t prosecuted any inspected slaughterhouses for acts of abuse since at least 2007.
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 the Kingdom Provisions LLC workers responsible for shooting a steer twice and then hoisting the conscious, crying animal and cutting his throat on October 19 at its slaughterhouse located at 5960 Durham Rd. outside Pipersville. The U.S. Department of Agriculture’s Food Safety and Inspection Service (FSIS) documented the incident in the attached report, which states the following:
The [FSIS] inspector heard two shots and then looked around the side of the wall to observe. He observed the steer … actively vocalizing. The establishment employee shackled the steer’s right rear leg. The steer righted [himself] and stood on 2–3 legs. … An establishment employee quickly continued hoisting the conscious animal and a separate establishment employee slit the throat and the animal bled out. The steer was actively vocalizing throughout the incident prior to being cut.
This conduct appears to violate Pennsylvania Consolidated Statutes Title 18 § 5533. Importantly, FSIS’ action carries no criminal or civil penalties and doesn’t preempt criminal liability under state law for slaughterhouse workers who perpetrate acts of cruelty to animals. Given that FSIS hasn’t initiated a criminal prosecution of a licensed slaughterhouse for inhumane handling since at least 2007, charges under state law are this victim’s only chance at a measure of justice.
Thank you for your consideration and for the difficult work that you do.
In an unmissable “ThanksVegan” tableau, a naked, “trussed up” PETA supporter will lie next to a “turkey carcass” on a table at a busy intersection downtown on Wednesday to remind passersby that we’re the same in all the ways that matter and encourage everyone to give turkeys a break by opting for a delicious and humane vegan meal this holiday season and beyond.
When: Wednesday, November 15, 12 noon
Where: At the intersection of E. Grand Avenue and E. Fourth Street, Des Moines
“Turkeys are individuals who feel pain and fear, value their lives, and don’t deserve to be slaughtered for supper any more than we do,” says PETA Executive Vice President Tracy Reiman. “PETA’s display should give people the shock of realization that they need to opt for a delicious and peaceful ‘ThanksVegan’ feast.”
PETA—whose motto reads, in part, that “animals are not ours to eat” and which opposes speciesism, a human-supremacist worldview—offers a “ThanksVegan” holiday guide.
Following a nudge from PETA, Carnival Cruises announced new vegan menus as part of an initiative to offer a wider variety of dining options for guests. Passengers can now enjoy delicious meals that are kinder to animals, including a Hawaiian Salmon Poke starter made with fish-free salmon, a spaghetti carbonara dish, and three decadent desserts. In recognition of this compassionate move, PETA is awarding the company a Vegan Voyage Award.
Here are some of the delicious new menu items being added:
Hawaiian Salmon Poke with plant-based salmon, edamame, mango, and cucumber
In addition to sparing the lives of nearly 200 animals a year, going vegan is better for your health—it even reduces your chances of developing heart disease by a whopping 32%, according to a large-scale study conducted by Oxford University.
How to Travel With Animals in Mind
It’s easy to be kind to animals no matter where you are. If you’re committed to being conscientious both at home and on vacation, be sure to check out the great travel resources that PETA has made available.
UK vegan pizzeria Purezza has acquired a majority stake in London-based vegan cheesemonger La Fauxmagerie in a merger, with the former looking after the plant-based cheese brand’s sales. Purezza head of sales Mitch Lee speaks to Green Queen about consumer priorities and the vegan cheese market in the UK.
Purezza has acquired a majority stake in La Fauxmagerie, the plant-based cheese brand founded by sisters Rachel and Charlotte Stevens in 2019. As part of the merger, the pizza chain will manage the vegan cheesemonger’s sales, while “expanded collaborations” are also expected.
Purezza founder Tim Barclay confirmed that La Fauxmagerie’s physical retail location in Shoreditch, east London will remain open and continue to sell cheeses by both brands, in addition to products from other artisanal vegan cheese makers like I Am Nut OK, Kinda Co. and Palace Culture.
Barclay kept details under wraps when asked about any potential rebrands, the use of La Fauxmagerie’s cheeses on Purezza’s menu (the restaurant tends to avoid nuts where possible for allergen purposes), or future R&D processes. “At the moment, everything will continue as is,” he offered.
A vegan cheese bloc
Courtesy: La Fauxmagerie
“At Purezza’s core, we want to be able to offer foodie vegans, vegetarians, and even those with no dietary requirements an alternative that doesn’t compromise on quality, flavour and dining excellence and La Fauxmagerie is passionate to achieve the same goals,” said Purezza co-founder Stefania Evangelisti. “It’s a perfect match in our eyes.”
La Fauxmagerie’s Charlotte Stevens added: “We’re so excited to be joining the Purezza family who, in addition to being female-led, share our mission to increase accessibility to high-quality, plant-based products.”
Purezza was founded in 2015 and currently has restaurants in Brighton, London, and Manchester. It has previously raised £2.4M in funding and was named the UK’s Best Vegan Restaurant in 2019 by Vegfest. In addition, the pizzeria has won several awards for its food, including at the World Pizza Championships in 2019, and makes its own rice-based alternatives to mozzarella and stracciatella.
Purezza co-founders Tim Barclay and Stefania Evangelisti | Courtesy: Purezza
La Fauxmagerie – which secured a £2M investment earlier this year – is the first fully vegan cheesemonger in the UK, selling gourmet plant-based cheeses from a host of British brands, plus vegan wine and charcuterie items. It has a cheese cellar that hosts cheese and wine pairings, featuring offerings from other brands as well as its own portfolio, which includes the likes of Truffle Camemvert, Balham Blue, and Shoreditch Smoked. Last year, it gained a listing in UK supermarket Waitrose.
Following the announcement of the merger, the two brands will appear side-by-side for the first time at this week’s Plant Based World Expo event in London (November 15-16).
Taste and price key for British vegan cheese
The merger comes at a curious time for cheese consumption in the UK. Government data shows that while the intake of dairy (excluding cheese) was at its lowest in 2022 since records began, and cheese consumption declined by 10% year-on-year, Brits have been eating more cheese in the last two years than they have ever done. As for vegan cheese, analysis from alt-protein think tank the Good Food Institute (GFI) Europe revealed that sales fell by 12% from 2021-22, reflective of the overall plant-based sector’s 3% decline.
“Right now we’re in a cost-of-living crisis, so people are being more selective on where and how they spend their money,” said Purezza marketing manager Mitch Lee. “Plant-based cheese is an area that still is only just getting going when it comes to taste, texture and quality.”
La Fauxmagerie co-founders Charlotte and Rachel Stevens | Courtesy: La Fauxmagerie
Linus Pardoe, GFI Europe’s UK policy manager, told Green Queen last month: “Ultimately, most people’s food choices are driven by three main things – taste, price and convenience. Particularly during the UK’s current cost-of-living crisis, consumers will be looking very closely at products’ price tags before deciding whether or not to put them in their shopping basket.”
A UK-wide 759-person survey by ProVeg International last year found that even if the taste and texture of vegan cheese were identical to dairy-based counterparts, only 22% of Brits were likely to eat the plant-based versions over conventional. Additionally, only 15% are likely to pay more for vegan cheese, despite them having a similar flavour and texture.
As Purezza and La Fauxmagerie both make artisanal cheese, their products are priced on the higher end. For example, the latter’s almond- and coconut-based Smoked Shoreditch retails at £4.50 for 100g in Waitrose, whereas its almond-shea Truffle Camemvert is priced at £6 for 160g (it must be noted that truffle-flavoured foods will always be more expensive). In contrast, plant-based giant Violife’s coconut-oil-based Smoky Cheddar slices cost £2.95 for 200g, while its Le Rond Camembert sets you back £3.40 for 150g at the same retailer.
Courtesy: La Fauxmagerie
“The cheaper, more readily available products make for nice swaps for vegans,” acknowledges Lee. “However, they often miss the mark for non-vegans who can’t get on board the taste, texture or smell.” If you compare La Fauxmagerie’s cheeses to conventional gourmet cheese, the comparison feels more even. For example, Tunworth’s camembert is priced at £8.50 for a 250g wheel, which is only marginally cheaper gram-for-gram than the former’s vegan alternative.
“Taste is by far the most important thing to focus on, closely followed by texture or application (for example, does a mozzarella really melt?),” suggests Lee. “With plant-based cheeses, the brands who are doing it well are often artisanal, handmade, aged, and use higher-quality ingredients. This makes the texture far better, but also means the cost will be higher.”
The health aspect and market optimism
The other factor consumers are increasingly concerned about is health, and subsequently cleaner labels. In 2020, a global survey by Ingredion revealed that over half of respondents find it important for products to have a short ingredient list. The ingredients manufacturer’s latest data has additionally found that 78% would spend more money on products with ‘natural’ or ‘all-natural’ packaging claims.
