Legislators within the US state of Texas are making strikes to cease plant-based proteins being labelled ‘beef’, ‘rooster’, ‘pork’ or ‘meat’ — and it has the Australian business watching intently. 

The state’s Home of Representatives this week voted in favour of the Texas Meat and Imitation Meals Act and should now move the Senate earlier than it may grow to be regulation.

The laws would additionally apply to lab-grown or mobile meat when that hits the market and will even embody phrases like ‘burger’ and ‘sausage’. 

Australian Pork Restricted chief govt Margo Andrae mentioned the business right here was transferring in the identical route.   

“The US has been very proactive on coping with this concern,” she mentioned. 

“I do know Texas has been eager to attempt to discover a approach to verify there’s reality in labelling. 

“So it is fantastic to see this progress, and on the similar time right here in Australia we’re really beginning processes to push for a similar factor.” 

Margo Andrae leans on a farm fence with a biosecurity sign attached.
Margo Andrae says customers want clear labelling. (

Provided: Australian Pork Ltd


Fact in labelling 

Ms Andrae mentioned the meals business wanted to be on the identical web page.   

“These firms must be held to the identical account as us across the meals security requirements,” she mentioned. 

“Individuals must know what’s in these merchandise in order that they must open the transparency round how they develop the merchandise. 

“It is concerning the customers having a full understanding of what they’re really consuming and understanding what’s in these merchandise and the way they’re made.”

Various proteins nonetheless solely make up about 1 per cent of the market, however Ms Andrae mentioned it was about equity and fairness.

“There’s all the time going to be a requirement for an alternate protein that’s plant-based. 

“Whereas it’s only a small sector, it’s a rising sector.

She mentioned the business had hoped firms producing different proteins would modify their advertising and marketing on their very own.

“Now we have been hoping that these firms would step up, however the actuality is that if they preserve utilizing terminology that makes individuals confused, we will must go down this path.

“These sectors are simply of their fledgling phases so it is about serving to them get these processes proper … it is about equity and fairness throughout all of the meals business.”

Comparable push already failed

Thomas King, chief govt of the unbiased different proteins think-tank Meals Frontier, mentioned laws of this sort had failed earlier than. 

“We must be cautious to not overstate the importance of this invoice which hasn’t really handed into regulation but,” he mentioned. 

“That is one state in a rustic of fifty and we have seen comparable legal guidelines like these, even ones handed, get banned or in any other case halted in California, Arkansas, Mississippi, with federal judges halting them for being unconstitutional censorship.

“There is not proof of that systemic shopper confusion and that is the identical right here in Australia.”

A mid shot of a young man in a suit looking up with a microphone headset and blue background.
Thomas King says comparable legal guidelines have struck hassle in different US states.(



He mentioned the business was working with stakeholders by a working group established by federal Agriculture Minister David Littleproud.

“As a part of that course of, the plant-based sector supplied to develop voluntary tips of the labelling of merchandise on this class,” Mr King mentioned.

Mr King urged farmers to concentrate on the alternatives offered by the choice protein markets. 

“Now we have 1000’s of farmers on this nation producing protein-rich crops, most of which go to the worldwide commodity market and do not command a premium,” he mentioned. 

“By investing within the services to course of and value-add these crops into the type of plant-based meat options, we’re really producing extra worth on the farm gate.”

Roundtable goes spherical in circles

Final September, Mr Littleproud hosted a roundtable between authorities and business to debate the labelling of plant-based merchandise to make sure what he known as had been “clear, truthful and correct for Australian customers”.

On the time, Mr Littleproud mentioned the federal government’s precedence was “to make sure that the food-labelling system has integrity in order that our meals producing and manufacturing sectors thrive into the long run”.

However the course of was criticised as being weighted in favour of conventional meals producers. 

“I would like all of our agricultural industries to develop and succeed, and for this to occur we want a good enjoying discipline on meals labelling,” Mr Littleproud mentioned.

He mentioned the labelling debate was not an assault on “faux” meat and milk. 

“Quite the opposite, I’m assured that the large demand for protein presents enormous alternatives for all meals producers, and I stay dedicated to giving our growers better alternatives to be a part of the globally thriving plant-based business.” 

He mentioned there was room for each industries however not a state of affairs during which both might unfairly commerce on the repute of the opposite.


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