As the war in Ukraine rages on and residents flee their homes, leaving animals behind to face the missiles and gunfire on their own, little sweethearts like Alaska have no choice but to endure the misery and terror. This gorgeous girl, who had a broken leg with a ghastly abscess growing around it, bleated for help from the PETA-supported rescuers who found her.
She’ll never be lonely again! This bright star made it through an intense surgery and is the GOAT at the PETA-supported clinic.
Her veterinarian is confident that she’ll soon be exploring and enjoying new adventures, safe from the dangers of war.
Helping Animals During the War in Ukraine
Since the beginning of the war in Ukraine, PETA Germany and its partners have been on the ground building a robust network of rescue workers, volunteers, and activists to help as many animals as they possibly can. You can support this work through PETA’s Global Compassion Fund.
PETA’s Global Compassion Fund is moving mountains for animals in Ukraine:
Teams have rescued more than 12,000 animals—and counting!
Cats, dogs, horses, and other animals have been provided with more than 40 tons of food each month.
A spay/neuter program has been established that reaches 150 animals every month.
Beautiful safe spaces are maintained for 800 animals in Kharkiv.
A PETA-supported clinic treats 80 to 100 seriously injured or sick animals every day.
A new survey of 1,000 UK consumers highlights the importance of taste, price and more information when it comes to plant-based meat. Here are five key takeaways from the poll.
Published earlier this week, the research – conducted by insights firm Bryant Research, alt-protein advocacy organisation ProVeg International and plant-based consultant Plant Futures – polled 1,000 UK consumers on their attitudes towards plant-based meat.
Despite being Europe’s second-largest vegan market – with Brits spending £964M on plant-based meat and dairy last year – sales have declined by 3% between 2021-22 in the UK, with meat alternative sales sliding by 8% in the same period, according to the Good Food Institute Europe.
How can brands cater better to what the country’s consumers want from their food? Here are five key takeaways from the research, titled ‘What we know about UK plant-based meat consumers:
A similar number of people have increased and reduced plant-based meat consumption
While the number of people who have tried vegan meat increased from 53% in 2021 to 73% in 2023, there’s an almost even split in the number of people who eat these products frequently (39%), and those whose consumption has ‘lapsed’ (34%) – i.e. reduced or eliminated.
The report also found that only 1% of Brits identify as vega with 3% calling themselves pescatarian and 6% vegetarian. Almost a quarter (23%) said they follow a flexitarian diet. Among flexitarians and pescetarians, 43% frequently consume plant-based meat, while omnivores make up the largest group of consumers who were former frequent eaters (57%).
Taste and price are the biggest complaints about plant-based meat
Taste and price are the major drivers behind why people don’t eat plant-based meat. The pollsters provided the respondents with multiple statements to see what most people agreed with. Almost two-thirds (66%) of people concurred that some meat alternatives taste much worse than their conventional counterparts, and 62% agreed the former cost much more.
Occasional vegan meat eaters and lapsed consumers were the demographics most likely to cite these concerns. Meanwhile, 51% of respondents say taste/texture is the biggest reason for their reduction of plant-based meat consumption, while 21% cite price. On the other hand, taste and texture are the second-biggest factors for people choosing to eat these products, with 36% quoting these elements.
Consumers are divided on the health aspects of plant-based meat
Health has been the primary focus for plant-based meat brands recently. The health benefits are the number one reason why people in the UK say they eat plant-based meat, being key for 39% of respondents. And 49% of consumers agree with the statement that these products are too processed or unnatural – something that has been a bane of this industry.
However, in open-text questions, only 8% of consumers reducing their consumption said they do so out of concern about nutrition and health, with just 7% saying the same for their processed nature.
Brits want more information about vegan meat alternatives
In the statement section, 43% of consumers agreed that they don’t see any reason to replace conventional meat – despite heaps of evidence pointing to the contrary. Replacing half of our meat and dairy consumption with plant-based alternatives can double climate benefits, while another study has found that vegan diets can reduce emissions, land use and water pollution by 75% compared to meat-rich diets.
Consumer awareness is key – and so is increased education. Over half (51%) of respondents said they’d like more information on meat alternatives, with occasional and former frequent eaters most likely to want more details. Nutrition was a key aspect, with 46% (and over 35% of those unfamiliar with these products) asking for more information about specific nutritional aspects like iron, protein, etc.
Questions about the nutrition they might be lacking if they switch to plant-based meat, the benefits of vegan vs conventional meat, and how to cook these products were also concerns cited. Interestingly, consumers most disagreed with the assertion that there is too much choice when it came to these products, with only 27% saying there are too many options.
Speaking of information and awareness, nearly two in five respondents (39%) surprisingly believe plant-based meat products cost the same as their animal-derived counterparts. This is despite a 2022 study by consumer platform Which? revealing that most vegan sausages and burgers at leading UK supermarkets cost more than conventional products – though some SKUs at Sainsbury’s are equal or cheaper in price.
The markups of some vegan sausages were, in fact, twice as high. In this latest survey, 22% of UK consumers believed plant-based meat costs between 10-20% more, and 31% believed they’re 20-50% more expensive.
Additionally, people who used to eat meat alternatives frequently have similar perceptions of the price gap between plant-based and conventional meat to those who have eaten vegan products before but never since, and those unfamiliar with them. This indicates that former consumers of plant-based meat are particularly concerned about the cost of these products – it chimes with research earlier this year that found feeding a family of four with three vegan alternatives a week could cost £115.44 more in the UK annually.
The study made three key recommendations for plant-based meat brands to better cater to UK consumers. The first centres on taste and price improvements: the authors expect product prices to fall as demand for meat alternatives grows in the long term, but in the current landscape, price promotions could entice a lot of customers. And when product quality is improved, the results should be widely shared and showcased through free in-store samples.
Winning the health argument is the second suggestion. While some have concerns about the nutrition and processed nature of these products, many who consume plant-based meat regard health benefits as a big plus. Brands are urged to bust the narrative that all processed foods are unhealthy and promote the nutritional superiority of vegan meats in terms of their low saturated fat, zero cholesterol and increased fibre.
Finally, awareness about the need to change must be increased. Many people still don’t see a need to replace their consumption of animal products, especially those who have never tried vegan alternatives. The plant-based sector is urged to hone in on the environmental, animal welfare and health aspects of these products while continuing to improve their pull with better flavour and lower prices.
“This research underscores the important factors for plant-based meat companies to improve in order to get the market back to healthy growth,” said lead researcher Chris Bryant. “Producers need to continue driving taste and quality up, and driving price down – these factors emerged as the biggest concerns for consumers who have lapsed in this category.”
ProVeg International CEO Jasmijn de Boo added: “We know people are curious, but companies and retailers can help make the plant-based sector more appealing and help shape the future of food.”
A controversial PETA appeal that sparked a public outcry in the U.K. because it equates eating fish to eating cats is coming to the South Beach Seafood Festival on Saturday in the hopes that would-be attendees lose their appetites for sea life and opt for freeGood Catch vegan tuna instead. The lenticular display shows a smiling fishmonger holding a limp fish from one angle and a dead cat from another.
When: Saturday, October 21, 12 noon
Where: At the intersection of Washington Avenue and Seventh Street, Miami Beach
“Knowing that cats and aquatic animals both feel pain and have personalities makes vegan food the obvious, most appetizing choice,” says PETA Executive Vice President Tracy Reiman. “PETA asks festivalgoers to sea things differently and leave all animals off their plates, whether they have paws or claws, fur or fins.”
Fish feel pain, share knowledge, and have long memories and cultural traditions. Some woo potential partners by creating intricate works of art in the sand on the ocean floor, yet more fish are killed for food each year than all other animals combined. They’re impaled, crushed, suffocated, or cut open and gutted—often while they’re conscious. Every person who goes vegan spares the lives of nearly 200 animals each year.
PETA—whose motto reads, in part, that “animals are not ours to eat” and which opposes speciesism, a human-supremacist worldview—notes that many vegan fish options are available today, such as Gardein’s f’sh filets, New Wave Foods’ plant-based shrimp, and many others.
Below, please find a statement from PETA President Ingrid Newkirk in response to the news that Esther the Wonder Pig has died:
Esther’s story of being adopted and moving her dads to go vegan and open a farmed-animal sanctuary inspired countless people to see pigs as individuals. The world is a far kinder place because she was in it, and she’ll always be PETA’s “Best Animal Influencer” for winning everyone over with her personality, charm, and loving bond with her family—and for showing that she, like all pigs, was a living, feeling being, not bacon.
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.
Following a just-released U.S. Department of Agriculture (USDA) report revealing that more than 1,800 chickens were burned to death or severely injured inside two trailers that caught fire while being hauled to the House of Raeford Farms slaughterhouse in Arcadia, PETA sent a letter to District Attorney Daniel W. Newell calling on him to investigate and file appropriate criminal charges against those responsible.
According to the report, on April 12 a trailer heading to House of Raeford Farms caught fire after a tire burst, causing 1,320 chickens to die or sustain injuries. After the truck arrived at the slaughterhouse, workers extinguished the fire and broke the necks of live birds who had been exposed to smoke and flames. On March 27, approximately 500 chickens being hauled to the slaughterhouse were killed or injured after a trailer tire burst. The truck driver failed to pull over and the brake lines became damaged, leading to brake failure and a fire.
“Nearly 2,000 birds, each one an individual capable of feeling pain and fear, suffered and died in terror and agony because flames engulfed two trucks bound for the same slaughterhouse,” says PETA Vice President of Evidence Analysis Daniel Paden. “PETA urges anyone who still eats chickens to spare a thought for the suffering of these vulnerable birds and go vegan.”
PETA is pursuing charges under state law because federal officials haven’t prosecuted any inspected slaughterhouses for acts of abuse since at least 2007.
PETA—whose motto reads, in part, that “animals are not ours to eat”—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.
PETA’s letter to Newell follows.
October 19, 2023
The Honorable Daniel W. Newell
District Attorney
Second Judicial District
Dear Mr. Newell:
I’m writing to request that your office (and a law-enforcement agency, as necessary) investigate and file applicable criminal charges against the individuals responsible for the suffering of more than 1,800 chickens who were burned to death or severely injured while being hauled on trailers that caught fire to House of Raeford Farms, located at 3867 Second St. in Arcadia. The U.S. Department of Agriculture’s Food Safety and Inspection Service (FSIS) documented the incidents in a report that the agency recently made available to the public. (See the attached table.)
According to the reports, on March 27, “approximately 500 chickens perished or were injured due to a trailer fire that occurred. … [House of Raeford] management stated that the front right trailer tire burst, and the truck driver failed to pull to the side of the road.” Then, on April 12, “a trailer carrying cages of live chickens caught fire after a trailer tire burst while traveling the interstate. … The trailer was driven to [House of Raeford] … and approximately 1,320 chickens perished or suffered smoke and fire injuries as a result of the fire.”
This conduct does not represent the otherwise-exempt “standard transportation … of agriculture products” and thus may violate LA. REV. STAT. ANN. § 14:102.1(A)(1)(f), which prohibits carrying “a living animal in … a vehicle … in a cruel or inhumane manner” with criminal negligence.
Please note that the FSIS’ report carries no criminal or civil penalties and does not preempt criminal liability under state law for acts of cruelty to animals. Given that the FSIS hasn’t initiated a criminal prosecution of a licensed slaughterhouse for inhumane handling since at least 2007, charges under state law are these victims’ only chance at a measure of justice.
Thank you for your time and your consideration of this important matter.
Eating a vegan diet leading up to pregnancy can help lower the risk of developing hypertensive disorders like preeclampsia and gestational hypertension, according to a large-scale, 20-year-long American study.
The new study, published in the peer-reviewed journal American Journal of Obstetrics and Gynecology, examined the diet of 11,459 women aged 18 and over, asking about the frequency and quality of their plant-based food consumption.
The women examined had participated in the Nurses’ Health Study II, which ran from 1991-2009, with diets assessed every four years via a questionnaire to calculate what the researchers called a plant-based diet index (PDI) – with a higher score meaning higher adherence to vegan eating). This was used to evaluate the health effects of plant-based diets on pregnant women.
