As the pendulum has swung the other way for plant-based meats, the rhetoric — on both sides — has also gotten sharper. If only the blades would be used to cut away at the exaggerated claims and criticisms instead of poking at “the other side” who, after all, is probably going to be a partner in protein production in the foreseeable future.

On an Instagram post about the nutritional benefits of red meat: “Also eating red meat triggers PETAphiles and soy boy leftists.”

On another, decrying the data on livestock slaughter: “It is causing both animal cruelty as well as environmental destruction. We have so many plant-based alternatives today, everyone needs to go vegan.”

From Meatingplace, on a news item about JBS building a cultivated protein R&D center in Brazil: “Lab slime bio-abominations and Dylan M Dud have a lot in common” — referring to transgender activist Dylan Mulvaney whose turn as a Bud Light spokesperson became a cultural lightning rod.

From a vegan activist on LinkedIn, in response to a post that touts the environmental benefits of grass-only feeding programs and regenerative ag in animal protein production: “LOL … that’s cute.”

I have my share of examples of failed attempts to disabuse others of inaccurate information about the meat industry — and, as editor of our sister publication, Alt-Meat, attempts to disabuse meat industry folks about alternative proteins. I have not cracked the code on being heard in either case. I have plenty of company in that regard.

But let’s look at some facts:

The FAO estimates that about 12% of the global population suffers from protein deficiency. That’s more than estimates of the population that go to bed hungry (10%) because just having something to eat isn’t enough.

Also according to the FAO, 26% of the world’s ice-free land is used for livestock grazing and 33% of croplands are used for livestock feed production. That doesn’t leave room for expanding animal protein to fill that gap in nutrition.

Nearly two-thirds (63%) of the global population is age 40 or younger. Many studies have indicated that younger consumers are more interested in getting more of their proteins from plants. This study by the National Institutes of Health (of U.S. adults) shows that they actually are.

The fact is that the needs of the growing global population are such that multiple sources of protein are necessary. Moving forward, trends indicate that plant-based proteins will continue to grow, slowly, in popularity in developed countries while developing regions increasingly embrace the animal proteins that become relatively affordable. It’s simply good business for food companies the world over to frame their business in terms of the protein production complex, rather than “in the meat business” or “the meat analogue business.”

So those who criticize JBS for stepping into the cultivated meat sector: At least its leadership is looking at diversification of revenue sources (even if Planterra imploded in quite spectacular fashion).

Cargill doesn’t blow its trumpet quite so loudly but the company is deeply invested in both conventional and alternative meat — that latter as an investor more than a manufacturer, thus far. Tyson, too, remains heavily invested in meat alternatives.

Years ago Hormel diversified into alternative protein sources including peanut butter and whole nuts, and whey protein supplements. Its Spammy project, distributing a fortified, shelf-stable, poultry-based protein spread to children in Guatemala, was a resounding success.

The shake-out in the alternative meat sector isn’t over. There will be more companies seeking to sell as an alternative to folding which, if the technology is useful and the product is good, would make a profitable acquisition for a conventional protein company in a mature market. The still-immature alt-meat sector would get a boost from the more predictable business cycles in the meat industry.

Ultimately, these two sectors are going to need each other.

It just doesn’t make sense to s*** where you eat.

Knives out

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