As for the UK, Mintel data from 2019 found that 46% of UK Brits feel ‘clean label’ means ‘good for you’, and 24% believe it means the product is highly nutritious. Purezza’s cheeses don’t necessarily fit the clean-label bill, with ingredients like locust bean gum, sodium citrate and dextrose – instead, they double down on the application factor, designed to give you the best vegan pizza possible.
That caters to the people prioritising taste over other things. But its merger with La Fauxmagerie expands its target consumers, with the latter’s nut-based cheeses containing shorter ingredient lists with elements that can usually be found in home kitchens (like miso, nutritional yeast, and mustard powder, to name a few).
Courtesy: Ellen Richardson
Despite the dip in UK vegan sales, Lee remains optimistic about the market. “You just have to look at brands like Better Nature tempeh and Bold Bean Co to see the demand for plant-based products isn’t slowing down,” he says.
“Plant-based cheese is an area that I see big things for in 2024 – Purezza and La Fauxmagerie aside, you just have to see what other fantastic producers like Honestly Tasty, I Am Nut OK, Kinda Co., Palace Culture and many more are doing to push the needle in this arena. The movement is bigger than one brand,” he adds. “So many non-vegans will say: ‘I could go vegan, but I love cheese too much’ – and this is because if they’ve tried vegan cheese, it hasn’t been received very well. We all need to celebrate each other’s wins with new listings and increased access for consumers.”
Following Kevin Bacon’s admission in People’s “Sexiest Man Alive” issue that he can’t eat bacon anymore after getting to know pigs on his farm in Connecticut, PETA sent a letter to the actor—who has worked as a spokesperson for the American Egg Board and celebrated his birthday this year by eating a roasted chicken—encouraging him to adopt a chicken so that he can shift his mindset around them, too. We’re confident that once Bacon learns that hens are clever thinkers and wonderful mothers who cluck back and forth with their unhatched chicks, he’ll cut their flesh and eggs from his meals.
While sitting on her eggs, a mother hen clucks softly to her unhatched babies, and they chirp back to her and to each other from inside their shells. But none of this occurs when these sweet birds are caged and used as egg-laying machines. They’re confined to small wire cages, forced to lay eggs until their broken bodies tire, and then slaughtered.
Chickens are arguably the most abused animals on the planet. In the United States, approximately 9 billion chickens are killed for their flesh each year and 305 million hens are used for their eggs.
PETA is urging Bacon to not be chicken, throw the eggs out with the bacon, and adopt chickens instead of eating them.
You can start saving lives today by going vegan. PETA will even help you do it:
Ahead of Thanksgiving, PETA has placed a thought-provoking appeal near a Harris Teeter grocery store reminding everyone that vulnerable turkeys don’t want to be slaughtered for a fleeting taste of their flesh and encouraging diners to give birds a break by enjoying a delicious “ThanksVegan” feast instead.
“Turkeys are individuals who feel pain and fear, value their lives, and don’t consent to being confined, killed, and eaten,” says PETA Executive Vice President Tracy Reiman. “PETA is urging everyone to show a little mercy, keep turkeys off the table, and tuck into savory and satisfying vegan roasts that give everyone something to be thankful for.”
Turkeys are intelligent and social animals who, in nature, spend their days caring for their young, building nests, and foraging for food. Each year in the U.S., about 46 million turkeys—typically between 14 and 18 weeks old—are killed and sold for Thanksgiving alone. During their short lives, they’re forced to stand in their own waste and are bred to grow so large so quickly that their legs give out. At the slaughterhouse, workers hang the young birds upside down, drag them through an electrified bath, slit their throats, and dump them into scalding-hot defeathering tanks—often while they’re still conscious.
A PETA investigation into Plainville Farms—a self-professed “humane” turkey supplier—revealed employees violently abusing turkeys, including a worker pretending to masturbate with a dying bird and another sitting on and pretending to rape a live turkey.
PETA’s “ThanksVegan” guide is packed with recipes, cooking tips, and everything else needed to enjoy a delicious, turkey-friendly holiday. In addition to sparing the lives of nearly 200 animals a year, everyone who goes vegan shrinks their carbon footprint and reduces their risk of suffering from heart disease, diabetes, cancer, and other ailments.
PETA’s message is located at 1091 Concord Pkwy. N., Concord. It will also appear in Fort Wayne and South Bend, Indiana.
PETA—whose motto reads, in part, that “animals are not ours to eat”—opposes speciesism, a human-supremacist worldview, and offers a free vegan starter kit on its website. For more information, please visit PETA.org, listen to The PETA Podcast, or follow the group on X (formerly Twitter), Facebook, or Instagram.
In an unmissable “ThanksVegan” tableau, a naked, “trussed up” PETA supporter will lie next to a “turkey carcass” on a table at a busy intersection downtown on Tuesday to remind passersby that we’re the same in all the ways that matter and encourage everyone to give turkeys a break by opting for a delicious and humane vegan meal this holiday season and beyond.
When: Tuesday, November 14, 12 noon
Where: At the intersection of Broadway Boulevard and Nichols Road, Kansas City
“Turkeys are individuals who feel pain and fear, value their lives, and don’t deserve to be slaughtered for supper any more than we do,” says PETA Executive Vice President Tracy Reiman. “PETA’s display should give people the shock of realization that they need to opt for a delicious and peaceful ‘ThanksVegan’ feast.”
PETA—whose motto reads, in part, that “animals are not ours to eat” and which opposes speciesism, a human-supremacist worldview—offers a “ThanksVegan” holiday guide.
Following Kevin Bacon’s admission in People’s “Sexiest Man Alive” issue that he can’t eat bacon anymore after getting to know pigs on his farm in Connecticut, PETA sent a letter today to the actor—who has worked as a spokesperson for the American Egg Board and celebrated his birthday this year by eating a roasted chicken—encouraging him to adopt a chicken so that he can shift his mindset around them, too. PETA is confident that once Bacon learns that hens are clever thinkers and wonderful mothers who cluck back and forth with their unhatched chicks, he’ll cut their meat and eggs from his meals.
“All it takes is meeting one animal and seeing the individual, right?” writes PETA Senior Vice President Lisa Lange. “Don’t be chicken! Throw the eggs out with the bacon and adopt some chickens instead of eating them. Consider how wonderful life would be for chickens if Kyra and you serenaded them while they were surrounded by all the other amazing animals you have kindly taken in.”
PETA—whose motto reads, in part, that “animals are not ours to eat”—opposes speciesism, a human-supremacist worldview, and offers a free vegan starter kit on its website. For more information, please visit PETA.org, listen to The PETA Podcast, or follow the group on X (formerly Twitter), Facebook, or Instagram.
PETA’s letter to Bacon follows.
Dear Kevin,
Thank you for ditching bacon! All it takes is meeting one animal and seeing the individual, right? May we call on you now to adopt a chicken, preferably a laying hen so that you’d stop eating these dear birds and their eggs, too?
Did you know that chickens possess cognitive abilities on a par with those of dogs? Or that chickens make wonderful mothers? A mother bird will cluck softly to her unhatched babies while sitting on the eggs, and they will chirp back to her and to each other from inside their shells. Of course, none of this occurs when these sweet birds are caged and used as egg-laying machines. They’re confined to small wire cages and forced to lay eggs until their broken bodies tire, and then they’re slaughtered.
Please, don’t be chicken! Throw the eggs out with the bacon, and adopt some chickens instead of eating them. Consider how wonderful life would be for chickens if Kyra and you serenaded them while they were surrounded by all the other amazing animals you have kindly taken in.
Ahead of Thanksgiving, a flock of PETA “chicks” wearing turkey-themed showgirl outfits—complete with bright orange faux-feather headdresses—will give away turkey-free holiday roasts at local markets Saturday and Sunday to encourage people to enjoy a vegan holiday and give birds a break.
When: Saturday, November 11, 8:45 a.m. (Beaverton) and Sunday, November 12, 11:15 a.m. (Portland)
Where: At the northeast end of Beaverton Farmers Market, 12375 S.W. Fifth St., Beaverton, and New Seasons Market, 1214 S.E. Tacoma St., Portland
Photo: Bastiaan Slabbers
“Turkeys feel pain and fear, experience joy, value their lives, and don’t deserve to be carved up and stuffed any more than we do,” says PETA Executive Vice President Tracy Reiman. “PETA’s tutu-wearing ‘turkeys’ are urging everyone to show a little mercy by tucking into savory, satisfying vegan roasts that give everyone something to be thankful for.”