“We wanted to know how one’s diet leading up to pregnancy influences the pregnancy, so we monitored women for virtually their entire reproductive life – almost 20 years – and gained an awareness of their typical diet before pregnancy,” study author Jorge E Chavarro told Medscape. In total, the researchers assessed 16,780 pregnancies among the 11,459 women in the study.
The analysis revealed that as the proportion of animal-based foods decreased and vegan products increased, the risk of women experiencing hypertensive disorders of pregnancy reduced too. Women in the highest PDI quintile – those consuming the most percentage of plant-based foods – saw a significantly lower risk of these conditions compared to those in the lowest PDI group, who experienced a 24% higher risk.
Meanwhile, the risk of pregnancy-related hypertension decreased in a linear manner as plant-based consumption increased. The results were clearer for hypertension than preeclampsia, but “a diet made up primarily of plant-based foods seemed to be protective for both”, explained Chavarro.
“Could it be that modifiable lifestyle factors before and during pregnancy may not only help reduce problems during gestation but also prevent women’s health problems years later? That was the general motivation for this study.”
Courtesy: Getty Images via Canva
Scoring foods based on health factors
The study used a scoring system to determine which foods are healthy, and which aren’t. Every four years when the women were presented with the questionnaire, they were asked about the consumption of 131 foods and drinks in the past year.
18 food groups were categorised into three subsects: healthy plant-based foods comprised whole grains, fruits, vegetables, nuts, legumes, vegetable oils, tea and coffee; unhealthy vegan foods consisted of fruit juices, refined grains, potatoes, sugary drinks, sweets and desserts; and then there were animal-based foods, including dairy, eggs, seafood, meat and more.
Healthy plant-based foods were given positive scores, and the other groups were given more negative ratings – the consumption and frequency of each food group were classified into the PDI using quintiles.
There was a negative dose-response relationship between PDI and disease risks – the higher the PDI, the lower the chance of developing pregnancy-related conditions. “A vegetarian diet isn’t necessarily healthier than a non-vegetarian diet if it’s made up of superfluous foods like French fries and soft drinks,” said Mercedes Sotos-Prieto, an associate professor at Harvard University’s School of Public Health, who wasn’t involved in the study. “The difference lies in the quality of the plant-based foods. That’s what makes the difference between a healthy and an unhealthy diet.”
Chavarro added: “The women in the highest quintile aren’t necessarily vegetarian or vegan, but they consume much fewer animal-based foods than the others.” He noted that meatless diets are compatible with healthy pregnancies. “All vegans know how to get vitamin B12 from supplements.”
He continued: “There are certainly many ways to eat healthily, but if we think about these pregnancy complications that can have serious consequences for the mother and the fetus, we might consider this as a healthy diet option.”
Of the benefits observed in the study, a large proportion were associated with better weight control. Women who were eating more plant-based food gained weight more slowly than those who consumed a higher proportion of animal-based products. “They are different in terms of their weight trajectory over many years. So, part of the association that we observe is related to better long-term weight control,” said Chavarro, but added: “But the other half of the association is attributable to the diet itself and not necessarily to weight.”
Courtesy: Esther Moreno via Canva
Limitations and the need for further research
The study had one major caveat – 90% of participants were white. Asked if these results could apply to other ethnicities as well, Chavarro said the study needs to be repeated with other populations. “And that’s going to take time. But even without that information, I think we can use this study to inform other populations, regardless of ethnicity,” he claimed.
Sotos-Prieto has also conducted a similar 10-year study of 12,000 Spanish adults, which found that a 10-point increase in PDI was linked with a 14% lower risk of mortality from any cause and a 37% lower risk of death from cardiovascular disease. Like Chavarro, she believes the results could be applied to other populations, as long as each country’s culture is taken into account. “If it’s a population that consumes a lot of refined cereals, for example, make small changes to whole grains,” she explained.
Chavarro said that ideally, there need to be more studies to back up this research’s claims. But he added: “There are two ways to understand the problem. One is not making recommendations until you have three controlled clinical trials, which – even with the willingness and funding to do so – will take 15 to 20 years. But if we have to provide the best available information to those who need it today, I think these are solid results for guiding behaviour.”
He continued: “It’s always better if we can make decisions based on solid, incontrovertible information. But it’s not always available, and you must learn to live in both worlds and make decisions with uncertainties.”
Andy Shovel, co-founder of UK plant-based meat brand THIS, talks to Green Queen about the company’s new TV ad, profitability plans, and why he’s optimistic about the vegan meat industry.
THIS has just launched its first TV spot starring British food critic Grace Dent, who appears to be fooled by the ‘hyperrealistic-ness’ of the company’s pea protein sausage. The two-month-long campaign is the brand’s biggest to date, with an investment of over £600,000 across TV, out-of-home, in-store, digital, social and influencer advertising.
The 30-second commercial sees Dent participate in a pork sausage taste test, where she says she can tell the difference between traditional and plant-based pork. But as she bites into what she appears to believe is a conventional sausage, Dent is told that it’s actually vegan.
She proceeds to walk off the set disgruntled, as on-screen tiles read: “83% less fat than pork sausage” and “Can really annoy a food critic”. It ends with a voicemail from her agent played back on the screen, where he says Dent is concerned about her credibility as a food critic.
Leaning into health
It’s a neatly packaged ad that sums up THIS’s entire brand appeal and mission to position health at the forefront of its messaging – something more and more plant-based meat brands are doing as they lean into consumer priorities. A 1,000-person survey published yesterday by Bryant Research and ProVeg International found that health benefits are the top reason for Brits to eat plant-based meat (39%), followed closely by taste (36%).
Courtesy: Bryant Research/ProVeg International
“Oh, the delicious deception!” Dent said in a statement. “Being tricked into savouring a plant-based pork sausage was certainly a revelation. The taste and texture [were] uncanny to the real deal.”
It’s important to note that despite the realness of the ad, THIS points out that this ‘deception’ was just an illusion. “Grace did actually know she was going to be trying plant-based sausages,” admits THIS co-founder Andy Shovel. “But, we’ve actually fooled a bunch of food critics in a previous social media campaign, which then spurred on the idea of entering into a partnership with Grace Dent.”
Reaching profitability and reading between the headlines
THIS’s new campaign comes just on the back of its announcement that – after four years of operations and over £38M raised in funding – it is on track for profitability by next year. Shovel told City A.M. that the company’s gross margins “massively improved” in the first half of 2023, following years of focusing on growth over profitability.
Asked how THIS got to this point, Shovel tells Green Queen it has been a huge undertaking. “We’ve looked at all parts of our supply chain to ensure we maintain THIS quality but drive a culture of continuous cost improvement, and it’s a journey that will continue,” he says.
THIS co-founders Andy Shovel and Pete Sharman | Courtesy: THIS
“[The] biggest driver of this has been rationalising our supplier base and focusing on a few key partners. We’ve also set up our own UK manufacturing site, which is now fully operational and have been working hard on ramping up our volumes. As a result of our growth, we’ve also been able to unlock better costs on raw materials and packaging.”
It’s a bit of positive news in an overall bleaker time for plant-based food in the UK. Despite being Europe’s second-largest vegan market – with Brits spending £964M on plant-based meat and dairy last year – sales have stagnated and total investment in plant-based protein R&D has been overtaken by cultivated meat in the last decade. According to the Good Food Institute (GFI) Europe, plant-based sales declined by 3% between 2021-22 in the UK, with meat alternative sales sliding by 8% in the same period.
Just last week, for example, mycoprotein giant Quorn announced a loss of £15.3M in its yearly accounts, citing cost hikes, stagnating sales and post-pandemic inflationary pressures. The UK market has seen a number of vegan brands pull some products from supermarkets, including the likes of Oatly (ice cream tubs), Innocent Drinks (smoothies), Nestlé (Wunda and Garden Gourmet), and Heck (most of its meatless range).
Courtesy: THIS
But Shovel believes the bigger picture isn’t as despairing. “If you step back and look at it through a less press-driven lens, stripping out increased in-home consumption driven by COVID, the growth has been nothing short of huge: 47% since 2020, compared to meat, fish and poultry growing by just 8% in the same time period,” he says, citing THIS’s managing director Mark Turner.
“There’s been a lot of doom and gloom in the headlines due to declines of a few players, when in fact better-tasting stronger brands like THIS have been able to grow – we are 50% up year-on-year at the moment,” Shovel adds. In the long term, he remains bullish about the segment, noting that health, environment and ethics are reasons that “matter loads and aren’t going away”.
Optimism for the category and Dutch focus
“I am actually really excited about the stage the market is entering,” he says. “For too long, there’s been too many brands with wildly varying product quality, that have put off meat reducers from truly believing in the category. It’s also been confusing to shop – no supermarket needs to list 15 types of plant-based sausage.”
But there are mixed sentiments regarding this, at least according to data from the Bryant Research/ProVeg International survey. It revealed that while 27% said there’s too much choice and it’s confusing to shop for plant-based meat in the UK, it was the statement most disagreed with in the study.
Courtesy: Bryant Research/ProVeg International
On the contrary, the research shows that along with health, taste is paramount to consumers in this category, with 51% citing taste and textural reasons for reducing their vegan meat consumption. It follows further analysis by the Kerry Group last year – covering 1,500 consumers across four countries (including the UK) – which revealed that flavour is key to consumer preference.
It’s along these lines that Shovel says: “We’re now at a stage where the sector is consolidating and poor-quality brands are coming out the market, with more brands consumers can trust and shelves that are way easier to navigate. Finally, I’m excited about finding other ways to service the 58% of UK consumers who are actively reducing their meat intake – beyond just meat alternatives.” [We haven’t verified this number.]
As for THIS, where next? It recently launched vegan roast chicken and chicken and bacon pie, and made its first splash into international waters by launching in the Netherlands. “It’s an interesting market as most brands there still cater to just vegans and vegetarians with very green branding and messaging – not too dissimilar [to] where the UK was when we first entered the market, so it feels prime for disruption,” explains Shovel.
Courtesy: THIS
But instead of “scattergunning into loads more countries”, it wants to dig deep into its Netherlands operations for now. “A recent GFI report revealed that the Dutch have the highest consumption of plant-based foods per capita. So for now, we really want to establish ourselves there as it’s no small project,” he says.
“Longer term,” he adds, “no region is off the table!”
At this week’s South by Southwest (SXSW) Sydney tech conference, Australian plant-based meat companies v2food and Nourish Ingredients debuted new ingredients that change the colour of vegan meat alternatives and give them a more realistic texture, respectively. Can these appeal to consumers more concerned with flavour and health?
As the plant-based meat sector endeavours to overcome a difficult period, the key is to lean into what consumers want from their food. Surveys in different countries have shown that taste and health are more important than ever before when it comes to meat alternatives, with price and texture also playing a significant role.
One company is adding another component to that list of priorities: appearance. At SXSW, Aussie brand v2food unveiled its new colour system for plant-based meat, banking on visuals to rope in consumer interest.
v2food’s new bleeding burger ingredient
Courtesy: v2food
The brand, which makes meat alternatives including burgers, mince, sausages and schnitzels, is calling the ingredient RepliHue. It argues that most plant proteins remain the same colour before and after cooking, but its tech enables vegan meat to change colour from raw-looking to brown-grey at the same time and temperature as its conventional counterparts do.
The effect creates ‘bleeding’ alt-proteins – the storied effect achieved by Impossible Foods thanks to an ingredient called heme, which makes its burgers bleed and taste more akin to animal-derived meat. But unlike heme, which is a soy-derived genetically modified element, RepliHue is derived naturally from red algae and other plants.
v2food claims red algae can be produced sustainably as it has the ability to consume carbon dioxide and uses light for energy. The company calls the ingredient a breakthrough that will create an “authentic and more normalised experience for chefs and consumers cooking with plant-based meats”.
CEO Tim York said: “Our red algae is a breakthrough, natural solution that has been developed to create this highly desirable attribute that will play a major role in fighting climate change.”
What do consumers really want?
