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VOL. 10 , NO. 17
ARE PLANT BASED FOODS GOING TO SUBSTITUTE MEAT? FOOD FOR THOUGHT Terry MILLER tmiller@beaconmedianews.com
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ou may have heard of the latest trend in food: ‘plant based.’ But do any of us really know what it is and how the food industry is initiating a meat mutiny, if you will. “Beef: It’s what’s for dinner” the late legendary actor Robert Mitchum proclaimed in 1993 as he touted the ad campaign funded by the “Beef Checkoff Program” with “creative guidance” of Leo Burnett Worldwide advertising agency. There are other, earlier classic television ads peddling beef. Remember 81 year-old Clara Peller’s famous line, “Where’s the beef?” That catchphrase in the United States and Canada, introduced in 1984, originated as a slogan for Wendy's. Since then it has become an all-purpose phrase. Experts have proved, beyond a reasonable doubt, that too much red meat can increase your risk of everything from heart disease to certain cancers, and the beef industry has a huge impact on the environment. Methane gases and massive slaughter houses contribute serious side effects to our air quality, let alone the inhumane conditions under which animals are treated. However people devour, dare I say, crave and consume meat by the ton every day of the year. But, as Bob Dylan said, “The times they are a changin’.” And, my goodness how times have changed. Two influential companies have coerced the restaurant business into changing the way they not only look at food but also the potential to get plant based foods to be the new “meat.” Impossible Foods and Beyond Meat have, essentially, started a revolution with plant based foods that actually taste like meat. Beyond Meat, was created by vegan Ethan Brown in 2009 and although still very popular with millions of people worldwide, animal meat is taking a back seat due to plant-based foods insurgency that mimic meat, complete with the “bleeding” of rare cooked meat. Beyond does not try to market to vegans and vegetarians, who account for less than 5% of the U.S. population. The Beyond Burger is now available at about 11,000 of its 17,000 grocery-store customers in the U.S. And since their debut at Whole Foods in May 2016, Beyond Burger patties have made their way into tens of thousands of supermarkets (from Kroger to Safeway), restaurants (from TGI Friday to Carl’s Jr.), hotels (like The Ritz Carlton, Hong Kong) and even sports stadiums (like Yankee Stadium). Impossible Foods says that “using animals to make meat is a prehistoric and destructive technology. Animal agriculture occupies almost half the land on earth, consumes a quarter of our freshwater and destroys our ecosystems. So we’re doing something about it: we’re making meat using
Conceptualized by founding partner Hagop Giragossian, along with Würstmacher Adam Gertler (pictured) and Chef Ilan
SEE PLANT BASED FOOD PAGE 15
Hall, Dog Haus is one of many restaurants now offering plant-based food items. - Photos by Terry Miller / Beacon Media News
Saturday April 27
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