Plant-based meat makers—suffering from sales drops, stepped-up attacks from Big Beef and bruising press—are considering creating a coalition similar to those behind renowned marketing campaigns like “Got Milk?,” “The Incredible Edible Egg” and “Pork, the Other White Meat.”
While the group has not formally gelled, discussions among both small startups and bigger companies have intensified over the last six months.
Industry insiders have cited a few flashpoints: media coverage, including Bloomberg Businessweek’s scathing story early this year calling faux meat “just another fad,” and the anti-regulation lobbying group Center for Consumer Freedom’s resurfaced jabs at the sector as “ultra-processed imitations.”
The goal initially was to convene the coalition this year with at least a handful of brands across the plant-based food industry, not limited to alt meat.
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