More Aussies tucking into animal-free ‘meat’

As one in three Australians limit their meat consumption, experts say the plant-based meat industry is a “massive opportunity” to help the economy, the environment and the consumer. See how it could help Victoria.

Australia could become a plant “powerhouse” and create a multibillion-dollar industry after a popularity boom in meat alternatives, a new study has found.

One in three Aussies are already limiting their meat consumption.

Now, the plant-based “meat” industry stands to boost the national economy by up to $3 billion by 2030 and experts say it’s a “massive opportunity” to help the economy, environment and consumer.

A new economic model, released this week at food innovation forum Global Table, revealed the vegan and vegetarian-friendly sector currently generates almost $30 million and supports 265 jobs.

Zoe Finney with her daughters Rose, 2 and Willow, 8 months, serves up a platter of fake meat products. Picture: Jake Nowakowski

But Victoria alone could gain 31 per cent of the would-be manufacturing opportunities and other jobs, while farmers would have even bigger chances for crop growth and supply.

Melbourne mother of two Zoe Finney is already on board after challenging herself to go meat free for a month in February.

She’s since made it a regular, only cooking meat for dinner twice a week.

The young mum said she wanted to do her bit for the environment and look after her family’s heath and reducing meat was easy.

“It is actually the easiest thing (to change) — I’ve done the Feb Fast where you can’t have a wine and that’s honestly harder,” she said.

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“I’m a mum of two so I use disposable nappies and I was just feeling like I’m not doing enough — so I just said okay, I’m doing it.”

Thomas King, CEO of Food Frontier — the company behind the research — said there were an abundance of opportunities on the table.

“Put simply, we’re facing a multibillion-dollar opportunity for Australia to become a global plant-protein powerhouse, and the great news is we already have the intellectual and infrastructure assets to seize it,” he said.