PETA—whose motto reads, in part, that “animals are not ours to eat” and which opposes speciesism, a human-supremacist worldview—offers a “ThanksVegan” recipe guide.
Remote work has emptied many office spaces, especially in cities like Dallas, Houston, and San Francisco. So what can be done with these unused spaces? “Adaptive reuse” is the practice of finding new uses for old buildings. Since nearly 20% of office spaces in the U.S. are currently unoccupied, animal-free vertical farms and technology could be brought into the city through adaptive reuse.
Picture this: rows of cubicles replaced by stacks of lush greenery, vibrant tomatoes hanging where whiteboards used to be, and harsh fluorescent lighting swapped out for grow lights. This is what transforming unused office space into urban farms could look like. And the benefits? The sky’s the limit!
Green, urban oases: In 2020, nearly 82% of the total U.S. population lived in urban areas and cities. But cities often lack the green spaces needed for sustainable living. For some individuals, reaching a store that offers fresh fruits and vegetables can be a daylong endeavor, particularly in areas referred to as “food deserts.” Converting lifeless office buildings into urban farms would bring fresh, healthy foods to concrete jungles, making it easier—and likely more affordable—for stores to carry them. And by growing only plants, there would be no need to worry about the adverse environmental and health consequences of raising animals for food. (Factory farms and slaughterhouses are often located in the countryside, where they generate water and air pollution as well as foul odors and cause health problems for people who work at these facilities and live nearby.)
Vegan meat and dairy: Reused office buildings could also serve as hubs for vegan meat and dairy production. Imagine having access to vegan meat, cheese, and milk freshly made in your community with in-house ingredients. Not only would this be kind to animals, it would also promote healthy living. Leading health experts agree that going vegan is the single best thing anyone can do for themselves and their families. Vegan eating reduces the risk of suffering from numerous health problems, including some of the biggest killers in the U.S.: heart disease, cancer, and strokes.
Cultivated-meat innovation: The office-to-farm movement doesn’t stop at veggies. It could be a game changer for cultivated-meat production. Cultivated meat, which is created from cultured animal cells, is an ethical, sustainable product obtained without killing animals and may one day be widely available. Unused offices could house state-of-the-art laboratories where cultivated meat could be grown in a controlled environment, saving countless lives. Life on a factory farm is a cruel existence for animals. In the U.S. today, 99% of animals used for food live on these massive farms, where they’re confined by the thousands to wire cages, metal crates, or other extremely restrictive enclosures inside filthy, windowless warehouses. Although the prospect of clean meat is exciting, animals can’t wait for it to be widely available. By going vegan now, you’d make a clear statement that you refuse to fund the abuse and slaughter of animals.
The Sustainable Impact
The transformation of vacant office spaces into vegan food production hubs would generate a multitude of benefits, including the following.
Reduced land use: Some office buildings could be repurposed as vertical farms, where crops could be grown in stacks, one on top of the other, maximizing space and increasing productivity per unit area. This farming technique uses up to 99% less land than traditional farming. Plus, vertical farms can grow a variety of produce all year round, defying the seasons.
Reduced emissions: Shifting away from animal agriculture results in less CO2, methane, and excrement polluting the air and waterways. This vegan food system would eliminate the need to transport live animals to—and their body parts from—slaughter. And since plants and plant-based products would be produced locally, long-distance transport would no longer be necessary.
Feeding more people: It’s possible to end hunger globally—but only if there’s a shift toward vegan eating. Currently, animal-free agriculture generates around 1.5 trillion more pounds of food than animal agriculture does. It’s only logical: Eating plants is much more efficient than growing crops to feed animals (who require large quantities of food) and then consuming those animals.
Rewilding farmland: Animal agriculture consumes a staggering 83% of farmland and is responsible for more than half of agriculture’s greenhouse gas emissions, according to University of Oxford research. A nationwide shift to vegan eating would help restore this depleted farmland to its natural splendor.
Healthy living: These urban farms would promote healthier living through the consumption of fresh, locally grown produce and other animal-free foods.
The Call to Go Vegan
The world is changing, and we must be the driving force behind a greener, more compassionate future. So let’s raise a toast to adaptive reuse, urban vertical farming, and vegan living!
Did you know you could spare nearly 200 animals per year just by going vegan? Getting started is easy:
To mark the 50th anniversary of Hershey’s Chocolate World this year, PETA sent a letter to Hershey Experience Vice President Suzanne Jones offering the company a sweet deal: Add a vegan candy bar mascot to your roster of characters and PETA will cover the cost of the costume or give away 1,000 free samples of vegan Hershey’s chocolate treats to Chocolate World guests.
In March, Hershey’s added two vegan versions of its iconic candy bars—the Reese’s Plant Based Peanut Butter Cups and the Hershey’s Plant Based Oat Chocolate Confection Almond & Sea Salt Candy Bar, which are both made with creamy oat milk instead of cow’s milk.
In the dairy industry, calves are torn away from their mothers so that the milk meant to nourish them can be sold to humans. Cows have been known to search for their missing calves for miles, chase after transport vehicles, and even hide their babies to avoid separation.
Hershey’s vegan lineup aligns with the values of modern chocolate lovers, who increasingly choose vegan options to protect animals, slash their carbon footprint, and improve their health. Gen Z’s dairy consumption is down 20% from previous generations.
Adding a mascot based on an animal-free candy bar would be more inclusive to guests who don’t consume dairy for ethical, environmental, cultural, or religious reasons or because they’re part of the 75% of the world’s population that is lactose intolerant.
How Can You Make the World a Sweeter Place for Animals?
Going vegan is the best thing you can do for animals, the planet, and your own health. Learn more about how to make the change today by ordering a vegan starter kit:
Impossible Foods has announced that its Beef Lite alternative has been certified by the American Heart Association’s (AHA) Heart-Check Food Certification Program, becoming just the second plant-based meat company to have an accredited heart-healthy product, weeks after adding Ruby Tuesday to its list of long-running F&B collaborations.
Impossible Foods’ Beef Lite – launched earlier this year – is now certified as a heart-healthy meat alternative by the AHA, a “major milestone” for the company in an era of misinformation and confusion surrounding plant-based meat.
With the certification, Impossible Foods becomes just the second alt-meat brand to be featured on the AHA list after fellow Californian plant-based meat giant Beyond Meat. The Beef Lite is the third product to be accredited with the Heart-Check mark, followed by the Beyond Steak and Crumbles range.
Impossible Foods’ Beef Lite caters to health-conscious Americans
Courtesy: Impossible Foods
“As more and more consumers are seeking to make choices that are better for themselves and for the environment, we need to make sure they understand the holistic benefits of meat from plants,” said Impossible Foods CEO Peter McGuinness. “The Heart-Check Mark is an important validator and we’ll wear it proudly.”
Impossible Foods’ Beef Lite, which is intended to be an alternative to 90/10 lean conventional beef, has 75% less saturated fat and 45% less total fat than the latter. Plus, it features 21g of protein per serving, low saturated fat content, and no trans fats or cholesterol.
This extends to the brand’s wider portfolio, all of which contain no trans fats or cholesterol and almost no added sugars. A majority of its beef, chicken, pork and sausage analogues contain 25% less total fat and saturated fat than their conventional counterparts, with many also boasting less than 20% of the daily recommended value of sodium per serving.
It speaks to the growing focus on health within the alt-meat category. A Food Marketing Institute study last year found that 50% of Americans believed plant-based meats were healthy in 2020, but that number dropped to 38% in 2022. Marketing campaigns like Beyond Meat’s This Changes Everything have sought to dispel misconceptions about these products.
Health is a regular topic in mainstream consciousness in the US, given the alarming rise in rates of obesity and type 2 diabetes – over two-thirds (69%) of Americans are overweight and 36% are obese. But the focus on heart health is even stronger, given that heart disease is the leading cause of death in the US – one American dies from cardiovascular disease every 33 seconds.
Meanwhile, earlier this year, research found that more American Gen Zers want to go vegan for their health than the environment. A 1,022-person survey by the International Food Information Council (IFIC) in May found that health is the major factor behind Americans eating vegan or vegetarian diets, with six in 10 choosing it. In terms of plant-based meat products like Impossible Foods, ‘healthy’ is the most appealing labelling description to these consumers.
Read between the clean labels
One major criticism of this sector is the often overly long ingredient lists, an aspect constantly attacked by meat lobby groups. One of these organisations, the Center for Consumer Freedom (CCF), which has run multiple ads targeting the plant-based meat industry, unveiled a commercial at the 2020 Super Bowl that featured Spelling Bee participants struggling with words like methylcellulose and propylene glycol (which it claimed were “chemicals” used for “synthetic meats”). “If you can’t spell it or pronounce it, maybe you shouldn’t be eating it,” the ad claimed.