But while v2food is creating a more ‘realistic’ cooking experience with the colour-changing ingredient, it says RepliHue “incorporates multiple advances” in taste and texture too. And it’s those latter two factors that have been cited as a consumer priority in multiple studies.
Take YouGov Australia’s 1,039-person poll, published last week, which found that across the diet spectrum – meat-eaters, flexitarians, vegans/vegetarians and pescetarians – taste was the number-one factor influencing them to consume foods. This was followed by price for three of the groups, with health effects coming in second for flexitarians.
Similarly, an 11-country European survey by ProVeg in 2020 found that taste and health are the most significant purchase drivers for the 7,500 flexitarians polled when it comes to choosing plant-based products. In the US, the Plant Based Foods Association and insights firm 84.51° collated Kroger data from 60 million American households earlier this year, revealing that health benefits, animal welfare aspects, and taste were the things American shoppers like most about plant-based food, while texture, price and processing are the biggest detractors. Appearance didn't play a role in either study.
Courtesy: PBFA/84.51°
It did, however, appear in global research by vegan certification organisation V-Label, which revealed that while taste is important for 82% of consumers buying plant-based analogues, texture and appearance were key for 75% of consumers.
Courtesy: V-Label
Could fat be the key to consumer adoption?
This is what v2food may be cashing in on. It's certainly what Nourish Ingredients is hoping to do with Tastilux, as the team shared on the SXSW stage. It's described as a breakthrough fat to help plant proteins deliver the same taste, smell and experience as animal-based meats.
Tastilux is the result of three years of work and relies on naturally occurring lipids scaled through precision fermentation. The proprietary fat is said to provide the distinct taste and aroma of conventional meat fats and enable similar cooking reactions when used in plant-based chicken, beef, pork and other alternatives.
Courtesy: Nourish Ingredients
The company showcased the fat's features in a vegan chicken wing with edible bones made from calcium. “Tastilux represents a quantum leap in making plant-based meats live up to the rich, fatty taste and cooking performance consumers want and love,” said Nourish Ingredients founder and CEO James Petrie. "We saw an opportunity to revolutionise plant proteins by focusing on the power of fat. Most alternative fats simply can’t replicate the rich, authentic flavour of cooked meat."
He explained: "So rather than take a plant-based approach, we analysed the most flavourful animal fats in their uncooked state. Then identified where we could find these in nature, without the animal. By fermenting only the most potent fats, we’re able to recreate the authentic meat experience."
Given that its fat is produced via precision fermentation, it will need to obtain regulatory approval, with Australian legislation classing these as 'novel foods'. "We are actively engaged in the regulatory processes essential for our products. It’s important to note that not all of the solutions we are developing require extensive regulation, allowing us to expedite certain aspects of our work," Petrie told Green Queen.
"We are currently navigating the regulatory landscape, drawing upon our extensive experience in omega-3 oils. This background equips us with the knowledge and tools to effectively navigate the regulatory pathways."
v2food & Nourish Ingredients target 2024 launch
v2food aims to begin retail distribution for RepliHue – which can be used in beef, pork and chicken analogues – by 2024. "We are thrilled to be unveiling the latest game-changing technology in the plant-based protein market," said York. "RepliHue is the next generation of meat alternatives, that incorporates multiple advancements in texture, flavour and colour, making it only right to be revealing the breakthrough at the world-renowned SXSW conference."
Nourish Ingredients is looking to introduce Tastilux by 2024 aswell, and has already set up multiple collaborations. "We have established collaborations with several prominent plant-based protein companies, and we eagerly anticipate unveiling these exciting partnerships in the near future," said Petrie.
"We hold ambitious global aspirations, and our actions reflect this vision. We have a pilot facility in Singapore, and we’ve established numerous strategic partnerships in both the UK and the US," he added. "The challenge we are tackling is one that transcends borders, making it imperative for us to adopt a truly global perspective.
Courtesy: V2Food
The news comes months after a 3,016-person study by Queensland’s Griffith University found that nearly a third (32.2%) of Australians have reduced their meat consumption over the last year. Crucially, 71.3% said they either eat completely meatless diets, mostly vegan or have some plant-based dishes in an overall omnivorous diet – and 45.6% reported eating plant-based meat sometimes.
So the opportunity is there to appeal to flexitarians – who make up 19% of Australia's population, according to the YouGov survey – and it's exactly what ingredients like v2food's RepliHue and Nourish Ingredient's Tastilux are aiming to do.
As Australians eat less meat, vegan companies All G Foods’ Love Buds and Fenn Foods’ vEEF have announced a strategic merger to form The Aussie Plant-Based Co. The two brands will see access expanded to 6,000 distribution points, while All G Foods will dig deep into its mission to reach price parity for precision fermentation dairy.
All G Foods, a portfolio company of VC firm and cellular agriculture investor Agronomics (which owns 8% of the business), will spin out its Love Buds brand to form The Aussie Plant-Based Co. with Fenn’s vEEF. As a result, All G Foods will own 49% of the merged company.
Love Buds makes plant-based mince, burgers, sausages, chicken nuggets and schnitzels, while vEEF makes beef and chicken burgers and pieces, as well as bacon bits. Both companies have products in retail and foodservice locations, with the merger combing the footprint to 6,000 stores across Australia. The move will also combine production at vEEF’s Sunshine Coast manufacturing facility, helping the brands expand into Asia and the Middle East.
Fenn, founded by Aussie chef Alejandro Cancino in 2015, claims it’s the country’s first company to introduce a certified carbon-neutral mince alternative under the vEEF brand. All G Foods, meanwhile, had multiple focuses: while Love Buds produced plant-based meat, its biotech arm focused on producing precision fermentation dairy proteins.
Courtesy: Veef
All G Foods doubles down on precision fermentation
The merger will allow All G Foods, which raised $25M in a Series A round last year to bring total funding to $41M, to focus solely on its precision fermentation research and development. The company is initially looking to create animal-free bioidentical lactoferrin, which is a component of whey protein. It has teamed up with Australia’s Food and Beverage Accelerator to speed up development as well as create dairy products that consumers are looking for.
“Since inception, we have always had one foot in the ‘deep-tech’ segment of precision fermentation and the other in the consumer-facing ‘plant-based meat’ business,” explained All G Foods founder and CEO Jan Pacas, who is chairman of the newly merged company. “This transaction represents a pivotal strategic move to allow the two different businesses to concentrate exclusively on their respective and unique needs.”
To advance its mission, the company invested in a 24/7 BioFoundry located in Sydney, which has an AI-driven ecosystem. All G Foods is working on lactoferrin first due to its prized antiviral, antibacterial, anti-inflammatory, prebiotic and probiotic attributes, according to Pacas.
Courtesy: All G Foods
While the company hasn’t conducted a life-cycle assessment to determine the exact climate benefits of its animal-free protein, De Novo Foodlabs, an Anglo-South African startup also making precision-fermented lactoferrin, has published an environmental impact report for its protein. It was potentially found to have a 99.9% lower GHG footprint and land use footprint, and an equal decrease in water use compared to conventional lactoferrin.
All G Foods isn’t just stopping there – it plans to make precision-fermented casein proteins too, which represent 80% of the total protein content found in dairy and are responsible for the key functional attributes these foods are associated with. The company has previously earmarked plans to launch in Singapore by the end of 2024 while looking at other APAC markets, the Middle East, and the US as well.
Eden Brew is another Aussie precision fermentation dairy startup, which is focusing on animal-free casein micelle, and earlier this month, it closed a $24.4M Series A round. Other developments in the sector down under include Cauldron’s $10.5M raise earlier this year to build APAC’s largest network of microbial fermentation facilities, and Aussie-American startup Change Foods’ award of two government grants last year to develop manufacturing plants and scale up its animal-free dairy production.
A key obstacle for startups like All G Foods is regulatory approval. In Australia, cellular agriculture products are classed as novel foods and require pre-market authorisation before being cleared for sale. Currently, no company has filed for approval in the country.
Catering to a meat-reducing Australia
Speaking about the merger, Pacas said: “I believe our team’s strong chemistry and dedication to success will help The Aussie Plant-Based Co to succeed [in] reaching new and old customers and consumers alike with a variety of taste-first plant-based meat products.”
He told Food & Drink Business: “There are significant synergies between the two companies we can leverage to accelerate growth for both brands. VEEF has superior manufacturing processing while we have stronger R&D and vEEF is in the retail market while Love Buds is strong in foodservice.”
Cancino, who is the CEO of the new brand, added: “This collaboration is a testament to our shared commitment to creating a sustainable, healthier and tastier future for Australians. By combining our strengths, we can accelerate the adoption of plant-based alternatives and contribute to a greener planet and more ethical sources of protein.”
Courtesy: Veef
It comes shortly after a study by Queensland’s Griffith University found that nearly a third (32.2%) of Australians have reduced their meat consumption over the last year. Crucially, 71.3% said they either eat completely meatless diets, mostly vegan or have some plant-based dishes in an overall omnivorous diet. And 45.6% said they eat plant-based analogues to animal foods sometimes.
It highlights an opportunity for brands like The Aussie Plant-Based Co, which should zero in on taste and health credentials. A YouGov Australia poll of 1,093 Aussies conducted last week found that 19% identify as flexitarians, and 6% as vegan/vegetarian – across the board, taste was the number one factor prioritised by consumers when explaining their food choices, with health coming in second for flexitarians and price for the rest of the groups.
Can The Aussie Plant-Based Co capitalise on these trends? We’ll find out soon enough.
Objectives: To gain an understanding that turkeys want to live free from harm and suffering by considering why they would want to be disguised for Thanksgiving. Children will practice empathetic thinking as they come up with creative disguises for their turkeys while learning interesting facts about these unique individuals.
As the holiday season approaches, turkeys—who are loving, inquisitive, and intelligent animals—will almost certainly be front and center on many classroom worksheets, activities, and decorations. They’re unique individuals who, just like us, value their lives and want to live free from harm and suffering—but sadly, 45 million of them are killed every year for Thanksgiving alone. The “Disguise a Turkey” activity has been popular in classrooms for many years, but it has generally been viewed as a joke. This compassionate new twist on an old favorite aims to help teachers open their students’ eyes so they can see past the humor and take a deeper look into the “why” of disguising their turkeys. This year, foster compassion for turkeys in your students with this fun and thought-provoking activity in which young learners disguise their turkey friend in order to help them avoid becoming a Thanksgiving meal!
Japanese plant-based meat company DAIZ, which uses a proprietary soy germination tech to make ‘miracle chips’ for vegan analogues, has raised ¥7.1B (about $47.4B) in Series C funding, which it will use to build a new 40,000 sq ft facility.
The investment round – which includes the Mitsubishi UFJ Capital, Roquette, Miyoshi Oil & Fat and Kagoshima Bank – brings DAIZ’s total financing to ¥13.6B ($87.6M), which it says is the largest sum raised for a food tech company in Japan. It had raised ¥650M (US$6M) in Series A funding in 2020, and ¥1.85B ($17M) in a Series B round last year.
The latest round involves a mix of equity and debt funding, the latter of which uses a combination of investment vehicles from Japan’s Ministry of Economy, Trade and Industry and the Ministry of Agriculture, Forestry and Fisheries.
DAIZ says it plans to use the Series C funds to build its new production plant in Kumamoto, which it claims will be the largest plant-based meat factory in Japan. The facility is planned for a February 2025 launch, with the first phase of construction having a capacity of 8,000 tons per year. Eventually, it’s expected to produce 20,000 tons of plant-based meat annually.
The company hopes to expand both its domestic and international footprints – it has collaborated with 7-Eleven Japan for two deli products, and is already working with partner companies in Europe, North America and Asia and is looking to speed up its strategy and contribute to the local economy with job creation.
Courtesy: DAIZ
Creating ‘miracle chips’ for vegan meat and eggs
DAIZ uses proprietary tech that involves a high-pressure process called Ochiai, where whole soybeans are germinated to activate enzymes and increase the number of free amino acids, which contribute to flavour and texture without requiring synthetic additives. The resulting ingredient is what DAIZ calls ‘miracle chips’, and these can be used to make a host of plant-based meat products, like fried chicken, burgers and tuna.
