vegetable

Editorial Cartoon by Graeme MacKay, The Hamilton Spectator – Wednesday May 22, 2019

Alberta beef producers carefully watch Beyond Meat veggie burger complaint

Beef producers in Alberta are carefully watching an ongoing complaint from their Quebec counterparts.

The complaint’s target? American veggie burger company Beyond Meat.

The company has swept into Canadian headlines, advertising a plant-based, meatless burger that mimics beef. It hit the news, to great fanfare, when sold at A&W fast food restaurants, and is now available at various grocery chains.

The vegan company hopes to tap into the meat-eater market because the burger more closely tastes like beef than standard veggie patties.

The Quebec Cattle Producers Federation filed a formal complaint with the Canadian Food Inspection Agency last week, arguing Beyond Meat has no right to advertise their product as “plant-based meat.”

Alberta Beef Producers and Canadian Cattleman’s Association, which is based in Calgary, have announced their support for the complaint.

“If they’re saying, ‘We’re selling plant-based protein,’ we don’t have any issue with that at all. That’s not misleading at all. That’s very clear what consumers are getting,” Alberta Beef Producers executive director Rich Smith told the Calgary Eyeopener.

“When they start introducing terms that they’re using in a comparative way and sometimes in a negative way in their advertising, then that’s where we think it’s unfair and misleading to to our industry and to consumers.”

Beef producers in Alberta are carefully watching an ongoing complaint from their Quebec counterparts.

The complaint’s target? American veggie burger company Beyond Meat.

The company has swept into Canadian headlines, advertising a plant-based, meatless burger that mimics beef. It hit the news, to great fanfare, when sold at A&W fast food restaurants, and is now available at various grocery chains.

The vegan company hopes to tap into the meat-eater market because the burger more closely tastes like beef than standard veggie patties.

The Quebec Cattle Producers Federation filed a formal complaint with the Canadian Food Inspection Agency last week, arguing Beyond Meat has no right to advertise their product as “plant-based meat.”

Alberta Beef Producers and Canadian Cattleman’s Association, which is based in Calgary, have announced their support for the complaint.

“If they’re saying, ‘We’re selling plant-based protein,’ we don’t have any issue with that at all. That’s not misleading at all. That’s very clear what consumers are getting,” Alberta Beef Producers executive director Rich Smith told the Calgary Eyeopener.

“When they start introducing terms that they’re using in a comparative way and sometimes in a negative way in their advertising, then that’s where we think it’s unfair and misleading to to our industry and to consumers.” (CBC)