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The Real MEAT Act 2019: Plant-based brands should use term 'imitation' meat

Plant-based brands should use term 'imitation' meat

Field Notes, powered by KPMG, is a weekly news update on news nationally and globally from the agri-food sector.

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Ian Proudfoot

Global Head of Agribusiness, Partner - Audit

KPMG in New Zealand

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[29 October/Food Navigator]

A federal bill that would require plant-based and cell-cultured meat products to be labelled as ‘imitation’ meat has been welcomed by beef producers and slammed by plant-based meat advocates, as the row over terminology in the burgeoning space heats up. The bill would mean that any imitation meat product would be deemed to be misbranded unless its label bears the word ‘’imitation’’ as well as a statement that clearly indicates that the product is not derived from or does not contain meat. The term beef would exclude both plant-based and cell-cultured meat from using the term. The bill is aimed at transparency of products to consumers.

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