Quint Russel Bell
2018 winner of the Buddy Jeffers Memorial Scholarship

“Labeling and Informing Consumers on Fake Meat”

Imagine going to buy a Ferrari. Walking up to the car dealership and admiring a car that looks just a Ferrari, and is labeled as one. You buy the car and take it home. Yet, the car is not the product that you thought it was. It appears and is advertised as a Ferrari, but it is just really an imitation. Going through all of the work to get the product that you wanted, but then ending up with the faux version is very disappointing.

All great products have "knock offs". Beef has not been spared. Plant-based faux meat is made up of plant based protein, coconut oil, potatoes, additives, and heme. Lab-produced fake meat is started from stem cells or cells similar to stem cells, they then give the cells nutrients to make them continue to grow. Plant-produced fake meat can have several different ingredients and additives. Fake meat is relatively new and has no long term data to support its health benefits. Plants and lab-produced meat can try to replicate beef, but will never effectively be able to do so.

Real beef or meat is derived from livestock that has been raised by farmers or ranchers. Beef can only be found naturally. All-natural, grass-fed beef is healthy and free of additives. The USDA has strict standards and regulations on beef; it is well known and trusted. When people think of beef, they should think of pairs grazing on the plains, feedlots full of cattle, steaks on the dinner table that came from these animals, and the hard working people make it happen. That is what beef is, or even meat for the matter. Millions of Americans have trusted ranchers and fanners to produce their best product and they will continue to supply safe, healthy beef. Yet, fake meat and its' advocates are trying to take that away from the cattle industry.

Fake meat companies are misleading customers by using deceptive marketing tactics. They are using consumers' product recognition of beef to sell their imitation product. They are usurping the term beef, and all that it stands for to ride on its credibility to gain more customers. Advertising the fake products as actual beef hurts livestock producers by infiltrating their market. Faux meat that is not clearly defined as fake meat will fool unsuspecting consumers and poor labeling does not give consumers the proper information about the product. Having the packaging properly labeled will keep both consumers and producers content. It is important that the public is informed and educated on the differences between real and fake meat.

The National Cattlemen's Beef Association firmly believes "the term beef should only be applicable to products derived from actual livestock raised by farmers and ranchers." A simple way to clear up the confusion between real and fake meat is by legally changing the names and labels to accurately represent what is being sold. If the term "beef'' were legally only able to be used for products derived from actual cattle, and the term "meat" were legally only able to be used for products derived from animal, then fake meat companies could not use the terms to sell their product. Clearly defining the definition of beef and meat will also define the appropriate location of fake meat in supermarkets and grocery stores. Fake meat should not be sold in the Meat Counter alongside real meat or beef. It should be in another area by itself to clearly define the difference between the two products. This is an issue for both parties involved. A person wanting beef does not want to get a faux meat product and a person that wants faux meat does not want to accidentally buy real meat. A consumer could easily mistake the two products based on appearance and location. If a consumer chooses to purchase fake meat, they should have to make a conscious decision to find it in the supermarket.

While we wait for the United States Department of Agriculture to make a decision on how to label fake meat, the best thing the beef industry can do is inform the consumers. Informed consumers will not be affected by misleading advertisement and they will be free to choose the product they want. Consumers need to know the difference between fake meat products and real meat products. If the consumer knows both the pros and cons of the two different products, then they can make an informed decision of what they want to buy.

According to Business Insider, Generation Z, people born from 1995 to 2004, currently consume the largest amount of fake meat. It would be very beneficial for the beef industry to advertise directly to this generation. It is vital that we inform and educate this generation. Building support for real meat from a young age will make continued support for years to come. The most effective way to reach this consumer group is by advertising through social media. Social media would not only reach the younger generations but also a large majority of the other people in this country. According to Facebook.com, ads can be directed to any group. You can target demographics like age, gender and current cities to connect with people or things like interests, devices or past actions. It is simple and relatively inexpensive to advertise on social media. This might be funded by the Beef Checkoff, a program that promotes and researches plans to increase beef sales. Informed consumers would not be influenced by marketing tactics and could make their own decisions.

The faux meat industry is already on social media. The beef industry needs to go on the offence and agressively advertise on Facebook, Instagram, Twitter, and Youtube. President Trump has been able to use Twitter so effectively because the information comes straight from him, there is no other person to filter the information. The beef industry has the same opportunity to spread their information. Slogans such as #realbeef4realpeople or #realbeef can be spread through Twitter. Stories on Instagram can depict the campaign slogans and videos. These are effective ways to reach every generation.

The ranchers and farmers in our country have been working for generations to improve beef. We need to continue to protect the outstanding product that we are producing by keeping the playing field fair. Having faux meat products labeled correctly and educating consumers on the health benefits will distinguish real beef from fake beef. Using social media to promote real beef will help inform the public on differences between the two products. It is the best way to reach the majority of Americans and to advertise directly to young people consuming the most faux meat. The cattle industry has been feeding people for decades and will continue to do so. To protect the way of life of American Farmers and Ranchers, it is important to keep beef selling freely without unfair competition from a "knock off' product.

Works Cited