EU Debates Veggie Meat Name Ban, Industry Responds
A proposed European Union regulation to ban meat-related terms such as "burger", "sausage", and "steak" from being used to describe plant-based alternatives has sparked concerns among vegan food producers in Germany, the largest market for vegan products in Europe. The potential legislation, set to be voted on by the European Parliament, has drawn criticism for its potential impact on both businesses and consumers.
Financial and Consumer Impact
Rügenwalder Mühle, a prominent German supplier of vegan and vegetarian substitutes, has expressed significant concerns about the proposal. According to the company, the legislation could result in millions of euros in additional costs for repackaging approximately 60 affected items in its portfolio. Moreover, the company estimates further losses in the tens of millions, as up to 20% of its customer base might abandon the products if the regulation is enforced.
A spokeswoman for Rügenwalder Mühle argued that using meat-related terms helps consumers understand the flavor profiles of plant-based products. "Schnitzel is not consumer deception if there is no meat in it", she said, highlighting that plant-based schnitzel options, such as those made from celeriac, have been a staple in German cuisine for more than 150 years.
Legislation Details
The proposed EU legislation seeks to restrict terms like "steak", "schnitzel", "hamburger", and "sausage" exclusively to products made from animal origins. If approved by the European Parliament, the measure would still need support from a majority of EU member states to become law. Such a move has been met with resistance from vegan food producers, who argue that it could mislead consumers rather than clarify product offerings.
Rügenwalder Mühle, which describes itself as Germany's market leader in plant-based alternatives, believes the regulation is misguided, emphasizing the importance of maintaining familiar terminology for ease of consumer understanding. "Meat terms are important for consumers because they know what they can expect in terms of flavor", said the company's spokesperson.
The Vegan Market in Germany
Germany is recognized as the largest market for vegan food in Europe, with Rügenwalder Mühle reporting that 70% of its product portfolio is vegan. The company fears that the proposed legislation could undermine the growing popularity of plant-based alternatives, a segment that has been steadily expanding in recent years.
The outcome of the EU vote on this contentious regulation remains to be seen, but its implications for businesses, consumers, and the broader plant-based food industry are already drawing significant attention. For now, vegan food producers like Rügenwalder Mühle are calling on policymakers to reconsider what they see as an unnecessary and potentially damaging measure.