In response, Impossible Foods parodied this with its own advert, where a child is confused after being asked to spell “poop”. The judge goes on to explain how there’s “lots of poop in the places where pigs and chickens are chopped to pieces to make meat”, with a voiceover citing research that found 300 samples of ground beef to contain “faecal bacteria”. In a nod to the CCF’s concluding line, Impossible’s ad states: “Just because a kid can spell ‘poop’, doesn’t mean you or your kids should be eating it.”
But cleaner labels still remain a major concern. ‘Natural’ is the second-most favourable labelling description of meat alternatives for Americans, according to the IFIC survey. This is a global trend: ingredients manufacturer Ingredion has found that 78% of consumers would spend more money on products with ‘natural’ or ‘all-natural’ packaging claims.
Impossible Foods’ Beef Lite has a larger ingredient list than the flagship beef alternative. Would that deter consumers? “Beef Lite is designed with ingredients to enhance the flavour for this application, including onion powder, garlic powder and spices,” an Impossible Foods spokesperson told Green Queen. “When evaluating a product for health, what matters most is the quality and nutritional value. The reality is that Beef Lite is a healthy and nutritious option.”
The representative compares this to the health perceptions of cereals, pointing to how whole-grain Cheerios meet the FDA’s health guidelines and are accepted as a healthy breakfast option despite having over 15 ingredients (although about 10 of those are vitamin and mineral fortifications).
Besides, Impossible Foods says the less fatty flavour profile of the leaner Beef Lite means it pairs well with dishes like chillies, tacos and pasta, and has been received positively by consumers. The company cites one review to illustrate this point: “I was excited to have a lighter option to the original to help support my health goals. I’ve used this to make a few different dishes and they’ve all turned out great. I didn’t miss the additional fat from the original at all.”
Health or taste? Impossible says both
Courtesy: Impossible Foods
The alt-meat maker isn’t just banking on the health aspects of its newly certified product: taste is still paramount. A recent Mintel survey showed that nutrition is actually the second-biggest reason (35%) for Americans’ reticence to try alt-meat, after flavour (48%).
Impossible Foods’ spokesperson agrees: “Taste is the #1 reason why consumers will decide to purchase a product again or not. Many consumers have unfortunately had a less-than-positive first impression of various plant-based products, and that casts doubt on the rest of the category as a whole.”
But then, how would people respond to products marketed as ‘lite’? “We have other products in our lineup for consumers who are looking for a truly gourmet, decadent experience,” they note, pointing to the new Indulgent Burger designed “to be juicier, meatier and all-around more ‘indulgent’”.
“That said, some health-conscious consumers tend to prioritise nutrition over taste, which is why we created a product like Beef Lite,” the representative explained. Having products on both ends of the spectrum adds differentiation to its portfolio and suits a variety of consumer needs – from taste and nutrition to everyday cooking. “This allows us to better meet consumers where they are and make meat from plants feel more accessible.”
The company claims that consumers “consistently prefer” its products over competitors’ offerings. It cites multiple blind taste tests to validate this. In Chicago, 91% of the 100 meat-eating participants chose the Impossible Sausage over another leading vegan counterpart, and 71% of 105 consumers in another trial favoured its meatballs. Meanwhile, 80% of 206 Atlantans preferred its chicken nuggets and 63% of 105 people in Denver picked its beef over competitor products.
Impossible Foods’ taste tests have also extended to animal-derived meat. In a 205-participant test in Chicago, 82% of consumers said the indulgent Burger tasted as good as or better than cow-based beef. Two-thirds of 136 Americans surveyed said the same about the Impossible Sausage in a home usage trial. Meanwhile, seven in 10 Americans preferred the brand’s foodservice chicken nuggets over conventional ones, with the product scoring higher in every category, including flavour, texture and overall appearance.
There’s a clear precedent for consumers liking the company’s meat analogues. Asked if Impossible Foods planned to hone in on health in future marketing campaigns – à la Beyond Meat – the spokesperson kept details under wraps, but offered: “Marketing continues to be a focus for us as we work to bring more meat eaters into the category.”
Americans can buy Beef Lite in grocery stores nationwide, but so far, that seems to be the limit of the product’s footprint for now, with no plans to bring the product to international markets as of yet.
Building on foodservice sector in a volatile sector
Courtesy: Impossible Foods
The heart-healthy certification comes just a week after Impossible added Ruby Tuesday to its foodservice roster. It will be the largest US chain to carry Impossible Foods’ gourmet Indulgent Burger, which will appear on the menu at all 214 Ruby Tuesday locations nationwide.
It extends the plant-based giant’s exemplary record of foodservice partnerships. Impossible Foods has long-running collaborations with American chef David Chang (seven years), hamburger chain White Castle (five years), Burger King, Starbucks (four years each) and Disney (three years).
It’s a great streak, and the company will hope to have similar success with Ruby Tuesday. Until December 26, diners can get the Impossible Indulgent Burger with a side of tater tots or fries for $6.99 as part of the restaurant’s Tuesday Daily Deal – marking an affordable way to get your hands on a premium plant-based meat product.
The category itself has been in turmoil recently, hit hard by a combination of Covid-19 after-effects, supply chain disruptions, the cost-of-living crisis, and low investor confidence. According to insights firm Circana, retail sales of meat alternatives declined by 12.6% to $106.8M in the five weeks to July 2, 2023, with units down by 19.8% year-on-year. And for the year to July 2, 2023, sales declined by 7.3% year-on-year, while units saw a 15.6% fall.
It has meant that some companies have folded, while others have suffered revenue losses. Just this week, Beyond Meat announced a 26.5% decline in quarterly sales in Q3, following a 30% year-on-year fall last quarter. There have been a bunch of layoffs too, including at mycelium meat maker Meati, and multiple times at both Beyond Meat and Impossible Foods itself, which laid off 20% of its workforce (132 employees) in February, after a 6% cut last October.
But McGuinness told AFN in September that the company’s retail performance is strong: “In the 52-week Nielsen [data], we’re still growing high single-digit, low double-digit in retail, which is great. We have a 50% repeat [purchase rate]… so every two people we get to try our product, one repeats, which is quite strong.”
“Impossible is doing its part to introduce meat from plants that rivals the animal and as a result, we’re responsible for driving a majority of the category’s growth,” the company’s spokesperson told Green Queen. “However, we need to increase the availability of products that taste as good or better than their animal counterparts across the category. Doing so will increase the probability that a consumer will have a positive experience and turn a sceptic into a believer.”
The Prince William-helmed Earthshot Prize has pledged to increase its focus on plant-based solutions after successful campaigning from UK charity Generation V (GenV), which wrote an open letter co-signed by 23 celebrities asking to add a sixth category for organisations advancing a vegan food system. The non-profit has joined the official nominations team for the prize.
GenV has been invited to be an Official Nominator for the Earthshot Prize’s Protect and Restore Nature category, becoming the first vegan charity to be part of the award’s nominations team.
The group has also been asked to select two experts to join the judging panel for this category. It has chosen Oxford University researcher Joseph Poore and Our World in Data scientist Hannah Ritchie to join the panel, which will assess all the nominations and ultimately help choose 15 finalists.
The call for a vegan Earthshot Prize category
Courtesy: Generation V
These developments are part of ongoing conversations between the Earthshot Prize and GenV, who visited the former’s New York City summit in September. This was a month after it wrote an open letter calling for the awards to add a sixth category to recognise organisations working to promote a plant-based food system, without which “we can’t effectively fight climate change, restore nature, clean our air, revive our oceans, eliminate waste, or achieve our UN Sustainable Development Goals“.
This letter was co-signed by 23 celebrities, including Dame Emma Thompson, Olivia Coleman and Mark Rylance, alongside actors, singers and activists like Annie Lennox, Sharon Osbourne, Alicia Silverstone, Gemma Whelan and Chris Packham. The co-signees pledged to match the £1M prize fund awarded to winners of the existing five categories.
Apart from Protect and Restore Nature, these are Clean our Air, Revive our Oceans, Build a Waste-Free World, and Fix our Climate. GenV says the former is the category the Earthshot Prize team believes the charity’s work most strongly aligns, “although, of course, a plant-based diet is protective of our air, waters and climate, too”.
The ultimate plan is to add the sixth category, Advance a Plant-Based Food System, starting from next year’s prize. That aim hasn’t been realised yet, but conversations are ongoing. “We would like to thank Earthshot Prize for recognizing the need to elevate plant-based solutions, and taking action to ensure they are included in the 2024 awards,” said CEO Naomi Hallum.
