Egg Industry - July 2019 - 3

EggIndustry ❙ 3
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EDITORIAL

BY T E R R E N C E O ' K E E F E

tokeefe@wattglobal.com

Which food trend
wins, clean label or
vegetable protein?
Tyson Foods' Raised and Rooted Brand and Perdue Foods' Chicken Plus are
targeting "flexitarian" consumers. Flexitarians aren't true vegetarians, but they
are looking to reduce their consumption of meat. Everything from perceived
health benefits to reduction in greenhouse gas emissions to animal welfare concerns have been cited as motivation behind flexitarian diets.
The portion of the U.S. population that report following vegan and vegetarian diets was 3% and 5%, respectively,
according to a July 2018 Gallup survey.
While these percentages aren't huge,
the 2019 Power of Meat Analysis survey, conducted by the Meat Institute
and the Food Marketing Institute, found
that 13% of Generation Z respondents
report eating flexitarian diets. In addition, 63% of all survey respondents said Which causes will most influence
they would "maybe" or "definitely" pur- crusading consumers' protein purchases,
chase blended meat and plant foods.
clean labels or something else?
It appears that the flexitarian diet
mico_images | iStockPhoto.com
trend/fad presents an opportunity for
food companies and a challenge for livestock and poultry producers. But blended meat and vegetable protein foods and all-vegetable protein products, like the
new round of veggie burgers that Wall Street investors have been bullish on,
buck the clean label trend.
Maria Velissariou, chief science and technology officer, Institute of Food
Technologists, explained what clean labels mean in a blog post: "Essentially,
clean label means making a product using as few ingredients as possible, and
making sure those ingredients are items that consumers recognize and think of
as wholesome - ingredients that consumers might use at home."
A label that says "ground beef" is "cleaner" than one that says "A blend of
angus beef & isolated pea protein." It will be interesting to see how crusading
consumers evaluate the impact of their protein purchases on conflicting causes.
I think I'll stick with eating the real thing. ■


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Egg Industry - July 2019

Table of Contents for the Digital Edition of Egg Industry - July 2019

Egg Industry - July 2019
How to properly implement poultry farm biosecurity plans
What the US poultry industry needs to know about ASF
Change your words, change consumer perception
Learn about FFAR poultry projects at the Poultry Tech Summit
Egg Industry - July 2019 - CT1
Egg Industry - July 2019 - CT2
Egg Industry - July 2019 - Egg Industry - July 2019
Egg Industry - July 2019 - Cover2
Egg Industry - July 2019 - CT3
Egg Industry - July 2019 - CT4
Egg Industry - July 2019 - 3
Egg Industry - July 2019 - 4
Egg Industry - July 2019 - 5
Egg Industry - July 2019 - How to properly implement poultry farm biosecurity plans
Egg Industry - July 2019 - 7
Egg Industry - July 2019 - 8
Egg Industry - July 2019 - 9
Egg Industry - July 2019 - 10
Egg Industry - July 2019 - What the US poultry industry needs to know about ASF
Egg Industry - July 2019 - 12
Egg Industry - July 2019 - 13
Egg Industry - July 2019 - 14
Egg Industry - July 2019 - Change your words, change consumer perception
Egg Industry - July 2019 - Learn about FFAR poultry projects at the Poultry Tech Summit
Egg Industry - July 2019 - 17
Egg Industry - July 2019 - 18
Egg Industry - July 2019 - Cover3
Egg Industry - July 2019 - Cover4
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