What producers need to know about the the alternative meat market and who is funding it
As advocates for the beef industry, we feel it is every producers job to help educate the public on the sustainability and health benefits of the beef industry. We also feel obligated to educate the consumer and animal protein producer about the alternative protein market and which companies are behind some of the largest alternative meat products out in the market today. It may surprise some of you.
Animal-base protein has gained a bad reputation in pop-culture and the media. Many of which are backed by misinformed individuals speaking out against the meat industries or the few outliers in the industry that give the rest a bad reputation. Livestock have been blamed for wildfires, for increased green house gases and killing off various animal species. This has led the consumer to demand a more eco-friendly meat alternative. But are these legitimate claims? Much of this has already been discussed on this website and thankfully there are many beef advocates out there proving these misconceptions as falsehoods. But has the majority of consumers caught on to the positive impact of the beef industry? That is why it is our responsibility, as producers and managers of ranch lands to share the real impact beef plays on our environment and our health.
In recent years the demand for more meatless protein has skyrocketed. U.S. sales of meat substitutes are expected to jump 78% to $2.5 billion between 2018 and 2023, according to Euromonitor. Global sales could reach $23 billion in that same timeframe. And who are some of the big players behind the large investments into the alternative protein market. Tyson, Hormel and Cargill. Yes, that’s right, the same big players in the meat industry are top players in the alternative protein industry.
We understand business and we understand wanting to make a profit and to be a pioneer in an emerging industry. But how will this market effect beef producers as well as other producers of animal protein? The demand for protein is expected to rise significantly over the next 30 years. Some economist estimate that meat production must increase by 73% to meet the expected growth of 43% in the world's population. What does this mean for ranchers and farmers supplying the world with food? In order to keep up with the demands, we must become more methodical of our operation and production and listen to what the consumer is saying.
Tyson, one of the world's largest meat producers, is selling nuggets made from pea protein at grocery stores this summer. A blended burger made from beef and pea protein will follow this fall. Both will be sold under a new brand, Raised and Rooted, which will continue to develop plant-based and blended products for both groceries and restaurants. (4)
Tyson has been watching the alternative protein market for a while. Its investment arm, Tyson Ventures, acquired a 5% stake in Beyond Meat in 2016. It sold that stake before Beyond Meat's IPO, but it continues to hold investments in other startups, including Memphis Meats and Future Meat Technologies — which grow meat from cells — and mushroom-based protein startup MycoTechnology. (4)
Hormel is one of the nation’s largest meat companies. The Austin, Minn.-based food maker built an empire on animal-based meat products but has begun calling itself a protein company in recent years. Now, Hormel is developing a vegan pizza topping and other plant-based products to capitalize on apparent demand for satisfying, non-meat foods. (1)
Tom Day, head of refrigerated foods at Hormel, said the company is most excited about creating products that blend meat and plants — like its new Applegate Blend Burger — because "the product has got to taste good." (1)
Cargill has invested roughly $100 million into Puris, the nation’s largest pea-protein supplier. Pea-protein is a key ingredient for meatless alternatives such as the Beyond Burger. As the market grows for faux meat products, Cargill wants to make sure they do not miss out. The demand for pea-protein is growing and Puris has a waiting list of companies wanting their product. Beyond Meat is a “cornerstone customer.” (3)
Cargill and Puris have said the expansion of pea-protein helps give more farmers a market for their peas, which are considered good for soil health. Peas are legumes and are nitrogen-fixing, meaning they work in tandem with bacteria in the soil to produce their own nourishing nitrogen. That means fertilizer isn’t needed. The enriched soil and the leftover nitrogen benefits other crops that the farmer might plant on the land after the peas. (3)
Let us get to the facts. While the above statement may be true about the benefits of peas on soil, cattle offer great environmental benefits and benefits for multi species in the ecosystem as well as a nutritious food choice for consumers. Visit Beef Research and one will notice all the benefits cattle have on the environment and our health. The consumer should not feel guilty about choosing beef, they should feel empowered.
Regenerative agricultural is starting to catch on, but not fast enough to defend the constant attacks on the beef industry. Advocates of regenerative grazing say their product, when raised using the best practices, actually creates a carbon net-negative. Among other benefits such as restoring America’s rural economies.(2)
Research continues to show that personal health and wellness remains the most important food attribute consumers seek. This is why it is vital for producers to tell their story and share with the rest of the world that the U.S. Beef Industry produces a product that they should feel proud to support.
References:
(1) http://www.startribune.com/hormel-says-it-s-been-thinking-about-plant-based-protein-too/511148392/
(2) http://www.startribune.com/as-new-market-booms-which-meat-alternative-will-win-out/511641112/