A lack of focus on food’s impact on climate change
Courtesy: Generation V
“Animal agriculture is a leading driver of deforestation, wildlife loss, air and water pollution, and climate breakdown, and we need our environmental groups to be honest about the destructive nature of the animal farming industry. We believe there is still time to heal our planet, but it is absolutely clear that we have to change our food system.”
Livestock farming contributes between 11-19.5% of global emissions, while meat accounts for 60% of all emissions from food. Research has also shown that animal-derived foods like meat and dairy cause twice as many emissions as plant-based foods, and vegan diets can reduce emissions, water pollution and land use by 75% compared to meat-rich diets.
But the Earthshot Prize, which was founded in 2020, has largely failed to address the impact of our food system on the climate. Its 2023 winners – announced earlier this week – include EV lithium-ion battery startup GRST, marine protection organisation Revive Our Oceans, carbon credit verifier Boomitra, Andean forest conservation initiative Acción Andia, and solar-powered farm equipment maker S4S Technologies.
The latter addresses food waste, crop preservation and sidestream valorisation for farmers, but none of the winners actively address agrifood systems’ climate impact. It’s part of a larger trend where the role of food and animal agriculture tends to be ignored in the wide climate conversation. For example, one study found that 93% of all climate coverage in the media doesn’t mention livestock farming, while another revealed how only 4.3% of global climate funding goes to agrifood systems, which make up a third of the planet’s overall emissions.
This is what GenV is seeking to address. “Earthshot is missing a trick if it doesn’t address animal agriculture as a driver of multiple environmental crises,” said actor and GenV supporter Alicia Silverstone. “It’s clear we need a plant-based food system, and now Earthshot has the opportunity to help deliver that.”
Hallum added that the charity is “grateful that Earthshot is listening”, pointing to a line by Earthshot Prize council member Sir David Attenborough in his 2020 Netflix documentary A Life on Our Planet: “We must change our diet. The planet can’t support billions of meat-eaters.”
The Earthshot Prize nomination process
Courtesy: Generation V
GenV is now inviting the public to help nominate plant-based groups, companies and campaigns for consideration for the 2024 Earthshot Prize. Its list of criteria outlines that each nominee must promote or advance a plant-based food system, be measurably impactful and scalable, drive meaningful change, through education, diet change, policy change, etc., help protect and restore nature (including land, forests, rivers, oceans and wildlife), and be inclusive, equitable, and beneficial to humans and animals.
Suggestions are open till November 30, and will then be assessed by GenV’s senior strategy team, which will nominate those that fit the criteria by December 15. From January to March, the Earthshot Expert Advisory Panel will evaluate these nominations, with a list of 15 finalists published in September. The five winners will be announced in November.
“We talk about fossil fuels as being a huge problem for the planet, and they are. But we also need to look at animal agriculture,” noted British climate journalist George Monbiot. “Farming animals for human consumption is land-hungry, water-hungry and causes so many other environmental problems. We are relying on initiatives like Earthshot to drive positive change for all of us.”
On Friday, a flock of PETA “chicks” wearing faux-feather tutus and headbands and holding signs reading, “Turkeys Go Wild for Tofurky,” will gather at the corner of W. Warren and Woodward avenues in the Motor City to pass out free vegan Tofurky roasts and help passersby kick-start a “ThanksVegan” celebration that leaves turkeys in peace and in one piece.
When: Friday, November 10, 12 noon
Where: 4999 Woodward Ave., Detroit
As part of its pro-turkey blitz, PETA is also erecting a sky-high appeal just a stone’s throw away at 4809 Woodward Ave.—along the America’s Thanksgiving Parade route—urging everyone to give birds a break and enjoy a delicious “ThanksVegan” feast instead.
“Turkeys are individuals who feel pain and fear, experience joy, value their lives, and don’t want to be carved up and stuffed any more than we do,” says PETA Executive Vice President Tracy Reiman. “PETA is urging everyone to show a little mercy, keep turkeys off the table, and tuck into savory and satisfying vegan roasts that give everyone something to be thankful for.”
PETA—whose motto reads, in part, that “animals are not ours to eat”—opposes speciesism, a human-supremacist worldview, and offers a “ThanksVegan” guide packed with recipes, cooking tips, and everything else needed to enjoy a delicious, turkey-friendly holiday.
A recent special delivery from PETA was met with applause in the Golden State. Following positive communication between the group and Eureka Mayor Kim Bergel about promoting compassion toward fish, PETA members attended the city council meeting yesterday and presented residents with the world’s first Fish Empathy Quilt, along with a warmly received message about the importance of leaving aquatic animals off our plates and in the ocean, where they belong. Local residents thanked PETA for being there and took photos with the enormous quilt panels. Three panels of the quilt will be displayed next to the doors of the council chambers for an entire month. A video of the city council meeting is available here. PETA’s presentation begins at 19:07.
PETA Director Ashley Byrne is pictured with panels of the Fish Empathy Quilt at Eureka City Hall.
“Fish are intelligent, empathetic, and playful beings who deserve the same consideration and compassion as humans, dogs, and every other animal,” says PETA President Ingrid Newkirk. “PETA encourages everyone to follow Eureka’s lead, spare a thought for the billions of aquatic animals killed each year in the fishing industry, and tip the scales toward humane vegan meals.”
The quilt measures more than 300 square feet and is composed of more than 100 unique, handcrafted squares from PETA members and supporters, including cartoonist Harry Bliss and oceanographic explorer andfilm producer Jean-Michel Cousteau.
PETA—whose motto reads, in part, that “animals are not ours to eat or abuse in any other way”—opposes speciesism, a human-supremacist worldview. For more information, please visit PETA.org, listen to The PETA Podcast, or follow the group on X (formerly Twitter), Facebook, or Instagram.
A new 10-country survey has found that 51% of Europeans are eating less meat annually, with health being the biggest reason for the decrease in consumption. However, taste and price are the largest detractors of plant-based intake for these consumers, signalling the opportunity for brands in this space.
In 2021, a pan-European poll titled What Consumers Want – funded by the EU’s Smart Protein project – provided an in-depth look into consumers’ eating habits. At the time, 46% of respondents said they were reducing their meat intake, 30% called themselves flexitarians, 45% wanted more information about plant-based meat, taste (40%) and health (34%) were the biggest factors for choosing vegan food, and price (52%) the biggest deterrent.
Two years on, a follow-up survey of 7,500 consumers conducted by ProVeg International in partnership with Innova Market Insights, the University of Copenhagen, and Ghent University, has revealed how consumer attitudes around plant-based foods have evolved in Austria, Denmark, France, Germany, Italy, Netherlands, Poland, Romania, Spain and the UK.
Today, 51% of consumers say they’re cutting their annual meat consumption, but a higher number of consumers (7%) have also increased their yearly intake compared to 2021 (5%). Meanwhile, fewer Europeans (27%) identify as flexitarian, but only 25% want more information about vegan alternatives, indicating that awareness has increased, though there’s still some way to go.
Price remains the biggest barrier towards increased plant-based consumption, though the share of consumers citing this concern has reduced to 38%. And three in 10 say alternatives don’t match their conventional counterparts in terms of flavour.
Here are the key takeaways from the Smart Protein report:
Health is the biggest driver for eating less meat
Courtesy: ProVeg International
With 51% of Europeans reducing their meat intake – Italy and Germany have seen the largest fall at 59% – health is the primary reason (47%) cited by Europeans for eating less meat. This is echoed the most in Romania (57%) and Italy (54%).
Animal welfare comes next, being a reason for 29% of Europeans. Here, the Netherlands and Germany lead with 40% and 39% of consumers mentioning this factor, respectively. Environment comes in third at 26%, with Denmark (37%) and the Netherlands (34%) standing out.
This is despite multiple studies showcasing the environmental superiority of plant-based foods. Research has shown that vegan diets can reduce emissions, land use and water pollution by 75% compared to meat-rich diets, and that replacing 50% of our meat and dairy consumption can double climate benefits.
But post-pandemic, a renewed focus on health has led to an increasing number of plant-based meat brands putting the nutritional credentials of their products front and centre, including Beyond Meat, THIS and Meati.
Taste is the top factor for purchasing plant-based alternatives
Courtesy: ProVeg International
While health may be the key reason for reducing meat consumption, taste is an even more important factor when it comes to buying vegan alternatives, with 53% saying it’s the main reason influencing their buying decisions. it’s followed by health (46%) and affordability (45%). Freshness, meanwhile, has become more important too, with 29% citing it as a purchasing factor in 2021, and 34% doing so now.
The UK is the country most influenced by flavour and price (66% and 53%, respectively), while France and Romania lead the way in terms of health (51%), and Poland (48%) and Romania (47%) citing freshness as key.