The company has already partnered with French ingredient company Roquette (one of the Series C investors), to produce a pea-based variant of its Miracle Meat, and says it has developed a Miracle Egg too, which extends its portfolio from just meat analogues. The introduction of eggs makes sense given that Japan is the world’s largest consumer of eggs.
Using soybeans is a shrewd move considering the ingredient’s prevalence in Japanese culture, where it is used to make foods like tofu, edamame, natto, miso and shoyu. And while Japan is home to seitan, one of the oldest and still widely used plant-based meat ingredients, its alt-protein sector has been booming of late.
Courtesy: DAIZ
Japan’s plant-based potential
Japan’s plant-based market doubled in size between 2019-22, with 2020 known as ‘year one’ for the country’s alt-protein industry, marking the time when the number of products significantly increased. Players like vegan egg maker Umami United, meat alternatives company Next Meats (which also makes eggs) and plant-based chicken and egg brand 2Foods are just a few of the leaders in this sector. In addition, a fair few larger corporations have moved into vegan products in Japan, including Marukome’s Soy Lab, Otsuka Foods’ Zero Meat, as well as meat producers Itoham Foods and NH Foods.
In October 2021, a survey found that 53% of Japanese respondents primarily viewed plant-based meat as having “low calorie and fat values compared to regular meat”, while only 37% of respondents thought of plant-based meat as “sustainable”. Around the same time, another poll found that less than 20% of consumers in Japan were aware of plant-based foods, of whom, 40% had tried these products.
Earlier this year, only 17.5% of respondents to another survey said they had consumed soy protein meat, with only 3.1% trying plant-based meat made from other ingredients. Interestingly, nearly a fifth of participants said they are intentionally eating less animal foods at least once a week and identify as flexitarians.
Courtesy: DAIZ
Government support for vegan food
This is where the opportunity could lie for brands like DAIZ, and there has been government support too. Policymakers have set up government departments to promote food tech, which includes alt-protein. In 2021, Japan released a white paper listing meat substitutes as a solution for its 2050 net-zero targets, while economic bodies like the Japan External Trade Organization are collaborating with alt-protein companies to grow the market further.
Last year, the government announced its intention to introduce new labelling conventions to remove hurdles for the vegan food industry, with minister Taro Kono calling the lack of guidelines a “shackle” for the industry’s development, In the proposed rules, statements like “contains soy meat”, “not meat” and “oat milk” would be acceptable terms – a far cry from labelling regulations in regions like France, the US and the EU.
Speaking about the latest financing, Tatsuya Koitabashi, director and chief financial officer at DAIZ, noted that while the current funding environment for startups is weak, it received investment from 11 companies, including existing shareholders, as well as debt financing from nine financial institutions.
“New industries are born from the edge of regulation, and by using the financing systems of the Ministry of Economy, Trade and Industry and the Ministry of Agriculture, Forestry and Fisheries, we will be able to procure long-term corporate loans at a low cost, which is unusual for startups,” he said. “I think we have succeeded.”
Eating meat has often been linked to the idea of masculinity – to see if these perceptions are changing, researchers conducted an experiment to find out whether masculine framing in marketing would influence how men perceive vegan food.
Despite there being an equal split in the total population, in Germany – Europe’s leading plant-based food market – only 19% of vegans are men. Multiple studies have explored how masculinity can be linked to meat-eating, and the way veganism is often associated with femininity.
Using this precedent, a new study published in the Frontiers journal examined the effects of framing veganism through a masculine lens on men’s attitude towards vegan food and explored whether sticking to traditional masculinity forms could increase the impact of such framing.
“Men might be less inclined to consume vegan food due to the need to perform gender,” said lead author Alma Scholz. “However, with vegan food being framed in a masculine way, men might feel less resistance and become more likely to consume it.”
Hearty Western salads vs luscious nature salads
Courtesy: Atstock Productions/Canva
The study surveyed 593 participants, but the hypothesis was only tested on 382 omnivores, who were randomly given descriptions of vegan food in either a masculine or non-masculine way. They were asked to rate the suitability of plant-based food for women or men from one to seven – one being more likely suited to women, and seven being for men (a score of four meant it wasn’t particularly suitable for either).
No photos were presented, and the font and colours were kept constant and neutral. The researchers used either conventional or masculine attributes to frame a dish. The former includes words like ‘special touch’, ‘colourful’, ‘creative’ and ‘delicious’, and the ‘manlier’ terms included ‘beast’, ‘meaty’, ‘protein-rich’ and ‘filling’.
A total of four dishes were used: the salad, spaghetti carbonara, a burger, and goulash – they were selected because they can already have gender connotations. The researchers assumed that the salad and partly the spaghetti have a more feminine association, while the other tend to have a more masculine connotation.
“The gender association of the dishes was manipulated by altering the ingredients, the verbal descriptions, and the names of the dishes,” the study explained. For example, masculine dishes contained ‘gravy’, while feminine dishes had a ‘red wine sauce’. In the former instance, the dish was named ‘Western Salad’ and described as ‘hearty’, while the latter saw the same dish being called ‘Nature Salad’ and described as ‘luscious’.
When the burger was described to the respondents using the conventional terms, the rating was 3.68 –but this rose to 3.96 when using masculine words. There were similar results with the rest, as masculine framing meant that the dishes were considered less feminine and more neutral (all dishes were still under the rating of 4).
So masculine framing didn’t cause men to express too much of a greater desire to eat vegan food, nor did it improve their overall attitude towards veganism. “Since gender stereotypes also include food choices, men are more inclined to consume in a gendered way to steer social perception. Otherwise, they might be considered less masculine,” explained Scholz.
New forms of masculinity
Courtesy: Nomadsoulphotos/Canva
In addition, the study also found a result contrary to the researchers’ expectations. The masculine framing had a positive effect on those who identify with new forms of masculinity – described as “challenging traditional male norms” and “associated with values such as authenticity, emotional expressivity, and holistic self-awareness”. The more that men prescribe to these new waves of masculinity, the more it’s likely that their attitude towards veganism is positive.
This indicates that a wider, more diverse sample may show different results. The researchers called for further exploration of masculine framing “to improve men’s perception of vegan food and the vegan concept”, albeit with stronger stimuli and longer interventions.
“Our findings suggest that the potency of a short-term intervention might not be sufficient to counterbalance the prevailing feminine connotations associated with veganism,” the study stated. “Despite the modest impact on gender appropriateness ratings for men, it is imperative to acknowledge the gender-neutral response exhibited by women, indicating that the intervention did not negatively affect their perception.”
Scholz explained: “With a short intervention, the perception regarding gender suitability of vegan food was shifted away from femininity and closer toward a neutral position. Even if this shift did not go all the way, long-term interventions might have the potential of even stronger shifts, resulting in an improvement in men’s liking of vegan dishes, and are thus worth further exploration.”
Bella Casara’s buffalo mozzarella—sold at supermarket chains Loblaws and Longo’s—is caught up in a damning PETA investigation revealing long-term neglect and mistreatment of buffaloes at its milk supplier, where the animals were found confined to fly-ridden pens packed with feces and, according to a whistleblower, some had prolapsed uteruses and open wounds and some calves suffocated in their own waste. Photos are available here, and video footage is available here.
PETA submitted evidence of these apparent violations of the Provincial Animal Welfare Services Act at Ontario Water Buffalo Company to Provincial Animal Welfare Services in April, but the neglect continues, as this video footage from September shows. Based on these findings, the group filed a second complaint with Provincial Animal Welfare Services.
This photo of a calf covered in waste and mud was given to PETA by a whistleblower and reportedly taken at Ontario Water Buffalo Company.
A whistleblower reported that a blind and immobile calf died after two weeks of neglect, female buffaloes were bred and milked even after suffering from prolapsed uteruses, calves were riddled with parasites, diarrhea was rampant, and many buffaloes became so weak that they couldn’t stand. The whistleblower also stated that one animal who had apparently fallen in the accumulated waste was dragged out of a pen with ropes to be milked and that another’s horn became so overgrown that it cut into her face, prompting a manager to cut it off, causing profuse bleeding. Other animals allegedly were routinely denied adequate veterinary care.
PETA corroborated the whistleblower’s account of filthy conditions by twice visiting the facility, where the group also documented on video farm owners admitting that the prolapsed uterus of a pregnant cow had been stitched back into her body and that a buffalo had lost part of an ear to frostbite in the winter. Earlier this month, PETA documented that conditions were much the same, with the summer heat bringing new horrors, including buffaloes—who love immersing themselves in water—having to resort to lying in a pit of fecal soup swarming with flies. This can lead to flystrike, in which flies—which are drawn to the waste—bite the animals and lay eggs in open wounds, leading to hatched maggots feeding on their skin and causing infections.
“The animals at Ontario Water Buffalo Company seem to suffer and die in misery, with mothers forced to give birth repeatedly until their bodies give out and their calves left to be smothered in mounds of manure,” says PETA Senior Vice President Daphna Nachminovitch. “PETA urges anyone disgusted by this abuse to call on Loblaws and Longo’s to consider whether the pain of these buffaloes is worth the cheese on their shelves and to help end all such suffering by choosing readily available vegan cheeses instead.”
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 on PETA’s investigative newsgathering and reporting, please visit PETA.org, listen to The PETA Podcast, or follow the group on X (formerly Twitter), Facebook, or Instagram.
Oatly is calling on the UK food and drink industry to adopt mandatory carbon labelling on product packaging with a new campaign. As part of this effort, it is offering free ad space to dairy producers, challenging them to publish their climate footprint alongside ads displaying Oatly’s footprint.
Oatly is campaigning for mandatory carbon footprint labelling for food and beverage products in the UK, pushing for increased transparency to allow consumers to make more informed choices. As part of the initiative, it’s challenging dairy companies to disclose their climate footprints, with a view to providing clearer and more accurate comparisons to the public.
To do so, the Swedish oat milk giant is offering free high-profile ad spaces via billboards in London and Manchester across billboards, as well as print and radio commercials.
“We bought this billboard to tell you about the climate footprint numbers we’ve included on our products,” the posters read, referring to Oatly’s printing of its products’ carbon footprint in the UK since 2019. “And we’re donating this one to the dairy industry so they can tell you their climate footprint numbers too,” reads an adjacent billboard.
While the campaign is UK-focused, Oatly is offering one spot on a Berlin billboard too.
How dairy compares to plant-based milk
Courtesy: Our World in Data
The dairy industry is notorious for its high environmental footprint, water use and land use. A landmark study by scientists at Oxford University in 2018 found that, on average, cow’s milk uses 8.95 sq m of land per litre – over 11 times higher than the next on the list, which is oat milk (at 0.76 sq m). This is followed by soy (0.66 sq m), almond (0.5 sq m) and rice milk (0.34 sq m).
In addition, the research revealed that conventional dairy uses 628 litres of water for a litre of milk – almond milk, at 371.5 litres, is next, with rice milk raking up 269.8 litres, oat milk using 48.2 litres, and soy milk just 27.8 litres (22 times lower than cow’s milk). In terms of GHG emissions, dairy represents 3.15kg of CO2e per litre, which is nearly three times as much as rice (1.18kg). In contrast, soy milk emits 0.98kg, oat milk amounts to 0.9kg, and almond milk 0.7kg per litre.
Oatly, which uses climate intelligence platform CarbonCloud (a fellow Swedish company) to measure its product emissions from farm to store, claims its products emit as little as 0.43kg of CO2e per litre, with its Light Oat Drink coming top of the list. But the highest amount emitted by its milk alternatives is the half-litre Barista version, which amounts to 0.64kg of CO2e per litre – still nearly five times lower than the Oxford study’s estimates for dairy.
Extending its partnership, it’s offering a 50% discount code for CarbonCloud’s services to businesses that haven’t yet calculated their emissions, as part of its climate labelling campaign. Other food-focused carbon calculators include UK-based My Emissions and Californian company Planet FWD’s new AI platform.
