Canadian cattle producers are calling out a popular brand of veggie burgers for advertising its products as 'plant-based meat,' saying that the term is inaccurate and breaks federal rules.
"It can be plant-based protein, but don't say plant-based meat,” Quebec cattle farmer and vice-president of the Quebec Cattle Producers Federation Kirk Jackson told The Canadian Press. "Meat has its own definition, and we want to hold up that integrity for the product we produce."
A spokesperson for the group also cited federal rules that food advertising cannot be “false, misleading or deceptive or … likely to create an erroneous impression regarding its character, value, quantity, composition, merit or safety.” “I think that having rules in Canada around labelling and marketing and advertising around food are there for very good reasons, and everybody needs to follow them.”
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