Ranchers set to fight back against vegetarian 'fake meat' [View all]

[4now]

Companies like Impossible Foods and Beyond Meat are combining plant-based ingredients and science, rather than animals, to create fake-meat burgers and other products that taste like the real thing.

Now U.S. Cattlemen's Association is looking to draw a line in the sand.

The association launched what could be the first salvo in a long battle against plant-based foods. Earlier this month, the association filed a 15-page petition with the U.S. Department of Agriculture calling for an official definition for the term "beef," and more broadly, "meat."

"While at this time alternative protein sources are not a direct threat to the beef industry, we do see improper labeling of these products as misleading," said Lia Biondo, the association's policy and outreach director. "Our goal is to head off the problem before it becomes a larger issue."

Not everyone sees it that way. Ethan Brown, founder and CEO of Beyond Meat, said consumers already know what they're looking for when they're browsing the grocery store aisles. But he doesn't necessarily see the petition as a bad thing.

https://www.usatoday.com/story/money/business/2018/02/25/ranchers-set-fight-back-against-vegetarian-fake-meat/371378002/

I wish I had some fake meat right now. I even like the name.