Inflation and the cost-of-living crisis have increased food prices across the board. Despite that, more Europeans find plant-based alternatives affordable now than they did in 2021, when only 21% selected it as a factor for purchasing these.
Price remains the biggest barrier
Courtesy: ProVeg International
Having said that, price remains the biggest barrier – as it was two years ago – towards choosing vegan alternatives: 38% of Europeans selected this reason.
This was followed by taste (30%), wanting more information (25%) and concerns about health inadequacies (24%). While price and flavour are the two major reasons for the adoption of plant-based alternatives in the UK, they’re also the biggest factors why people avoid them (37%).
In contrast, people in Italy and Austria are the least affected by the flavour of these products (26% each), while Denmark ranked the lowest in terms of price concerns (26%). Meanwhile, Romanian, German and Austrian consumers are most concerned about health (26% each), and France the least (20%).
“Financial considerations and perceptions could potentially be a significant hindrance to widespread adoption of plant-based diets, regardless of whether plant-based food items are actually more expensive than their animal-based equivalents, or if it is simply an issue of perceptions,” reads the report.
There are fewer flexitarians in Europe
Courtesy: ProVeg International
The number of flexitarians across these 10 countries has witnessed a 10% drop to 27% in 2023. Germany leads the flexitarian market, with 40% identifying as such, followed by Austria (37%). These two are the only countries with fewer omnivores than other diets. Only 45% of Germans identify as frequent meat-eaters, rising to 48% of Austrians.
The latter also boasts the highest percentage of vegans (5%), followed by Germany (4%) – the total number of vegans is 3%. Meanwhile, the UK has the highest number of vegetarians, at 7%.
With 29% of boomers, 27% of Gen Xers, 28% of millennials and 26% of Gen Zers identifying as flexitarians, “the intention to reduce meat consumption transcends generational boundaries and represents a cross-generational interest”, the report says. Additionally, flexitarianism appears to be more popular among women (31%) than men (23%), while omnivore diets are more common among men (66% vs 58% for women).
Similarly, veganism is more common among women and girls (6%) than men (3%), but more men (3%) are vegetarian than women (2%).
28% of Europeans eat one vegan alternative weekly, with alt-milk most popular
Courtesy: ProVeg International
The number of Europeans who eat at least one vegan alternative each week (28%) has risen from 2021 (21%). Within the wider context, legumes are these consumers’ favourite plant-based food, with 66% eating these occasionally or regularly and 53% wanting to do so more frequently.
In the realm of alternatives, plant-based dairy is the most popular category. When it comes to alt-milk, 12% of Europeans consume these products daily, and 36% do so weekly. Similar numbers appear for vegan yoghurt (33%) and cheese (31%).
In terms of meat, plant-based poultry is the most regularly eaten meat by Europeans (27%), followed by beef (24%), fish (24%) and pork (22%). These numbers are higher than traditional protein products like tofu (20%) and tempeh (16%).
Most Europeans like eating plant-based at home
Courtesy: ProVeg International
Two-thirds (67%) of Europeans prefer eating vegan alternatives at home, compared to 22% at omnivore restaurants and 17% at exclusively vegan eateries. “There is an opportunity for food companies and retailers to focus on promoting the appeal of plant-based alternatives for home cooking,” notes the report.
As for where they buy these products, supermarkets top the list with 60%, with discount retailers coming second at 41%. In terms of what people want to buy, vegan sweets and snacks (like cookies, chips and chocolates) as well as meat alternatives are the wishes of 30% of respondents. This is followed closely by plant-based milk (29%), baked goods like bread and pastries, and yoghurts (both 28%).
Consumers trust vegan food more, and social media plays a huge role
Courtesy: ProVeg International
Consumers are 46% more trusting of plant-based alternatives than three years ago. The highest-scoring metrics here are safety (57%), accurate labelling (56%), and reliability (55%), while there’s less confidence about traceability (47%) and overall integrity (47%).
While 43% of consumers find plant-based protein trustworthy, this falls to 20% for cultivated proteins, 17% for fungi, and 11% for algae. “Brands that prioritise clear labelling, transparency about sourcing, and product integrity are likely to build stronger consumer trust and thus gain a competitive advantage,” says the report.
Social media plays a major role in shaping consumer opinions about plant-based foods, with 36% saying their viewpoint is influenced by the presence of a food product on social media. 37% are interested in foods and dishes shared by influencers – this can be seen in action with UK vegan fast-food chain Neat Burger’s partnership with British influencer Clare Every (The Little London Vegan) on a new product earlier this week.
Overall, 44% experience an increased desire to eat products and dishes they see on social media. However, their perceptions around the health aspects of these dishes aren’t as influenced, with only 36% selecting that reason.
Largely, online forums like Reddit (25%), blogs (28%) and social media platforms (29%) are the least trustworthy components for consumers looking for the health benefits of a plant-based food product. Health and nutrition websites (45%) and search engines like Google (44%) are the most trusted sources.
Europeans want equal subsidies and sustainable food taxes removed
Courtesy: ProVeg International
When it comes to policymaking, more than six in 10 Europeans support removing taxes on food that’s healthier and more sustainable. Additionally, 45% want to see the playing field levelled in terms of subsidies – in the EU, meat and dairy farmers receive 1,200 times more public funding than plant-based producers, and 50% of the income of livestock farmers comes directly from subsidies.
The survey also found that 63% of consumers want more transparency in product certifications (such as environment, health, welfare, organic, etc.) – this ties into the EU’s recent efforts to curb greenwashing. Its proposed Empowering Consumers for the Green Transition directive will ban companies from promoting misleading claims about their products’ eco credentials.
Moreover, 58% support measures that help farmers transition from animal to plant-based agriculture, and 49% are in favour of using conventional terms like ‘milk’, ‘meat’ and ‘cheese’ to refer to alternatives. “There is a clear and resounding response from a vast majority of European consumers for policymakers to support the shift of Europe’s food system in a more sustainable and healthy direction,” concludes the report.
Time for governments to step up
“As stated in the Farm to Fork Strategy, alternative proteins, such as plant, microbial, or marine proteins, is one of [the] key areas of research for a sustainable, healthy and inclusive food system,” said Cindy Schoumacher, policy officer at the EU Commission, the legislative arm of the bloc.
It must be noted that the body was recently the subject of an investigation by journalists, which found that it faced intensive pressure from meat lobby groups on the EU’s proposed ban on caged farming, which has subsequently been put on hold and in limbo.
“The aim is to stimulate food consumption that is sustainable in both health and environmental aspects, highlighting the importance of plant-based diets,” added Schoumacher. “The Smart Protein project is providing key information to fill knowledge gaps on alternative proteins and contributes to the achievement of the objectives of the European Green Deal.”
In a separate investigation, however, climate media outlet DeSmog revealed how deep ties between agriculture lobby groups and a group of influential EU politicians are attempting to suppress two key pieces of legislation from the Green Deal.
On the new Smart Protein report, Helen Breewood, research and resource manager at the Good Food Institute Europe, said: “With so many people still saying these products are too expensive and aren’t tasty enough, businesses and governments need to invest in the research and infrastructure needed to bring prices down and improve quality, making plant-based foods more appealing and putting them within the reach of a wider group of consumers.”
ProVeg International CEO Jasmijn de Boo added: “Increasing numbers of people are choosing to reduce their meat intake, and policymakers and industry can use this knowledge to make respective decisions on the production and promotion of plant-based foods.”
Weeks after opening its D2C online marketplace, Colorado-based mycelium meat startup Meati has expanded its line of meat alternatives with new vegan chicken nuggets and spiced takes on its existing steaks and cutlets. The brand has also released two bundles in time for the holidays.
In September, Meati opened its new webstore, where it promised to offer never-seen-before products through a subscription service, allowing customers to give feedback. Now, it is launching four new SKUs and two bundles to mark the holiday period.
Meati’s current lineup includes chicken cutlets (regular and crispy), steaks (classic and carne asada) and jerkies made from its MushroomRoot ingredient. Now, it’s entering the crowded plant-based chicken nugget market with Crispy Bites, and adding spiced and herby twists to its existing portfolio with a Garlic & Pepper Steak, Spicy Crispy Cutlet and Italian Seasoned Cutlet.
As for the holiday bundles, The Merry Mixer includes the four original cutlets and steaks plus the four new products in Meati’s portfolio that adds up to 19 servings, with a $99 price tag. The Fresh Five contains the Crispy Bites, the three new cutlets and steak, and the jerky in 23 services, which will set you back $119.
The Crispy Bites are available as a standalone on its marketplace starting today, with a 1lb bag prices at $25 and giant 5lb bag at $135. The other three new products are available as part of the bundles on the webshop, and can be purchased individually from December. Alongside the online store, these products will also make their way into retail locations, with consumer feedback key to informing Meati’s R&D for new products.
