Meating expectations: The EU has approved a ban on terms like 'veggie burger' to describe plant-based foods via nparts
The beleaguered veggie burger is under attack once again. The European Parliament has approved a labelling proposal that would ban the use of meaty terms — including burger, escalope, hamburger, sausage and steak — to describe plant-based foods, The Guardian reports. If successful, nondescript monikers such as “veggie discs” and “veggie tubes” could be used in their stead.
While some members of the European Parliament have claimed the decision “bears the fingerprints of the meat industry,” the French MEP who oversaw the legislation, Éric Andrieu, insists the meat lobby is not involved and that the interdiction is merely “common sense.” NGOs such as Greenpeace have criticized the EU’s choice to safeguard meat-related nomenclature at the expense of sustainability: The regulation passed with 80 per cent approval, according to The Guardian. “It’s obviously an attempt to attack vegetarian meat substitutes.
Official complaints about meat and dairy substitutes are increasing both in frequency and absurdity. Just as vegan cheeses aren’t the furtive double agents of the dairy aisle some in industry would have you believe, it’s highly unlikely anyone has ever purchased seitan sausages expecting mystery meat.
Giving veggie burgers illicit status is unlikely to kill demand. As the mainstream success of A&W’s Beyond Meat Burger in Canada suggests, veggie burgers are already firmly entrenched in our culinary lexicon — and the appetite for plant-based protein is real.
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