Food Business News - November 10, 2020 - 26

FIELD ROAST, BEYOND MEAT AND RAISED & ROOTED

WASHINGTON

PLANT-BASED FOODS
sees victories in labeling battles

P

lant-based food companies on
both sides of the Atlantic recently
claimed progress and even victories
in ongoing battles over how they label
their meat substitute products.
The European Parliament on Oct. 23
determined that plant-based food companies may continue to use terms associated
with meat or meat products on product
labels, as long as the labels also specify the
products are vegan or plant-based. European meat industry and farmer lobbyists
had urged European Union lawmakers
to ban plant-based products from using
terms such as "burger," "sausage" or
"steaks" as descriptors in product names.
This labeling controversy is a familiar
one in the United States, where the plantbased food industry has tangled with the
meat industry and farm organizations in
several states to defend what it asserts is its
First Amendment right to use familiar terms
associated with meat or meat products to
describe its own products, with the proviso
that the product label also specifies the
products are vegan, meatless or plant-based.
Several states have enacted laws or
are considering legislation restricting how
plant-based food companies may describe
their products on labels.
Those supporting the new labeling
laws have asserted more restrictive labeling
will reduce consumer confusion about what
they are buying and eating. The plant-based
food industry has said consumers do not
confuse a veggie burger with a beef burger,
and that the laws trample its rights of free
speech in order to protect traditional meat
industries from lawful competition.
The two latest laws seeking to
26

Food Business News

mandate how plant-based food companies
label their products took effect this fall.
On Nov. 1, the Oklahoma Meat
Consumer Protection Act came into force.
Unlike laws enacted in many other states,
the measure did not challenge the right
of plant-based food companies to include
terms such as "burger" or "sausage"
in their product names or labels, but
would require the label also to include
a disclaimer in wording as large and as
prominent as the product's name itself
stating that the food is plant-based.
The Plant Based Foods Association; Upton's Naturals, Chicago, an
independently owned plant-based food
company; and the Institute for Justice on
Sept. 16 challenged the law as a violation
of First Amendment rights. In this case,
the Oklahoma law would compel speech
by requiring a disclaimer be presented in a
manner that the plaintiffs asserted would
force Upton's Naturals and other plantbased food companies to either undertake
the costly process of redesigning product
labels or withdraw their products from the
Oklahoma market.
The suit asserted "there is no legitimate reason for this oversized warning requirement, which treats Plaintiff's healthy
products like cigarettes and alcohol."
Michele Simon, founder and vice
president of policy, Plant Based Foods Association (PBFA), told Food Business News
plaintiffs in the Oklahoma case are seeking
a preliminary injunction to block enforcement of the law while it was being litigated
and were awaiting the judge's decision.
Ms. Simon said to her knowledge,
whether preliminary injunctions were

granted or not, none of the state labeling
laws currently being litigated were being
enforced.
Louisiana's Truth in Labeling of Food
Products Act, passed by the state's legislature and signed into law in June 2019,
took effect Oct. 1 of this year. With regard
to plant-based meat substitutes, the act
prohibits companies from "utilizing a term
that is the same as or deceptively similar to
a term that has been used or defined historically to a specific agricultural product."
Turtle Island Foods, Hood River, Ore.,
along with the Good Food Institute and the
Animal Defense Legal Fund, filed suit in
federal court to block the law's enforcement.
The plaintiffs asserted, "The Act
imposes sweeping restrictions on commercial speech. It prohibits companies from
sharing truthful and non-misleading information about their products while doing
nothing to protect the public from any conceivable harm. By censoring familiar terms
(like "veggie sausage") that any reasonable
consumer understands, the Act only creates
needless consumer confusion."
Ms. Simon said after a couple of years
of experience with legislatures and in the
court system, the plant-based foods industry has scored victories that "make it clear
we have been correct all along."
"We now have some legislatures and
definitely courts agreeing with us," Ms. Simon said. "We have commonsense people
in the policy-making arena saying, 'Yes, of
course, this is silly, and of course it violates
First Amendment rights.'" FBN
Jay Sjerven
jsjerven@sosland.com
November 10, 2020



Food Business News - November 10, 2020

Table of Contents for the Digital Edition of Food Business News - November 10, 2020

Food Business News - November 10, 2020 - 1
Food Business News - November 10, 2020 - 1
Food Business News - November 10, 2020 - 2
Food Business News - November 10, 2020 - 3
Food Business News - November 10, 2020 - 4
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