Fake vs red meat: Sheep Producers’ Stephen Crisp questions labelling regulation

Sheep meat cannot be called beef, so why should plant-based proteins be allowed? Here’s the latest from the inquiry into fake meat labelling.

Fake meat labelling laws was the focus of a recent senate hearing. Picture: Valeriu Campan

Australia’s red meat industry is not afraid of competition from plant-based products, but wants stricter labelling laws to protect the future of the industry, a Senate inquiry has heard.

Representatives from across the livestock sector spoke at last week’s Senate hearings, calling for regulated labelling standards via legislative change or a regulation change of Food Safety Australia New Zealand food codes.

Sheep Producers Australia chief executive Stephen Crisp said while the sheep industry “is not opposed to competition” with other meats such as chicken and beef, strict regulations within the red-meat industry ensured a level playing field.

“Sheep meat production labelling is highly regulated. Sheep meat cannot be called beef if we could feel it could gain a benefit. Indeed, we cannot label mutton as ‘lamb’, even though the consumer may have trouble distinguishing some mutton from lamb,” Mr Crisp said.

“It is, however, possible for plant based or cell based proteins to place the image of a lamb or the word ‘lamb’ on the label, done intentionally to target the biggest meat category brands’ increased marketability and profit.”

Australian Beef Sustainability Framework chairwoman Tess Herbert said plant products labelled as meat threatened the sustainability of the red meat industry.

“I am a food producer and I understand the place of innovation and diversification. I do, however, have issue with the marketing of these products with words and images long associated with red meat.”

Cattle Council of Australia president Markus Rathsmann said the only solution was to regulate standards.

Queensland senator Susan McDonald announced the inquiry in June in a bid to investigate the use of phrases such as “meat-free mince”, “sausage made with plants” and “vegan bacon”.