Cattle producers have sought to blunt the appeal of competing faux meat products with state laws banning them from using common meat terms and addressed environmental criticism by promoting the role of ranchers as stewards of the land.
“That Wild West is alive and well because cattle producers protect that space and make it resilient,” said Kaitlynn Glover, executive director of natural resources for the National Cattlemen’s Beef Association.
For now, an emerging global middle class in China and elsewhere is bolstering global demand for meat and feed-grains used for livestock, improving export opportunities for American farmers and ranchers. Agriculture Secretary Tom Vilsack has said Biden administration climate initiatives won’t target meat consumption.
Investors are rushing into plant-based and cultivated faux meat startups. A Boston Consulting Group report in March heralded the beginning of a “protein transformation” and forecast meat alternatives would make up 11-22% of the global protein market by 2035. A Kearney study projects global meat sales will begin to drop by 2025 and decline 33% by 2040 as alternatives take away market share.
Much as falling costs for natural gas, wind and solar power were drivers in shutting down coal plants reviled by environmentalists, pocketbook decisions will be crucial, said Carsten Gerhardt, a Kearney partner who consults for agribusiness and co-authored the study. Trends suggest alternatives are well on their way to “parity” in taste and texture and will soon beat conventional meat on price, he said.
Plant-based alternatives already have hit the mass market, with Burger King’s Impossible Whopper. Dunkin’ Donuts and Starbucks serve plant-based sausage patties. Even Tyson Foods Inc, the U.S.’s largest meat processor, joined in this month with its own line of 100% vegan meat products.
Cultivated meat is also advancing. In December, Singapore became the first country to approve commercial sale of such animal cells.
More than half of roughly 350 school districts in the U.S. supplied by food service giant Sodexo SA have switched from all-beef to blended beef-mushroom burgers and many corporate and health-care customers also use the blend for tacos and lasagna, said Lisa Feldman, director of recipe management. Corporate customers are adopting “choice architecture” to steer employees toward meals with less meat.
A consortium of 41 colleges including Harvard, Stanford and Kansas State University joined in a “Menus of Change” collaborative to shift students to healthier, more climate-friendly diets. Harvard dining halls showcase vegetable and grain-heavy “bistro bowls.” The University of North Texas has a “Mean Greens” vegan dining hall. In 2019, the 19 member institutions that reported data lowered meat purchases 9.4% from the year earlier, even as overall food purchases rose.
Sophie Egan, co-director of the university collaborative, said the initiative consciously targets young people to shape food preferences at a time of life when most are more adventurous and still forming identities and tastes for a lifetime. Students are often especially open to dishes inspired by global cuisines that use less meat.
“We know trends start with the youngest generations,” Egan said. “They’re coming in to the dining hall three times a day, sometimes for years. That’s sculpting their food identities for many years to come.©2021 Bloomberg L.P. Distributed by Tribune Content Agency, LLC