Livestock farmers have seen the rise of meat substitutes as a threat to their bottom line, and have successfully pushed for labeling restrictions in at least half a dozen states.
The US Cattlemen's Association, for instance, has insisted that the word"meat" should be reserved for flesh from an animal conventionally born, raised and slaughtered.Sales of meat alternatives jumped 23 percent in the US last year, according to the Good Food Institute, amid concerns about the environment, animal welfare and health.
The growing numbers of people turning to plant-based meat alternatives include vegans, who shun all animal products, and flexitarians, who advocate moderate consumption of meat. Silicon-valley company Impossible has linked up with Burger King to offer a plant-based version of its signature Whopper, while food giants Nestle and Unilever are also aiming to cement their presence in the sector.
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