Feed Strategy - September 2019 - 2

2 ❙ FeedStrategy
WATTAgNet.com

CORPORATE HEADQUARTERS

IN THE MIX

BY JACKIE ROEMBKE, EDITOR

Make room on the plate
for plant-based meats
In August, the Impossible Whopper debuted in all Burger Kings across the
United States. The pea-protein patties, touting the slogan, "100% Whopper, 0%
Beef," have been well received by vegetarians and meat eaters alike.
And this is what the purveyors of meat alternatives are banking on.
"One of the things that's most exciting to us is who's buying the product.
After reviewing retail loyalty card data, we saw that 93% of the people buying
the Beyond Burger also had meat in their basket," reported Impossible Food's
competitor Beyond Meat Vice President of Marketing Will Schafer during an
interview on National Public Radio.
According to Nielsen, 98% of plant-based meat alternative consumers are, in
fact, meat eaters.
One study suggests that "more than 50% of meat products will be replaced
by plant-based or lab-grown alternatives by 2040."

What does this mean for animal protein producers?
Not much - at least in the short term as food science and processing technology
has not (and will not?) replicated the true taste and texture of pure animal meats.
If you're a meat eater, you're likely to remain a meat eater. However, it is wise to
embrace and factor in the rise of the flexitarian, or a consumer who eats any and
every protein, whether it came from a legume or a chicken.
Unfortunately, some consumers may be led to believe that plant-based alternatives are healthier than whole foods. They are not.
For otherwise meat-consuming citizens, part of the allure of plant-based
alternatives lies with the ethical conflict associated with the environmental
impact of meat production and the treatment of food animals. Here is where it
falls on the animal protein industry to focus on consumer education about the
truths of animal agriculture, a commitment to improved sustainability and realistic approach to addressing the animal welfare concerns that may lead meatloving consumers to "greener" pastures.
Plant-based meats will not replace animal meats entirely, but they should
prompt animal ag to take stock of its advantages. ■

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Feed Strategy - September 2019

Table of Contents for the Digital Edition of Feed Strategy - September 2019

Feed Strategy - September 2019
Contents
In the Mix
Industry Happenings
Top Feed Companies: 102 companies rise to the top in 2018 Report highlights global compound animal feed manufacturers producing volumes over 1 million metric tons in 2018.
5 regulatory considerations for EU feed manufacturers
EU aligns biosecurity measures to contain ASF
Marketing nutrition through your own newsletter
How do the nutritional values of wheat compare to corn?
7 ways to prevent acidosis, bloating in dairy cows
Broiler feed form, particle size assists performance
Products
Advertisers’ Index
Feed Strategy - September 2019 - Feed Strategy - September 2019
Feed Strategy - September 2019 - CT2
Feed Strategy - September 2019 - Cover1
Feed Strategy - September 2019 - Cover2
Feed Strategy - September 2019 - Contents
Feed Strategy - September 2019 - In the Mix
Feed Strategy - September 2019 - Industry Happenings
Feed Strategy - September 2019 - Top Feed Companies: 102 companies rise to the top in 2018 Report highlights global compound animal feed manufacturers producing volumes over 1 million metric tons in 2018.
Feed Strategy - September 2019 - 5 regulatory considerations for EU feed manufacturers
Feed Strategy - September 2019 - 6
Feed Strategy - September 2019 - 7
Feed Strategy - September 2019 - 8
Feed Strategy - September 2019 - 9
Feed Strategy - September 2019 - 10
Feed Strategy - September 2019 - 11
Feed Strategy - September 2019 - 12
Feed Strategy - September 2019 - 13
Feed Strategy - September 2019 - EU aligns biosecurity measures to contain ASF
Feed Strategy - September 2019 - 15
Feed Strategy - September 2019 - 16
Feed Strategy - September 2019 - 17
Feed Strategy - September 2019 - 18
Feed Strategy - September 2019 - 19
Feed Strategy - September 2019 - 20
Feed Strategy - September 2019 - 21
Feed Strategy - September 2019 - 22
Feed Strategy - September 2019 - 23
Feed Strategy - September 2019 - 24
Feed Strategy - September 2019 - 25
Feed Strategy - September 2019 - Marketing nutrition through your own newsletter
Feed Strategy - September 2019 - 27
Feed Strategy - September 2019 - How do the nutritional values of wheat compare to corn?
Feed Strategy - September 2019 - 29
Feed Strategy - September 2019 - 30
Feed Strategy - September 2019 - 31
Feed Strategy - September 2019 - 7 ways to prevent acidosis, bloating in dairy cows
Feed Strategy - September 2019 - 33
Feed Strategy - September 2019 - 34
Feed Strategy - September 2019 - 35
Feed Strategy - September 2019 - Broiler feed form, particle size assists performance
Feed Strategy - September 2019 - 37
Feed Strategy - September 2019 - 38
Feed Strategy - September 2019 - 39
Feed Strategy - September 2019 - 40
Feed Strategy - September 2019 - 41
Feed Strategy - September 2019 - Products
Feed Strategy - September 2019 - Advertisers’ Index
Feed Strategy - September 2019 - 44
Feed Strategy - September 2019 - Cover3
Feed Strategy - September 2019 - Cover4
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