Oatly’s ‘grey paper’
Courtesy: Oatly
To help make carbon labelling mandatory, Oatly has published a ‘Grey Paper’, referring to how “climate labelling isn’t a black and white issue, where certain foods are good and others are not”. The paper makes three key arguments to advocate for the cause.
The first builds upon scientific consensus about the food industry’s emissions. A third of all global emissions come from this sector, while livestock farming produces between 11-19.5% of the planet’s overall emissions. Further studies have shown that animal-derived foods like meat and dairy cause twice as many emissions as plant-based foods, and replacing half our meat and dairy consumption with plant-based alternatives can double climate benefits.
Oatly’s second pillar highlights how consumers already receive such information in other sectors. People look at Energy Performance Certificate ratings when buying houses, emissions data when purchasing cars, and Energy Rating data when buying electronic appliances. Oatly argues that the same logic should be applied to food and drink too.
The final argument relies upon public support for mandatory carbon labelling. Oatly conducted a consumer poll of 2,000 UK adults, with 62% expressing support for a policy-making the act mandatory. Additionally, 55% believe companies should be obligated to disclose this data, with the figure rising to 78% for under-35s. Meanwhile, 59% of Brits said they’d reduce or completely eliminate products with high carbon footprints from their diets if they were given accurate emissions data.
Consumers can see through greenwashing
Courtesy: Oatly
In 2020, similar research by Carbon Trust showed that 63% of consumers in the UK felt carbon labelling was a good idea, while 63% would feel more positive about a product that had reduced emissions. However, only 35% said it was important for them to know a company is taking action on its environmental impact before purchasing its products, while 51% said they don’t think about carbon footprints when buying products.
More recent data from last year revealed that 73% of Brits felt it was important for food and drink to have low carbon footprints, while 49% wanted to see carbon footprint labelling on products. But only 25% claimed to fully understand the meaning of the term ‘carbon-neutral’.
Earlier this year, accounting firm KPMG found that 54% of Brits said they’d stop buying from a company that has misleading claims about the sustainability of its products. Moreover, 45% have heard of the term ‘greenwashing‘, and 76% said false or misleading claims are the clearest examples of greenwashing.
This is part of what is driving Oatly’s campaign: transparency and accountability to help the public make greener decisions. “This is about giving consumers the freedom to make informed choices about what they’re buying and how it impacts the planet – from grower to grocer,” says its UK general manager Bryan Carroll.
And that’s not to say Oatly’s record is squeaky clean. In January 2022, the oat milk producer was at the receiving end of an ad ban by the UK’s Advertising Standards Authority (ASA), which accused it of greenwashing consumers with unsubstantiated environmental claims in its comparison of oat milk with conventional dairy.
For instance, one commercial – with the tagline “Need help talking to dad about milk?” – stated that Oatly generates 73% fewer carbon emissions than milk. The comparison was between Oatly Barista and full-cream milk, but the ASA said consumers would understand it to mean all of Oatly’s products. And in two newspaper ads, it stated that over a quarter of global emissions come from the food industry, with meat and dairy accounting for half of that. The ASA said Oatly included fish and eggs as part of meat and dairy, but people may assume it has a narrower definition.
And it’s not just the UK – the brand was hit by three lawsuits in New York after being accused of greenwashing by its investors in 2021. Oatly did introduce its carbon footprint labels in the US earlier this year, with a similar campaign to push for mandatory labelling.
Greenwashing legislation is key
Graphic by Green Queen Media
This is why policy intervention is key. The UK’s new Green Claims Code lays out a six-point checklist to help businesses make credible environmental claims. And in 2021, British startup Provenance launched its Provenance Framework, an open-source rulebook listing the criteria companies need to fulfil to make a true environmental claim, and avoid greenwashing and misleading consumers.
The EU, meanwhile, finalised a new law to curb greenwashing last month, banning terms like ‘carbon-neutral’ and ‘eco-friendly’ from product labels, unless businesses can provide “proof of recognised excellent environmental performance relevant to the claim”. One of its proposed sister laws, the Green Claims Directive, mandates businesses to assess and meet new minimum “substantiation requirements” for sustainability claims – but progress on this has stagnated.
Carroll says it is unreasonable to expect emissions cuts and consumer behavioural changes without providing people with the information they need: “Given the urgency of our climate challenge, we believe it should be as easy for shoppers to find the climate impact of what they’re buying, as it is to find its price tag.”
In this vein, Oatly is hosting a Reddit AMA (Ask Me Anything) session this Friday, where its sustainability director Caroline Reid will discuss and field questions about climate labels. The brand has put out a call for an executive from the dairy industry to co-host the event.
Oatly’s tough turn
Courtesy: Oatly
The oat milk giant has had a difficult couple of years, with post-pandemic supply chain issues and the cost-of-living crisis hitting its stock hard, which has crashed by as much as 94% since its US IPO in 2021, when it was worth $10B. This was exacerbated by leadership changes – with former CEO Toni Petersson moving into a co-chair role – and restructuring, as it reduced headcount by 25% across Europe, the Middle East, and Africa.
In November 2021, it saw a 20% fall in shares directly due to a warning about its products’ quality, as well as delivery delays, while five of its products were voluntarily recalled in August 2022 due to safety issues. It also withdrew its ice cream tubs from UK supermarket shelves as it faced increased competition, while its market share dwindled in Asia due to “a slower-than-expected post-Covid-19 recovery in China”. It led the company to eliminate SKUs and slow down on product expansion.
Now, as Oatly aims to reduce its products’ climate footprint by a further 70%, can Oatly turn a financial corner as well as help bring about labelling legislation? Its aim is to work with stakeholders over the next few months to exert influence on policymakers to introduce a mandatory carbon labelling system – “one that doesn’t cost the earth but helps preserve the Earth”.
“Together, we can put collective pressure on the UK government to make this happen and not get watered down like some other environmental policies have, sadly, been lately,” says Carroll, in a not-so-subtle reference to UK Prime Minister Rishi Sunak’s U-turn on the country’s climate commitments.
Denmark has published an action plan detailing its goal to transition towards a plant-based food system, in what is a first by a national government. It’s part of the 2021-announced climate agricultural plan to cut food emissions and will involve plans to promote plant-based foods in school meals, via chef training, and by increased exports.
In 2021, Denmark introduced an unprecedented climate agreement arguing that vegan food must be a “central element in the green transition”. The plan saw the government earmark one billion Danish kroner (€168M) to advance the sector, with 675 million kroner (€90M) going to the creation of a new Fund for Plant-Based Foods, and the rest as bonuses to farmers who grew plant-based protein crops for human consumption.
The country’s new national action plan is part of this 2021 agreement, establishing how the government wants to boost its plant-based industry. The administration hopes to serve as an inspiration for the rest of the world when it comes to vegan food consumption and production. It also comes three years after it passed a climate law that outlining emissions and net-zero targets.
The Ministry of Food, Agriculture and Fisheries of Denmark’s plan involved training chefs in both public and private kitchens on the preparation of vegan meals, and a higher focus on plant-based diets in schools and the education system. It also outlines initiatives to expand the exports of locally produced vegan food through embassies, and invest more in research and development for this sector.
Rune-Christoffer Dragsdahl, secretary general of the Vegetarian Society of Denmark | Courtesy: Vegetarian Society of Denmark
That last point is key, as it’s in stark contrast to a report earlier this year that found that 97% of all research and innovation spending in the EU goes towards animal agriculture to increase production. This is despite the EU supporting two major research initiatives to help develop plant-based products last year, with a combined investment of €23.2M. In fact, between 2014-20, EU cattle farmers received at least 50% of their income through direct subsidies from the EU – which outnumbered the subsidies earned by the plant-based industry by 1,200 times.
This puts a spotlight on Denmark’s plan to incentivise farmers to grow vegan protein, as well as the introduction of its Fund for Plant-Based Foods, the first round of which has received 101 applications from startups, universities and others, requesting more than thrice the allocated €7.78M budget. The 2021 agreement followed the establishment of the country’s dietary guidelines a few months earlier, which called for a reduction in meat and dairy consumption, and higher intake of plant-based proteins.
While Denmark’s decarbonisation plan was the largest investment into plant-based R&D by any country, the Vegetarian Society of Denmark argues that the sector is still “severely underfunded”. Experts from several of the country’s universities have pointed out that funding must increase by at least sixfold, reaching 600 kroner (€80M) annually.
“Both we and many other dedicated forces in the plant-based sector are determined to make the mission succeed, but it also requires further investments throughout the value chain,” says Rune-Christoffer Dragsdahl, secretary general of the Vegetarian Society of Denmark. “And here, the money does not match the ambitions.”
This aligns with a recent report that found by the organisation – in collaboration with Greenpeace, Animal Protection Denmark and Green Transition Denmark – which found that Danish banks and financial sector lack the objectives and knowledge to invest in food and agricultural sustainability.
He adds that the national action plan lacks concrete objectives across the board: “There are a lot of great visions in the action plan, but it is unclear which goals will be achieved and how they will be achieved. If Denmark’s constructive path is to be a credible alternative to, for example, the Dutch approach – which led to large demonstrations in the country – the visions need concrete figures.”
Plant-based policies by countries around the world
Source: Luisa Brimble via Unsplash
The Netherlands – whose nitrogen emission plan sparked backlash from livestock farmers – has faced criticism from environmentalists, who allege that its tax rules encourage fossil fuel use. But it has proposed a six-year master plan to increase plant protein production and consumption, and approved cultivated meat and seafood tastings after investing €60M in cellular agriculture last year – plus, it set aside €25B to buy out livestock farms and limit the number of animals reared for human food.
Similarly, Germany’s National Nutrition Strategy involves a focus on plant-based diets, particularly in government-run establishments like hospitals and schools. Its Minister of Food and Agriculture, Cem Özdemir, says German meat consumption has declined, with only a fifth eating it daily. He adds that policymakers intend to build a comprehensive nutrition strategy to promote food system changes via early education and accessibility initiatives. The potential is there, given Germany is Europe’s largest plant-based market.
Last month, Switzerland’s government launched a new climate strategy for agriculture to make its food system more sustainable and boost food security. This includes a recommendation to reduce meat consumption and adopt more plant-based food in people’s diets – 21% of the population already consumes vegan alternatives to dairy once a week.
Elsewhere, Canada’s Food Guide recently made changes to encourage the consumption of plant-based foods more often than animal-derived protein. And in the US, 1,400 mayors ratified a resolution in August to promote a shift to plant-based diets to address chronic diseases, climate change and national healthcare costs.
In Taiwan, meanwhile, the 2023 Climate Change Response Act promotes a plant-froward, low-carbon diet to fight the climate crisis and reach net zero by 2050. In China, the Ministry of Agriculture and Rural Affairs included a focus on future food tech like cultivated meat for the first time as part of its Five-Year Agricultural Plan in January 2022.
Additionally, 2023 is the UAE’s Year of Sustainability, part of which is a push to promote plant-based eating in the country. It’s also the host of this year’s COP28 climate summit, billed as the first food-focused edition, featuring a predominantly vegan catering menu – 44% of its residents are open to substituting meat and dairy with vegan alternatives.
The EU’s plant-based policy
Last month, five EU animal advocacy organisations, including the Vegetarian Society of Denmark, published a report suggesting 11 measures to unlock the transition towards a plant-based food system in the region. They called for a redirecting of public funding, a rethink of the EU’s protein strategy and mandatory carbon labelling.
The EU was further urged to lower VAT on plant-based foods – something ministers in Germany are also campaigning for in terms of alt-dairy – introduce a health tax on red and processed meat, and implement a meat tax with a higher VAT on animal-based foods, a measure that is currently being discussed by the Danish government.
The same week the report was published, the European Parliament’s Agriculture Committee voted to implement a strategy to increase the production of plant proteins in the EU, emphasising that these would increase the “circularity in the food and feed value chains” and benefit the climate. It came after the EU Parliament adopted a resolution to promote plant-based eating and reduce the overconsumption of meat in February 2022.
