Filed Under: Op-ed

Taking Back the Narrative From Animal Activists

Originally published in Meatingplace by Rick Berman on September 1, 2019:

PETA and HSUS have combined budgets of more than $150 million a year. Add to that the hundreds of millions invested in startups for synthetic meat alternatives or cell-cultured meat, which gain market share by claiming they are healthier than real meat.

The fake meat companies have found opportunities in the pandemic by increasing their availability at retail. According to a new survey by the International Food Information Council, 25% of adults have increased their consumption of synthetic meat proteins during the pandemic. While this can be partially attributed to fake meat becoming more price-competitive, it’s winning a perception battle: Beyond Meat has released its first TV ad this month. It’s safe to say it has a substantial marketing budget.

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