“We’re looking forward to hearing reactions to each of these products geared toward convenient nutrition and the simple idea that flavour, nutrition and ease of cooking can be of equal prominence at the table,” said Meati president and COO Scott Tassani.
The products are touted to have an “extraordinary nutritional profile” including high protein and fibre content thanks to the mycelium base. Last month, Meati shared results from an AI-led study into the health benefits of its MushroomRoot ingredient, revealing that it contains some “exceedingly rare/non-existent” compounds in food that present “pointed” health benefits that could address “prevalent nutritional deficiencies” and enhance “cardiovascular health”.
“We knew MushroomRoot was nutrient-dense based on our early research to find a species ideal for food,” said Meati co-founder and CSO Justin Whiteley. “However, we did not know exactly what benefits we could claim to make it easier for consumers to understand why it is unique.”
Whiteley added that the goal is to “crystallise what health benefits are yielded by regularly consuming Meati”, and sharing this information with Meati’s customers: “Ultimately, we want to make claims about specific benefits, short- and long-term, addressing specific health needs and also overall health and longevity.”
“It’s easy for nutrition to fall by the wayside in favour of convenience and flavour when consumers are constantly on the go,” said Tassani. “Like all Meati products, Crispy Bites, Spicy Crispy Cutlet, Garlic & Black Pepper Steak and Italian Seasoned Cutlet are designed to make it turnkey to enjoy nutrient-rich and convenient meals that fit a range of taste preferences.”
Meati’s focus on health mirrors that of other plant-based meat companies as consumers prioritise taste and health over other factors when it comes to eating or avoiding plant-based meat. Beyond Meat’s latest ad campaign, for example, zeroes in on the heart-healthy aspect of its Beyond Steak.
When we dive deep into the complex lives of fish, we learn that they’re impressive beings with distinct personalities, behaviors, wants, ways of communicating, and needs. Some species of fish sing or create artworks to impress potential partners. Some use tools to access food or communicate. As unique as these individuals are, they share one thing in common with us and all our other fellow animals: the capacity to suffer.
The fishing industry kills billions of fish each year, inflicting almost unimaginable cruelty and devastating the ocean’s ecosystems. In addition to “target” fish, many millions of other animals are caught and killed in fishing nets as “bycatch” each year, including 50 million or more sharks and rays, 300,000 whales and dolphins, and 250,000 turtles. There’s no getting around it: If we don’t work to end the fishing industry’s profit-hungry, destructive, speciesist practices now, we won’t have any ocean-dwelling lives left to save.
Humans kill more fish for food each year than all other animals combined, even though fish feel painjust as mammals and birds do.
Each Scale Tells a Story—PETA’s Fish Empathy Quilt Inspires Compassion for Sea Life
One way that we can turn the tide against the fishing industry is to foster empathy for fish and other sea life. PETA’s Fish Empathy Quilt marks a profound shift in society’s attitude toward the billions of fish who are killed each year for consumption or “sport.”
Among other pro-fish advocates, American cartoonist Harry Bliss and French oceanographer, explorer, and film producer Jean-Michel Cousteau have submitted squares to the Fish Empathy Quilt.
Crafted into each colorful square is a reminder that fish are not ours to exploit or kill—they are sentient beings with interests of their own and should be admired, respected, and left in peace. Composed of more than 100 squares thoughtfully contributed by PETA members and supporters, the quilt is still growing as it makes its way across the U.S.
Keep reading to learn how our Fish Empathy Quilt is making an ocean-size impact.
PETA’s Fish Empathy Quilt Goes Up in California
Kim Bergel, the mayor of Eureka, California, invited PETA to present our Fish Empathy Quilt to City Council and to display it outside City Council’s chambers. With every stop on its tour, PETA’s Fish Empathy Quilt will inspire more people to show fish the respect they deserve.
Fish Belong in the Ocean, Not on Our Plates
Fish are fascinating animals! They can remember other individuals and build complex social networks. Some can even recognize themselves in a mirror, a test called the “gold standard” in animal intelligence. They know when they’re being watched by others and change their behavior accordingly.
“The neurochemistry [between humans and fish] is so similar that it’s scary.”
—Julian Pittman, biology professor at Troy University
Our individual choices may seem like a drop in the ocean, but if the Fish Empathy Quilt teaches us anything, it’s that every act of empathy matters. It’s up to us to protect fish and the ocean—and the best way we can do that is by going vegan. Order a vegan starter kit to make the compassionate switch today:
Matthew Kenney, the vegan author and celebrity chef behind Plant Food + Wine, is expanding his empire to China with food halls inspired by his Plant City F&B concept, with the help of global scale-up firm The Wellness Agency.
The man behind Double Zero, Plant Food + Wine, Besina, New Burger, Make Out and Plant City – whose business spans five continents and 22 major cities – is now embarking on one of his largest projects yet. Teaming up with The Wellness Agency, a firm that helps wellness brands to scale globally, vegan celebrity chef Matthew Kenney is bringing his empire to China.
Kenney is working on five food halls with a similar concept to his Providence, Rhode Island-based Plant City – touted to be the world’s largest vegan food hall, co-founded with entrepreneur Kim Anderson) – in five markets: Guangzhou, Shanghai, Chengdu, Shenzhen and Macau. Each of the food courts will have 12 to 14 plant-based restaurants, with some individual concepts including VEG’D (vegan fast food), Double Zero (wood-fired pizza) and Ayre (Ayurvedic cuisine).
In addition to the restaurants, there will be food and lifestyle retail experiences, as well as experiential concepts. “As the public perception of plant-based eating continues to evolve and gain popularity around the world, I look forward to expanding Plant City across China,” said Kenney. “Our goal is to provide a one-stop destination for plant-based eating that will be appreciated by vegans, omnivores and carnivores alike.”
Celebrating local chefs and flavours
Courtesy: Matthew Kenney Cuisine
“With talented chefs like Matthew Kenney leading the charge, millions of people around the world are adopting plant-based diets for ethical, environmental, and health reasons,” added The Wellness Agency founder and CEO Jay Faires. “The Chinese market, in particular, is seeing massive growth… We’re excited to expand Matthew Kenney’s Plant City across China, offering an array of new healthful, innovative, and delicious plant-based culinary options to the country’s denizens.”
Faires said that Kenney will be significantly involved, “if not in operations, then in the partnership”, adding that the chef will be “a big part” of the creative process of the food halls (alongside Anderson), which “will likely integrate some local plant-based chefs”. And there will be a big focus on Asian cuisines through their interpretation. The food courts are set to begin opening by 2025.
In terms of funding, investors are yet to be determined and may be involved on a project-by-project basis. “We met with several large real estate and retail developers while we were there, specifically in Hong Kong, Shenzhen and Chengdu,” said Faires, adding that the project will potentially be open to collaborations with local food brands, chefs and food personalities.
Matthew Kenney’s celebrity status
Courtesy: Matthew Kenney Cuisine
Kenney rose to fame in the 90s with his namesake restaurant Matthew’s, a year after whose opening he was named Food & Wine magazine’s Best New Chef in 1994. He opened further restaurants Mezze, Monzu Canteen, Commune and Commissary, which closed down due to the post-9/11 economic crisis.
A pioneer of the raw food movement, he was a founding partner of Pure Food and Wine, the raw vegan eatery that attracted controversy in the 2010s for failing to pay its staff (Kenney left the restaurant in 2005). Since then, he has established his culinary academies and lifestyle brand Matthew Kenney Cuisine. Most recently, Kenney – who has authored 14 books – partnered with entrepreneur Max Koenig to launch Earth Company, a whole-food plant-based ready meal brand.
In 2016, Kenney told Green Queen about his ‘Crafting the Future of Food’ mantra. “The work we’re doing is part of something larger… a mission to change the way the world thinks about its food choices,” he explained. “We are educating ourselves and our students to make sound ingredient choices, to support more sustainable processes and to promote a plant-based lifestyle that’s delicious, healthful, innovative and accessible. This is the future of food.”
Kenney’s Plant Food + Wine at the Four Seasons in Los Angeles is frequented by famous personalities like Taylor Swift, Oprah Winfrey and James Cameron, while his Double Zero pizzeria counts the likes of Jay-Z and Chris Martin as regulars. Could the China expansion see a touch of celebrity too?
Faires met with Margaret Zhang, editor-in-chief of Vogue China, who approached Matthew to head up the culinary side of some major events that would involve over 100 celebrities and influencers. Vogue has a new spot in the Forbidden City palace complex in Beijing, where a tentpole event on November 24 is set to be attended by Vogue editor-in-chief Anna Wintour. Kenney has cooked for her events going back to the mid-90s in New York City, said Faires.