“Immediate action is necessary to mitigate the ongoing impact of meat production on climate change and biodiversity loss,” said Joanna Oliveira, project director at the Portuguese Vegetarian Association and coordinator of the coalition’s report. “Implementing these policies and initiatives, with consideration for gradual adoption in specific cases, will be crucial to achieving a more just, sustainable and resilient food system, benefitting both current and future generations.”
“Denmark is the first country to develop an action plan specifically for plant-based foods. Therefore, the plan itself is internationally groundbreaking,” added Dragsdahl. “We hope that politicians will set concrete targets in the coming period, and we are happy to offer our expertise in this area to ensure that this succeeds.”
If you wouldn’t eat a dog, why eat a pig, a turkey, or a cow? That’s the food for thought PETA supporters will be serving up on Saturday as they “barbecue” a lifelike “dog” on the Las Vegas Strip while other animal allies hand out free vegan starter kits and kids’ guides to animal rights.
When: Saturday, October 14, 4 p.m.
Where: Outside Neiman Marcus, Fashion Show Las Vegas (at the northwest corner of Spring Mountain Road and S. Las Vegas Boulevard), Las Vegas (Please see this map.)
A PETA supporter “barbecues” a “dog.” Photo: PETA
“Pigs, cows, chickens, and turkeys feel pain and fear and love their families just like dogs do,” says PETA Executive Vice President Tracy Reiman. “PETA urges anyone disturbed by the idea of cooking a canine to extend that compassion to all animals and go vegan.”
PETA—whose motto reads, in part, that “animals are not ours to eat”—opposes speciesism, a human-supremacist worldview.
Unilever-owned ice cream giant Ben & Jerry’s has announced that it will be reformulating its entire non-dairy range, switching from a base of almonds or sunflower seeds to oats. Starting with two trademark flavours that will be available this autumn, the rest of the lineup will debut in stores in spring 2024.
Ben & Jerry’s 19-strong vegan ice cream range currently contains a base of almonds and sunflower seeds, but the brand says the existing recipes change the overall flavour of the ice creams. The company sought to change its recipes two years ago, considering 10 different ingredient bases, including coconuts and rejigging the almond recipe.
Ultimately, the flavour team settled on an oat milk base, finding that it had the smoothest texture and most neutral flavour that would allow the core flavours of chocolate, caramel and vanilla to shine. The company adds that the change favours people with nut allergies – though using oats means that none of the frozen desserts are gluten-free either.
The reformulated versions of the Chocolate Chip Cookie Dough and Chocolate Fudge Brownie will be available this autumn in the US, while the 17 others will be launched worldwide in the spring. Ben & Jerry’s will also release a new flavour exclusive to the dairy-free ice cream range, specifically with the oat base in mind.
Ben & Jerry’s non-dairy history
Courtesy: Ben & Jerry’s
Ben & Jerry’s, which boasts a 33% market share in the US non-dairy ice-cream sector, first launched its plant-based range in 2016 with Chunky Monkey, Chocolate Fudge Brownie, Coffee Caramel Fudge and Peanut Butter & Cookies flavours. This lineup has expanded over the years to include options like vegan Chocolate Chip Cookie Dough, Cherry Garcia and Phish Food.
In 2019, it launched edible cookie dough bites that were available in a vegan variant too, and a year later, it introduced a sunflower-butter-based line of ice creams in the US, whose current flavours include Milk and Cookies, Bananas Foster and Mint Chocolate Cookie.
With the new oat-based recipe, Craig Koskiniemi – one of Ben & Jerry’s ‘flavour gurus’ – told Food Dive that it could backfire with die-hard fans of its current dairy-free lineup, but stressed that oat won out in consumer taste tests. Additionally, non-dairy only makes up 7% of the company’s total packaged business, so the threat of sales crashes isn’t as huge.
In a statement, Colleen Rossell, another ‘flavour guru’, said: “With this new recipe, Ben & Jerry’s fans can expect more: more flavour, smoother texture, and more dessert euphoria with the same signature chunks and swirls. This new recipe is so good, it’s even loved by our most discerning dairy fans who are used to eating [dairy-based] ice cream.”
A crowded vegan ice-cream freezer
Courtesy: Ben & Jerry’s
Plant-based products only account for a 2.6% share of the US ice cream market, with a household penetration rate of 11.8%. Despite the average American consuming 23 lbs of ice cream each year on average, dairy-free sales declined by 4% from 2021-22.
And in the UK – where Ben & Jerry’s leads the way in terms of overall tub and block sales – non-dairy products are said to make up 14% of new ice cream launches while accounting for less than 5% in take-home sales. Moreover, the British market saw a sales drop in vegan ice cream, with a 2% fall from 2021-22 (albeit a 14% hike from pandemic-hit 2020 levels).
It has led to a period of flux within the sector. Oat milk leader Oatly withdrew its entire ice cream range from the UK market earlier this year, citing increased competition and missed sales targets. The UK plant-based ice-cream aisle is getting increasingly congested, featuring brands including Häagen-Dazs, Magnum, Jude’s, Swedish Glace, Booja Booja, Northern Bloc and, of course, Ben & Jerry’s. And this is before you start factoring in supermarkets’ private-label brands.
It’s a similar scenario in the US, with So Delicious (owned by Danone), Häagen-Dazs, Wicked Kitchen, Van Leeuwen, Salt & Straw, Forager Project and Oatly – to name a few – combining with own-label brands to crowd the retail freezers.
Making a better product and exploring new tech
Courtesy: Ben & Jerry’s
Speaking about Ben & Jerry’s recipe change to Food Dive, Koskiniemi explained: “We compared it to some of the other products on the market and we were finding that actually, there’s really room to improve what we had. It really stemmed from this internal view, knowing that we’re not satisfied with what we have. We know we can do better.”
Despite the increasing number of players in this space, it feels like the demand may be there – over half of consumers in a global survey said they’d be more willing to buy vegan ice cream if more options were readily available, according to Olam Food Ingredients.
“We can really help grow the nondairy category by improving the quality of our product,” said Koskiniemi. “We took our time to make sure that we were getting the best possible product for our non-dairy.”
The news also comes a year after Ben & Jerry’s parent company, Unilever, began working with European startups to explore precision fermentation technology, specifically pointing out challenges in the non-dairy ice cream segment. “We’ve got some things coming [in precision fermentation] in the next year or so,” said Unilever’s chief R&D officer for ice cream, Andrew Sztehlo, hinting that it would probably come from one of its big global brands, possibly a North American one.
California’s Perfect Day is a pioneer in this segment – with its former consumer-facing brands Brave Robot and Coolhaus using its precision fermentation-derived animal-free whey for its ice cream range.
Are you on a quest to find the creamiest dairy-free delights? So are we, which is why we’ve rounded up some of the best vegan goat cheese brands on the market to satisfy your cravings for this tangy flavor without using animals.
Goats are social animals who wag their tails, “binky,” and form meaningful relationships and strong bonds with each other and their human guardians. Like all mammals, they produce milk to feed their children, but on today’s dairy farms, goats are repeatedly impregnated and their offspring are taken from them so that their milk can be used by humans. Animals’ milk is meant for their babies—not humans. It’s speciesist for us to use them for their milk and treat them as objects instead of the feeling individuals they are.
If you want to make a real difference in the lives of goats and other animals, going vegan is the best thing you can do. By choosing vegan goat cheese (aka chèvre) from these brands or getting creative in the kitchen by making it yourself, you’re extending compassion to goats who are used for their milk.
Going vegan is the best thing you can do for animals, the planet, and your own personal health. Take the first step toward making the change today by ordering your free vegan starter kit:
If you wouldn’t eat a dog, why eat a pig or a turkey? That’s the message PETA planned to place on local buses ahead of Oktoberfest and Thanksgiving—until Tulsa Transit adopted a new ad policy just a few weeks before the ads were set to run, rejecting them as “not appropriate” and offensive to nonvegans, effectively giving PETA no chance to challenge the decision in time.
Tulsa Transit first rejected the ads—which ask people to choose vegan foods and leave animals in peace—as “controversial” in March but reversed its decision after PETA challenged the constitutionality of the rejection and the then-current ad policy. PETA points out that there’s nothing objectionable or offensive about its family-friendly appeals to spare animals’ lives, especially given the prevalence of ads that promote eating animals.
“What’s offensive is the inner workings of the meat industry, in which animals who are just as loving, intelligent, and sensitive as dogs are confined in filth and their throats are cut while they’re still conscious,” says PETA President Ingrid Newkirk. “America risks becoming the land of no free speech if city agencies can pick and choose which opinions to air, and PETA is determined to exercise its First Amendment right to encourage everyone to go vegan.”
Pigs and turkeys are no different from dogs when it comes to feeling pain and fear. In today’s meat industry, mother pigs are squeezed into narrow metal stalls barely larger than their bodies and kept almost constantly pregnant or nursing. Pigs’ tails are chopped off, their teeth are cut with pliers, and males are castrated—often without any pain relief. During turkeys’ short lives, they’re forced to stand in their own waste and inhale ammonia-laden air inside dark warehouses. The birds are bred to grow so large that their legs break under them. At slaughterhouses, terrified animals are hung upside down and bled to death, often while still conscious.
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—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.
Attendees and passersby at the International Dairy Federation World Dairy Summit will get a tasty vegan treat courtesy of PETA on Monday, when supporters armed with signs that read, “Not Your Mom, Not Your Milk,” will hand out free Babybel Plant-Based cheese snacks and remind people that loving milk, cheese, and yogurt can go hand in hand with being kind to cows.
When: Monday, October 16, 12 noon
Where: Outside Hyatt Regency McCormick Place, 2233 S. Martin Luther King Dr., Chicago
The giveaway is part of a three-pronged campaign that includes a new sky-high appeal located a stone’s throw from the summit at 46 E. Cermak Rd. featuring a cow mired in manure with a swollen udder, who urges everyone to help spare cows’ suffering by dumping dairy, and a second message located in Concourse B of Chicago Midway International Airport, where it’s sure to catch the eye of travelers arriving for the summit—reminding viewers that cow’s milk is for calves.
“Cows love their calves, and cow’s milk is meant for baby cows, not humans,” says PETA Executive Vice President Tracy Reiman. “PETA urges everyone to ditch dairy and leave cows in peace by opting for readily available, affordable, and delicious vegan milks, cheeses, and yogurts.”
In the dairy industry, calves are torn away from their mothers, often within a day of birth, so that the milk meant to nourish them can be stolen and sold to humans. PETA’s investigations into dairy facilities have found workers electroshocking cows in the face, hitting them with poles and a cane, and abusing them in other ways. Once their bodies wear out from repeated pregnancies, they’re sent to slaughter.
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, and offers a free vegan starter kit on its website.
German retailer Lidl has announced that it will be introducing price parity for the majority of its plant-based alternatives to animal-derived foods via its own-label brand Vemondo. The grocer will also place these vegan products directly next to their conventional counterparts across all its stores in Germany.
Lidl introduced its Vemondo range in 2020, which now boasts over 100 products (the retailer stocks a total of 650 vegan items across seasons). Now, most of the products under this label – which include plant-based milk, yoghurt, ice cream, cheese, meat products and ready meals – will be priced on par with their animal-derived counterparts.
The retailer says it wants to “bring equality on the plate”, explaining that widespread “conscious and sustainable consumption” is only possible if these foods are “affordable and more easily accessible for everyone”.
Plant-based price parity to match market trends
Courtesy: Lidl
It comes on the back of research last month revealing that 43% of consumers in Germany would buy more vegan products if they were cheaper – not only is it Europe’s leading plant-based market, it has the second highest per-capita spend on plant-based foods. Meanwhile, 29% would purchase more if there were a higher number of plant-based options to choose from.
The survey was carried out by BVLH, a federal association of German retailers, which found that 43% of the country’s population identifies as flexitarian, while 9% are vegetarian and 3% are vegan. Similar research has found that meat consumption has dropped to a record low in the country, which ranks top when it comes to plant-based meat sales in Europe.
Attitudes towards plant-based dairy are along similar lines. The country is the leading European market for vegan milk, cheese and yoghurt, with sales of the former growing by 20% between 2020-22. Additionally, research by the University of Hohenheim has revealed that Germany has the greatest potential for alt-milk in the continent, with purchases already growing by 62% between 2020-22.
