Reading Time: < 1 minute One of the ads - this was published in the New York Times 
Reading Time: < 1 minute

A pr firm backed by meat producers has created a major marketing campaign slamming plant-based meat.

The Center for Consumer Freedom’s campaign – which has included opinion pieces and full-page ads in major outlets including The Wall Street Journal, The New York Times, and USA Today – blasts meat alternatives for being ‘highly processed’, even comparing it to dog food.

Among the material is an ad which asks readers to take a quiz titled ‘Veggie Burger or Dog Food?’, and an op-ed piece by the Center’s managing director Will Coggin which cites a recent study from the National Institutes of Health linking ultra-processed foods to weight gain. This study did not include plant-based meat, reports have noted.

‘Point of pride’

The campaign – which comes as the meat alternative market is predicted to become a $140 billion industry within 10 years – has been written off as ‘misleading and fear-mongering’ by Pat Brown, the CEO of Impossible Foods, creator of the Impossible Burger.

Speaking to The New York Times, Brown said it is a sign that Impossible Foods’ mission to encourage people to eat plant meat instead of animals is working.

“It’s a point of pride to have that organization come after us. It’s hard to imagine a stronger endorsement.”

Maria Chiorando

Maria is a news and features writer for Plant Based News. As a former magazine editor, newspaper reporter, and features writer, her work has been published by The Guardian, The Huffington Post, and various regional newspapers, as well as Vegan Life magazine and Vegan Trade Journal. She has interviewed a huge range of people, from Prime Ministers to authors, activists, pop stars and actors, and enjoys the varied range of topics writing for PBN allows her to tackle. She was previously the editor of Plant Based News for over 3 years.