Vegan labelling showdown as inquiry is announced

An inquiry into food labelling laws and vegan meat products has been launched. Now the red meat industry has weighed in.

Queensland Nationals Senator Susan McDonald, a former butcher’s shop owner, says alternative-protein makers are hijacking terms they have no right to use. Picture: Supplied

A Senate inquiry which will delve into food labelling laws and the use of meat terms in vegan products will be launched, following a push from the red meat industry.

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

Senator McDonald, a former butcher shop owner, said producers of alternative proteins should coin their own distinct terms instead of hijacking long-established names for animal products.

“There are intellectual property issues, and in our export legislation we have clear definitions of meat being the product of an animal, but there are gaps domestically,” Senator McDonald said.

“I feel strongly that our Aussie red meat industry should have sole use of product names that have meant only one thing for centuries.”

Red Meat Advisory Council chairman John McKillop said it was a “national disgrace” highly processed alternative proteins were allowed to be labelled as Australian meat.

“Every day 434,000 proud farmers, livestock transporters, meat workers and butchers work together to provide families with natural, nutritious and healthy meat,” Mr McKillop said.

“These highly processed, unnatural plant-based products are increasingly seen as a health risk and are in no way similar to the red meat produced by Australian farmers.

“The brand and reputation of natural beef, lamb and goat has been built over generations and is now being denigrated by companies that are deliberately trying to use piggyback marketing to sell an inferior product.”

While details of when the inquiry will take place are yet to be announced, it is understood the inquiry will investigate the economic effects of non-animal protein marketing on Australia’s red meat industry, the legality of using livestock imagery on vegan products, and the health benefits of non-animal protein manufacturing processes.

“If you prefer tofu over T-bone, then you go for it but forget the ethics of eating animal products, this is about protecting a highly valuable industry and also providing a clear distinction between the real thing and the alternatives so consumers know exactly what they’re getting,” Senator McDonald said.

MORE

NEW LAB-GROWN MEAT PRODUCT CHALLENGES INDUSTRY

WHY DAIRY FARMERS MUST UP THEIR GAME TO COMBAT VEGANISM