Lidl’s move to introduce price parity will be a win for German MPs Tim Klüssendorf and Bruno Hönel from the Social Democratic Party and Green Party, respectively. In August, the two politicians proposed a change in the country’s tax laws to reduce the VAT on plant-based milk to better reflect consumer needs. Currently, alt-milk carries a 19% levy, compared to 7% for traditional dairy.
Germans spent an average of €6.60 on alt-milk last year, with 28% consuming it once a week. This is why Lidl’s decision to reduce their prices to match them with cow’s milk is such an important step. “By adjusting the price of our Vemondo products, we would like to increasingly invite customers to try out the plant-based alternatives – without the price being the decisive criterion,” said Lidl Germany’s chief buyer Christoph Graf.
“Price is a key lever in nudging people to transition to a more plant-based diet, particularly in times when household budgets are being squeezed,” Jasmijn de Boo, CEO of alt-protein non-profit ProVeg International, said in a statement. “This is also the first time we are seeing a long-term, permanent pricing measure by a large retailer to promote plant-based nutrition and we hope other retailers will follow Lidl’s example and make similar adjustments to their pricing.”
Positioning vegan products in the meat and dairy aisles
Courtesy: Lidl
Lidl isn’t just aligning its vegan product prices with animal-based food: it’s now putting them together. It will place plant-based products in the traditional aisles of all 3,250 of its stores – so plant-based meat will go alongside conventional meat, while plant-based milk will be positioned next to cow’s milk, for example.
It follows a trial by the retailer in June, where it placed its four bestselling meat analogues in the meat aisle for increased visibility. It’s a strategy that has been known to be successful in creating more awareness and increasing consumer adoption of these products across different countries.
A 2020 trial by US retailer Kroger and the Plant Based Foods Association (PBFA) showed that when sold in the meat aisle, plant-based meat sales rose by 23%, with one consumer explaining that their first thought is that these products will be in the meat section, while another said this makes buying vegan a lot easier.
In 2021, a UK-wide report by the Institute of Grocery Distribution (IGD) found that 57% of respondents strongly agreed that moving plant-based products into the meat aisle would make it easier for them to follow healthier and more sustainable diets. Although it could be important to have a segregated bay within the meat aisle, as opposed to placing products right next to the meat, Asda found the latter saw a 30% sales decline versus the former.
It’s important to make these changes permanent, as Lidl is doing. IGD reports how, in one European study, meatless spreads and sausages were moved alongside their conventional counterparts (as well as remaining in their original positions). While sales increased initially, they came back down once the trial had ended.
Additionally, a 2021 poll by Attest found that a fifth of US and UK consumers never visited a dedicated vegan aisle, with 28% doing so rarely. Meanwhile, 16% of non-vegans said they’d never buy from these sections.
Replacing meat and dairy with plant-based alternatives
Courtesy: Lidl
Lidl – which was the first retailer to introduce the V-Label on price indicators on shelves in Germany – claims that it is the first German supermarket to disclose data on the proportion of animal to plant-based protein in its product range. The grocer has found that vegan to animal protein has a ratio of 11% to 89%, while for dairy, this changes to 6% to 94%, respectively.
The retailer says it’s the first to set concrete goals around these foods. It will endeavour to increase the proportion of plant-based protein sources in its German stores by 20% and alt-dairy by 10% by 2030. The company adds that it will advocate for a cross-industry methodology to calculate protein ratios. The move comes months after Lidl announced it will be cutting back its meat offerings in favour of more plant-based food as there is “no second planet”.
“Only if we enable our customers to make ever more conscious and sustainable purchasing decisions and fair choices can we help shape the transformation to sustainable nutrition,” said Graf. “For us, this also includes remaining in active dialogue with our partners in German agriculture and continually developing our animal range in terms of transparency and husbandry methods.”
Plant Sifu, Hong Kong’s first locally produced plant-based meat brand, has made impressive strides since launching in late 2021. Now, the food tech company has extended its partnership with the city’s flag carrier, Cathay Pacific, bringing its tasty plant-based pork range to even more travellers across the world.
The consumer-facing brand of Hong Kong foodtech company Good Food Technologies, Plant Sifu, made waves last year when it introduced its next-gen plant-based pork with patented AROMAXTM fat technology after the parent company closed an oversubscribed HK$12.5M ($1.5M) seed funding round in early 2022.
Since then, the brand has entered multiple foodservice locations in Hong Kong, showcasing its products at seven of the city’s most reputable Chinese restaurants, before extending its footprint with a partnership at Cafe de Coral-owned Shanghainese chain Shanghai Lao Lao in April. The soup dumpling and fresh noodle chain launched a green plant-based menu featuring Plant Sifu’s pork in all 12 of its locations, marking the first fully vegan menu by the restaurant. The four dishes were so successful that they have become a permanent addition. Additionally, the Asian plant-based brand launched with Fairwood (Hong Kong’s second largest Chinese fast-food chain with 100+ outlets), Nosh (the city’s leading meal delivery service provider), and recently returned to IKEA in Hong Kong and Macau in the form of plant-based siu mai.
Photo copyright @ Plant Sifu
But perhaps Plant Sifu’s most notable link-up is with Cathay Pacific, Hong Kong’s national carrier and a pioneer in food innovation in the airline industry. In July, the two companies collaborated to debut in-flight meals containing Plant Sifu’s plant-based pork.
Plant Sifu in the sky
“Cathay Pacific is not only a global top 10 airline, but also one of Hong Kong’s best-recognised enterprises for culinary innovation and quality,” Joshua Ng, co-founder of Good Food Technologies, told Green Queen in August. “Our ‘taste-first’ and localised approach in product development separated us early on to secure this key partnership,” added co-founder Dr Andrew Leung.
Now, the two brands have extended their link-up with a six-month trial that will see more meals containing the vegan pork appear on the Economy and Premium Economy menus of select long-haul Cathay Pacific flights. These include routes departing from Hong Kong and rotating across North America, Australia, Europe, the Middle East, and Africa.
Photo copyright @ Plant Sifu
Chefs from the carrier’s Culinary Design team created Chinese and Asian dishes by using all formats of Plant Sifu’s pork, including mince and bites. Think braised egg tofu with pork mince and shiitake mushrooms, and wok-fried mince with Thai basil, morning glory and vegetarian sambal.
“Plant Sifu is proud to be Cathay Pacific’s selected partner to serve their Premium Economy and Economy class globally,” said Ng. “This is also a first for Hong Kong food innovation with global impact.”
The collaboration is part of Cathay Pacific’s wider Greener Together strategy, which aims to achieve carbon neutrality and battle climate change. In August, it worked with Hong Kong vegetarian restaurant Veda, part of the Ovolo Hotel Group, to create 16 meat-free dishes for the carrier’s in-flight menu.
Photo copyright @ Plant Sifu
It was part of Cathay Pacific’s ‘The difference is in the detail‘ campaign, which aims to elevate its in-flight dining experiences and improve its wellness and sustainability credentials, as well as supports its long-term partnership with Hong Kong environmental charity The Green Earth, helping travellers “make better lifestyle choices for the planet”.
In February of this year, Cathay Pacific launched a First and Business Class menu with Michelin-starred Cantonese restaurant Duddell’s, also one of Plant Sifu’s partners.
Contributing to a healthier, more sustainable planet
Photo copyright @ Plant Sifu
Plant Sifu began by focusing on cleaner plant-based alternatives catering to Asian diets and cooking applications, starting with pork and dim sum. All Plant Sifu products are free from MSG, preservatives, refined sugar, and genetic modification. The secret to its superior juiciness and texture? The company’s fat tech AROMAXTM. “After extensive research with chefs, it was clear that pork fat and lard are quintessential ingredients in Chinese and Asian recipes,” said Leung.
“However, they come along with health hazards of high fat and high cholesterol commonly associated with heart disease, diabetes, and obesity. Therefore, our team went on to invent AROMAXTM – using konjac gelatin structures locked with flavours and aromas to mimic fatty pork.”
In terms of sustainability, the brand claims that independent life-cycle assessments have shown that its meat products use at least 75% fewer resources compared to their conventional counterparts, and are hence more planet-friendly.
Working with Cathay Pacific extends its mission to “feed the world sustainably”. Plant Sifu truly is soaring – both figuratively and literally.
Spanish plant-based meat company Heura has added vegan York-style deli ham slices to its range of clean-label alternatives to conventional meat. The new 11-ingredient ham is made using the brand’s patent-pending tech and will be available in Spain and France, albeit at a slight price premium compared to conventional ham.
Heura’s York-style ham boasts 64% protein density (and 18g of protein per 100g), with 0.9g of saturated and 3.7g of total fat per 100g. This is partly thanks to the use of extra-virgin olive oil (which makes up 3.1% of the product) – in addition to that, it’s comprised of water, soy protein isolate (21%), natural flavourings, salt, radish, carrot, paprika and lemon concentrates, cultures and vitamin B12.
The ‘additive-free’ aspect is a key selling point for Heura, both on health and consumer adoption grounds. In 2020, a global survey by Ingredion revealed that more than half of respondents find it important for products to have a short ingredient list. Following up on this, Ingredion’s latest data found that 78% would spend more money on products with ‘natural’ or ‘all-natural’ packaging claims.
It’s also something that has been the bane of plant-based meat, at least according to Big Meat. One of the meat lobby’s main arguments against these alternatives is the somewhat longer, ‘processed’ ingredient lists. In the US, for example, one group connected to the animal agriculture industry has run years of ads targeting companies like Beyond Meat and Impossible Foods.
And as for the health aspect, this is increasingly becoming the major reason for consumers to adopt plant-based foods. According to a 2022 survey of 3,7000 respondents in seven countries, having a healthier diet is the primary motivator for 75% of consumers to begin consuming alternative proteins.
Additive-free alternative to ultra-processed meat
Courtesy: Heura
Calling plant-based alternatives to red meat – especially ham – ultra-processed is counterintuitive, given that ham itself is a processed meat, and that it has been classed as a carcinogen by the WHO, in the same vein as pollutants like tobacco smoke and plutonium. Moreover, studies have found that eating 50g of processed meat daily increases the risk of colorectal cancer and coronary heart disease by 18% each.
“The Heura slices are not an alternative to those of animal origin; they are their successors,” says Heura co-founder and CEO Marc Coloma. “Our priority has always been to offer our consumers the experience of consuming animal-origin meat, in terms of taste and texture, while improving nutritional values, using high-quality ingredients, and, at the same time, protecting our planet. Good nutrition equals good health.”
He adds: “In the context of a health crisis, institutions and industry must play a fundamental role in leading the transition towards a healthier and more sustainable food system. Health should always come before other types of interests.”
Heura’s York-style vegan ham is positioned as a more nutritionally complete product than conventional deli meat. It carries a B rating on the Nutri-Score scale, which marks it the first time one of the company’s products hasn’t received the top score of A. However, as Coloma points out, this rating still outperforms traditional cold cuts, which often receive C or D Nutri-Scores due to salt levels and multiple additives.
“When designing the products we put the focus on providing a highly nutritious protein with a mouthwatering experience,” Coloma tells Green Queen. “Our specific aim with this product is to enhance its nutritional profile by increasing the fibre content while maintaining the exceptional taste. We are dedicated to the goal of elevating its Nutri-Score from a B to an A, all while preserving the delightful flavour that sets it apart. Here, consumer feedback will be key to our continuous improvement.”
Patent-pending technology
Courtesy: Heura
The plant-based ham slices are created using Heura’s patent-pending tech-led by its Good Rebel Tech division, which was unveiled in April. Using a novel thermomechanical processing technique, it can create vegan products with superior sensory and nutritional values with shorter ingredient lists. The tech only requires protein, water and oil to structure the product and incorporate texture and sensorial properties without additives.
