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‘It be some form of vegetable soy mush’: Definition of meat heats up in Senate inquiry

‘It be some form of vegetable soy mush’: Definition of meat heats up in Senate inquiry

If a pork burger is product of vegetation — need to it be allowed to make use of the period of time pork?

Key points:

  • A Senate inquiry into the definition of meat has attracted a gargantuan risk of submissions
  • The ACCC says plant-basically based meats are “unlikely to deceive an ordinary user”
  • The NT Cattlemen’s Association says replacement meat products are designed to be misleading and pretend

Submissions closed on Friday for the Senate Inquiry into the Definitions of Meat and other animal products, and it has attracted a range of views.

Early Newspaper

A submission from Australia’s competition regulator (ACCC) mentioned it had never came upon proof of misleading claims by replacement meat products, and that plant-basically based meats were “unlikely to deceive an ordinary user.”

ACCC deputy chair Mick Keogh mentioned below recent licensed guidelines the full context of a product and labelling became once taken into tale.

“So it be no longer appropriate whether or no longer [the label] has got a cow or a sheep on it, it be the relative measurement of the text and any abilities to the text,” he informed ABC Rural.

Sign in a supermarket promoting plant-based meats

Contain you ever long previous to a supermarket looking for meat and accidently offered a plant-basically based product?(

ABC Rural


Mr Keogh mentioned most of the complaints the regulator had obtained were from meat industry advisor bodies.

“They regarded as the labelling became once too shut or became once misleading or misrepresenting what the product became once.

“However the exact fact that they’d been in a scheme to title them and illustrious them, stands counter to their argument,” he mentioned.

A woman with long dark hair sits and stares into the camera above a massive piece of steak

Nationals Senator and former butcher Susan McDonald is leading the inquiry into non-animal protein labelling.(



Nationals senator Susan McDonald, who is facilitating the inquiry with the agricultural and regional affairs and transport committee, mentioned she had heard a diversified tale to the ACCC.

“I bear been flooded with of us who bear contacted me to verbalize they bear offered a product that they didn’t intend to’,” Ms McDonald mentioned.

Senator McDonald mentioned she became once going to inquire of the ACCC for more information in regards to the complaints it had obtained when the inquiry has its hearings.

Will Evans at the Berrimah Export Yards

Will Evans is the CEO of the NT Cattlemen’s Association.(

Supplied: NTCA


What finish you name it?

The Northern Territory Cattlemen’s Association became once no longer impressed with the ACCC’s submission and did no longer mince its phrases when asked what it needs to explain the Senate inquiry.

“I appropriate think it be the discontinue of disrespect to Australia’s pork producers and I cannot specialize in the ACCC’s scheme on here’s: ‘There is no remark of affairs here’.”

Mr Evans mentioned his participants were frustrated that replacement meat corporations used phrases esteem pork on their products, whereas at the same time pushed falsehoods about the pork industry’s environmental credentials.

“These products are designed to be misleading and pretend and I think it be an indictment on the ACCC that they’ve chosen no longer to lift these complaints to the courts.”

Sesame seed bun, pickles and plant based burger meat

Very unlikely Foods says it needs to enter the Australian market in the shut to future, with its plant-basically based products.(

Supplied: Very unlikely Foods


What’s at ‘steak’ for Very unlikely Foods?

The Californian-basically based Very unlikely Foods has furthermore made a submission to the inquiry, saying it plans to enter the Australian market “in the shut to future”.

“Our total motive for existence is to obtain savory food from vegetation that replicate the model, texture, and aroma of meat from animals, and we desire patrons to are mindful of it,” it mentioned.

Very unlikely Foods mentioned there became once no proof that patrons were at a loss for phrases by what “plant-basically based meat” intended.

“If we were prohibited from using traditional food phrases patrons understand, patrons can bear a more sophisticated time understanding the technique to put collectively our products after they lift them dwelling,” it mentioned.

“[For example], ‘pork’ describes a selected sensory expertise, and if we were to rename Very unlikely Pork Product of Vegetation to ‘Very unlikely White Protein Made From Vegetation’, patrons would shock if this can model esteem pork, chicken, turkey, and heaps others.”

The Senate committee is expected to hand down its final file in February 2022.

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Excessive Steaks

‘It be some form of vegetable soy mush’: Definition of meat heats up in Senate inquiry