Might there be a rekindling?
The China plant-based opportunity
Courtesy: Dicos x Eat Just
Recent reporting by China Dialogue, a non-profit “dedicated to promoting a common understanding of China’s environmental challenges”, suggests that Chinese consumers are increasingly interested in “safer and more sustainable foods”. A 2022 survey of 579 Chinese consumers in four major cities showed that 85% of respondents had tried plant-based meat alternatives and “were willing to pay more for these products”.
According to analysis published by Singapore-based social enterprise Asia Research and Engagement, “to align with a climate-safe scenario, by 2060 China would rely on alternative protein sources for 50% of its protein consumption”, which it breaks down as follows: plant-based proteins (24%), fermentation-derived protein (16%), and cultivated meat/seafood (10%).
Previous data from Euromonitor projected the vegan and vegetarian food sector would be worth $12 billion this year (2023) and a 2020 Dupont study predicted a 200% increase in demand for meat alternatives within five years. These early estimates have not quite materialised and China’s plant-based meat market remains small, with only a handful of plant-based meat alternative brands on shelves.
However, data about other types of plant-based products is encouraging. In a 2022 report by Asymmetrics Research about China’s Alternative Protein Landscape, the authors identified plant-based milk and RTD beverages, plant-based yoghurts, plant-based ready meals, plant-based functional foods and plant-based “meat” snacks” as the most promising product categories for brands looking to target an urban Chinese consumer demographic that was willing to spend on healthy and safe food products.
In the same report, Green Monday and OmniFoods co-founder and CEO David Yeung said that Chinese customers love to explore new food products to buy and are looking for new and trustworthy brands, while Haofood CEO Astrid Prajogo said that while consumer awareness about plant-based meat was improving, taste and price remained the major purchasing drivers. Xiaomin Zhang, cofounder and CE) at MetaMeat said that “the combination of plant-based meat products and prepared dishes is an important direction for the B2C market.” This bodes well for Kenney and Co.
With additional China reporting and research by Sonalie Figueiras.
Ahead of what’s billed as the first-ever Veganic Summit (November 10-12), which will focus on organic plant-based farming that eschews the use of chemical fertilisers and manure, the event’s co-founder Meg Kelly talks to Green Queen about the use of fertilisers and veganic farming’s relationship to regenerative agriculture and rewilding.
Coined around the 1940s and 50s, veganic farming (also called stockfree farming), is a portmanteau of ‘vegan’ and ‘organic’, referring to organic agriculture that uses plant-based fertilisers, without any chemical inputs or animal byproducts like manure or bone meal.
As explained by the Veganic Summit, a new event founded by Meg Kelly and Stephane Groleau of Canada-based Veganic Agriculture Network and Learn Veganic, veganic farming breaks the link between plant and animal farming, so that plant-based foods can be produced without relying on animal agriculture.
Moreover, it provides a way forward for sustainable agriculture and reduces the risk of contaminants often found in animal byproducts (like antibiotics, heavy metals, E. coli, etc.). Plus, stockfree farming uses less land, water and energy compared to systems bound up with the negative climate impacts of animal agriculture.
Courtesy: La Ferme de l’Aube
The idea is that feeding the soil will give birth to microorganisms that will nourish plants and prolong their longevity. It’s a farming system that’s kinder to animals, human health and the Earth. While not a new concept – farming without domesticating animals has roots in Mesoamerica and Mexican Indigenous agriculture – there isn’t enough awareness about the benefits of such a farming system.
To help drive more awareness, the Veganic Summit will convene experts who will deliver talks and panels to over 1,000 attendees who will also learn how farms and gardens can flourish without animal inputs, and the benefits of veganic techniques – which can be implemented by anyone in their personal gardens – on the soil, biodiversity, environment, and the transition to a fully plant-based system.
We spoke to Meg Kelly about the virtues of veganic farming on rewilding, the use of fertilisers, and its association with regenerative agriculture.
Green Queen: What is veganic farming’s footprint? Do you have data on how many farms worldwide or how much land globally is making use of veganic farming principles?
Meg Kelly: Veganic farming is still a small and growing movement. Some veganic farms have chosen to add themselves to veganic farm maps in North America and Europe. However, this likely represents only a small percentage of veganic farms (and many farms are likely farming veganically or close to it without even knowing it).
The veganic farming movement is most prevalent in the UK (where the Vegan Organic Network was founded in 1996), Canada and the US (where the Veganic Agriculture Network was founded in Canada in 2008), and Europe (where the Biocyclic Vegan movement has been active for decades). There is also the natural farming/Japanese natural agriculture movement in Japan that uses plant-based fertility techniques. This movement has two branches, one founded by Masanobu Fukuoka and the other founded by Mokichi Okada.
Meanwhile, several different words are used to describe plant-based organic growing: ‘veganic’, ‘vegan organic’, ‘stockfree’, ‘stockfree organic’, and ‘biocyclic’. Three of these currently have certification programmes: Stockfree Organic (UK), Certified Veganic (North America) and Biocyclic (primarily Europe).
[In terms of efficiency,] Iain Tolhurst’s farm in the UK produces food 90% more efficiently than typical supermarket produce.
Courtesy: Tolhurst Organic Farm
GQ: Is all stockfree farming organic by default, or can (fossil-fuel-derived) synthetic fertilisers be used?
MK: Veganic farming and gardening is organic by default, and does not use synthetic fertilisers. Veganic uses plant-based fertilisers (for example, vegetable compost, green manures, living mulch, alfalfa, chipped branch wood, kelp, etc.).
Veganic farmers may occasionally use mineral inputs that are allowed in organic farming (like rock dusts), but this is generally minimised and plant-based methods are preferred. Not all veganic farms are certified organic, though they use organic techniques.
GQ: Regenerative agriculture has become increasingly popular over the last decade. What is its relationship to veganic farming?
MK: Fundamentally, the word ‘regenerative’ refers to regenerating soil. This can be accomplished in many ways, including minimising soil tillage (by having a no-till or low-till farm); adding biomass to the soil, such as compost; having the soil constantly covered with living plants, like cover crops and living mulch; having a wide biodiversity of plants, including perennial plants; and incorporating agroforestry, such as using chipped branch wood to regenerate the soil.
These are different principles that are commonly used in regenerative agriculture, and these techniques can all be veganic. There are many farms that are practising regenerative veganic agriculture, meaning they are focused on regenerating their soil using veganic techniques.
Another technique that is often used in ‘regenerative agriculture’ is rotational grazing of livestock, and unfortunately, this is the way that the word ‘regenerative’ has been primarily portrayed in farming circles and the public eye, to the point that people assume that cows are a fundamental component of regenerative farming.
In short, veganic farming has a significant focus on caring for the soil, building the organic matter in the soil, and nurturing soil life. We accomplish this without any cows or other livestock, which avoids the ethical and land use issues associated with animal agriculture. Some veganic farmers may reclaim terminology like ‘regenerative veganic farming‘, and others may shy away from using the word ‘regenerative’ since it has now become so closely associated with livestock grazing.
Courtesy: Stephane Groleau
GQ: Does veganic farming go hand-in-hand with rewilding?
MK: Veganic agriculture can contribute to rewilding in two main ways.
First, by actively adding biodiversity settings on the farm: veganic farmers tend to practice some degree of rewilding, habitat protection, and/or habitat creation on their farmland. This can include protecting existing natural areas on the farmland. And also adding trees, beetle banks, wildflowers, etc. Creating or preserving habitat for wildlife is a common part of veganic agriculture and is highly encouraged.
Second, by using less land to produce food, we can ultimately free up land for rewilding. Veganic farms use less land overall than farms that rely on animal-based fertilisers. Many veganic farmers (like Tolhurst and Helen Atthowe in the US) produce all of their own fertilisers right on their farm (using green manures and living mulch) without importing any, whereas a non-veganic farm that relies on buying fertilisers like chicken manure, for example, ultimately has a significant number of “ghost acres – extra acres of land that were used to grow the chicken feed, house the chickens, etc., which greatly increases the land footprint of farms that rely on animal agriculture.
A widescale uptake of veganic agriculture could lessen the amount of land used for agriculture, and free up space for rewilding. Interestingly, the non-profit Ecology Action [which isn’t a vegan organisation, but typically practices plant-based agriculture] has spent several decades researching how food can be grown on as small a surface area as possible, while still improving soil qualiy, so that significant areas of land could be freed up for wildlife. Its conclusion: farming using plant-based techniques (without reliance on manure) has the smallest footprint and the greatest potential for freeing up space for wildlife.
The Veganic Summit is a virtual event and is free to attend, with an additional all-access pass available for $33.