While this isn’t exactly AI, Heura’s tech relies upon using mathematical models in a similar way. “The main difference is that we are basing our approach and models on new scientific understanding of plant proteins that we generate in the tech lab,” explains Coloma. “We can improve [the] accuracy of our predictions, limit biases and, most importantly, develop breakthrough technological solutions which are based on new scientific knowledge; rather than optimising technologies that already exist based on published existing data.”
“We use a transdisciplinary approach to scientific research to overcome the greatest challenges the industry is facing,” adds Heura CTO Isabel Fernandez. “Our goals are ambitious. We are not aiming for small, incremental advancements based on cumulative improvements on what already exists, but rather exponential progress from scientific discoveries yielding breakthrough technological innovations.”
Reaching price parity and future innovations
Courtesy: Heura
Given the advanced tech and cleaner labels, it perhaps doesn’t come as a surprise that the plant-based ham slices have a slight price premium compared to animal-derived ham. In its home market of Spain, where it will enter supermarket charcuterie sections this week, the price for a 78g pack with four slices is €2.99, compared to about €2 for 200g of conventional ham.
Reaching price parity is key to Heura, which secured €20M in pre-Series B funding last year and raised over €2.6M in crowdfunding earlier this year (taking total investment to more than €48M/$50.9M). “We have a plan to reach price parity by further innovations on our developed technology, as well as new technological solutions to accelerate this goal, which are currently within our S&T project pipeline,” says Coloma. “Democratising high-value, nutritious and delicious plant-based proteins is key to accelerate the protein transition.”
Apart from Spain (which is Europe’s leading meat consumer), the ham is launching in France (the third-largest in Europe), which saw another clean-label plant-based ham hit retail shelves last month when Parisian brand La Vie debuted its pea protein deli ham. Its regular flavour contains seven ingredients and – like Heura – has a B rating on the French 5-Colour nutrition label Nutri-Score scale. La Vie’s ham is priced at €4.30, but its pack weighs 120g compared to Heura’s 78g portion – this means per 100g, La Vie’s product is 25 cents cheaper.
Coloma confirms Heura plans to expand to more European markets in the near future. “Our core philosophy centres around the belief that choice and freedom go hand in hand, and that’s precisely what we’re dedicated to delivering,” he says.
He adds that the tech employed to create the additive-free can be used for other products too, hinting at a future lineup that could contain “all kinds of breaded products, a whole range of deli products and vegan cheeses”. “This approach enables us to not only cater to diverse tastes, but also aligns with our commitment to providing healthier, high nutrition and additive-free alternatives for consumers,” he says.
Beneath the ocean’s shimmering surface lies a world of mystery seemingly unscathed by time. But just like the ozone and the rainforests, the oceans bear deep wounds from human activity. Coral reefs—vibrant ecosystems that support numerous fish and marine species—are under dire threat.
The most powerful solution? Go vegan! Let’s explore how what we put on our plates affects coral ecosystems.
Fishing affects a staggering 55% of the planet’s coral reefs, with nearly 30% in serious trouble. When certain fish species decrease in number—like those who keep algae in check—algae growth can suffocate coral reefs.
Some fishing methods can cause extensive physical damage to coral reefs: A single explosion from blast fishing can obliterate 64 square feet of reef. And commercial fishing methods like bottom-trawling and long-lining often clear the ocean floor of all life and destroy coral reefs.
Even some far-off reefs are heavily fished—sometimes illegally—for species such as sharks. And the demand for shark-fin soup has resulted in dwindling shark populations.
Sharks are ancient—much older than dinosaurs. They’re even older than trees. These fascinating ocean animals play an essential role in maintaining the health of coral reefs. But even though sharks survived several mass extinctions, they may succumb to the deadliest predator of all: humans.
According to a recent study published in Science, reef sharks are being pushed closer to extinction due to fishing. The study reveals that the five primary shark species found on coral reefs—grey reef, blacktip reef, whitetip reef, nurse, and Caribbean reef sharks—have collectively declined by an average of 63% worldwide.
Plastic pollution is a grave threat to coral reefs, with fishing emerging as a major contributor. A recent study in Nature found that a significant amount of plastic pollution on coral reefs—up to 75%—comes from abandoned fishing equipment, also known as “ghost gear.” The study discovered plastic pollution even in deep-sea reefs.
Why Ditching Fish Isn’t Enough: How Animal Agriculture Hurts Coral Reefs
Raising animals for food is a source of harmful greenhouse gases that worsen the climate catastrophe—which in turn affects ocean temperatures and health. It also creates a lot of waste that ends up in the water, eventually reaching coral reefs and causing severe damage.
The cultivation of crops to feed animals raised for food often involves the use of chemicals such as pesticides and fertilizers. This pollution can have detrimental effects on coral communities—and can even lead to coral bleaching. Eating plants directly, instead of cycling them through animals, causes far less damage to the environment.
Going vegan is a conscious decision that can reshape the destiny of the oceans. And there’s never been a better time to ditch eating animals: The vegan fish market, valued at around $183 million, is projected to surge to $2.19 billion by 2033. By choosing vegan foods, we can significantly reduce the demand for fish, alleviating pressure on fragile ecosystems. Check out these vegan fish recipes.
For Coral Reefs
As we stand at the crossroads of coral reef conservation, only 27% of the world’s coral reefs are in protected areas and just 6% of those are well-managed. The impact of going vegan can’t be underestimated. It’s a step toward healing the wounds inflicted on the oceans by human actions.
Starting is simple! Order PETA’s free vegan starter kit, which will assist you on your journey toward a healthier life.
Months after bailing out fellow British alt-meat brand Meatless Farm, vegan chicken maker VFC has expanded its portfolio of plant-based brands by agreeing to acquire vegan pie maker Clive’s Purely Plants for an undisclosed sum. The deal is pending final-stage due diligence, which is expected to conclude in a matter of days.
The move will diversify VFC’s offerings to include Clive’s premium vegetable pies, savoury tarts, quiches, nut roasts and sausage rolls – bar the latter, all of Clive’s products feature vegetables, expanding VFC’s position from an alt-meat company to a plant-based food producer. The acquisition also means VFC now has a production facility in Dartmouth, which makes it the company’s first foray into primary manufacturing.
Clive’s was previously owned by Veg Capital – a VFC investor, which led its £6M seed funding round in April. Clive’s will operate as a subsidiary of VFC Foods with full support from its existing team. But VFC added that it will unveil “a new trade-facing identity” in the near future.
In June, VFC rescued Meatless Farm, which had laid off its workforce and filed a notice of intent to appoint administrators after facing millions of losses and failing to secure funding. In just over a week, VFC purchased Meatless Farm in a £12M deal for its UK operations (VFC paid just a small portion of the sum, saving it from bankruptcy and keeping the brand assets intact).
By integrating both brands, we can utilise numerous synergies with valued customers and suppliers, thus driving innovation and extending customer choice,” VFC and (now) Meatless Farm CEO Dave Sparrow said at the time.
Courtesy: Clive’s Purely Plants
‘A formidable player’
Now, Sparrow – who also served as a non-executive director at Clive’s – says this latest acquisition of Clive’s positioned it as “a formidable player” in the market. “With three strong brands experiencing substantial growth, we are well-positioned to further penetrate the retail and foodservice sectors in the UK and Europe,” he said.
“What excites us the most is the diverse range of products we can offer consumers, from enticing meat alternatives to wholesome and delicious vegetable-based options, making us one of the most diversified players in the category.”
Clive’s managing director Esther Pearson, who remains a shareholder, added: “We are thrilled to have found a like-minded partner in VFC Foods to support us through this period of accelerated growth. We are committed to maintaining business as usual with all existing customers and ensuring that we uphold our high standards of customer service.”
In July, VFC expanded its portfolio by launching chilled SKUs of its plant-based chicken, and last month, Meatless Farm returned to UK supermarkets with a few of its old products, as well as a new offering. Clive’s, which is stocked in Waitrose, Asda, Ocado, and Abel & Cole, will soon announce a further Big Five UK supermarket listing this December (poised to be Tesco, Sainsbury’s, Morrisons or Aldi).
“Reducing meat consumption is crucial for a healthier and more sustainable future, and consumers are increasingly seeking varied options in the plant-based aisle, including high-quality vegetable-based products,” Sparrow added. “Clive’s perfectly complements our portfolio and enhances our ability to meet this growing demand.”
VFC co-founders Matthew Glover and Adam Lyons | Courtesy: VFC
A stagnating UK plant-based market
The UK is the second-largest market for plant-based foods in Europe, with Brits spending £964M on vegan meat and dairy last year. But sales have stagnated and, over the last decade, total investment in plant-based protein R&D has been overtaken by cultivated meat. In August, the UK received its first regulatory filing for approval of cultivated meat sales by Israeli company Aleph Farms – and last week, it was reported the government was set to fast-track this process.
“Much has been reported on the plant-based market recently and it’s clear that, whilst it will see continued growth and demand, the level of early capital and emerging brands has saturated the space,” Sparrow told Green Queen last month. “Consumer-led brands that stay true to their core values will weather the storm to create strong businesses.”
“Within VFC Foods, that starts with having quality-led products, impactful brand communications and an eye on maintaining affordable price points for consumer entry into plant-based foods. Beyond this, ensuring that choice and convenience remain a priority to make eating plant-based food an easy transition is key – bringing both VFC and Meatless Farm brands together is a big part of our objective here and an excellent opportunity to be at the forefront of the market in the coming years.”
On Wednesday, PETA supporters dressed as giant inflatable babies will hand out free Babybel Plant-Based cheese snacks at Inner Harbor near a newly erected sky-high appeal asking why anyone would accept the separation of cows from their calves on dairy farms but be rightly outraged when the same thing is done to whales and their calves. The two mammals are the same in all the ways that matter: Both nurse their young, bond tightly with their calves, interact in socially complex ways, and mourn when they’re separated from those they love.
When: Wednesday, October 11, 12 noon
Where: Inner Harbor, 201 E. Pratt St., Baltimore
“Land whales” need saving because instead of being allowed to explore, play, and be with their families, calves in the dairy industry are torn away from their grieving mothers so that the milk meant to nourish them can be stolen and sold at supermarkets. It’s standard industry practice to forcibly inseminate cows—workers insert an arm into the animals’ rectum and a metal rod to deliver semen into their vagina. And although people rarely think about it, there’s no retirement home for cows: After only a few years, their bodies wear out and they’re sent to slaughter.
“A cow produces milk for her calf, just as a whale does for her calf and a human does for her baby—not your mom, not your milk,” says PETA President Ingrid Newkirk. “PETA reminds everyone how devastated cows are when their calves are forcibly taken from them and how easy it is to choose vegan cheese.”
Not only is the dairy industry cruel, it’s also a major contributor to the climate catastrophe. In the U.S., emissions from cows are the primary source of the greenhouse gas methane, which is 80 times more potent than carbon dioxide in warming the atmosphere.
The billboard—located at 156 N. Gay St., just a block away from The Baltimore Farmers’ Market and near a number of eateries—is the latest in an East Coast ad blitz that has landed in cities including Atlanta; Atlantic City, New Jersey; Boston; Myrtle Beach, South Carolina; and New Bedford, Massachusetts.
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, 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.
The doors just opened at former Michelin star pastry chef Olivia Green’s new ice cream shop, Crème de la Crop, and the all-vegan venue already has a cool honor to brag about: national recognition from PETA, the world’s largest animal rights organization. A framed certificate is on its way to Green’s Sunset Business Park location, which offers ice creams, sorbets, and sammies in mouthwatering flavors—including tahini caramel, strawberry basil, and banana nut brûlée—made with gluten-free oat and coconut milks that everyone can enjoy.
“Crème de la Crop’s creamy, decadent treats are proof that being kind to animals and indulging your sweet tooth are a match made in dessert heaven,” says PETA Executive Vice President Tracy Reiman. “PETA applauds Olivia Green’s innovative ice creams and urges chefs everywhere to follow her lead and ditch dairy.”
Everyone who goes vegan spares the lives of nearly 200 animals a year; reduces their own risk of developing heart disease, diabetes, and cancer; and dramatically shrinks their carbon footprint. PETA has free vegan starter kits for anyone ready to make the switch.
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.
(@thehiddenveggies)
