With vegan foods surging into the mainstream, pushback has grown among those who resent the shift. Call it battle of the burger.
Anyone who food shops or eats out, even occasionally, has likely noticed the influx of plant-based meat alternatives on the market — from Burger King’s Impossible Whopper and Dunkin’ Donuts’ Beyond Sausage Sandwich to the vast array of vegan meat imitators, with products by Gardein, Tofurkey, Field Roast and more filling supermarket aisles across the country.
Enter the full-page New York Times ad — and similar ones in USA Today and the Wall Street Journal — which noted that “Real burgers are brats and made from beef, pork, and spices.” But environmental and sustainable-food advocates reject that reasoning, noting that instead of being confused, consumers are making conscious decisions to buy plant-based alternatives to meat and cow’s milk — and that language options for describing certain foods are limited.
“The propaganda campaign aims to spark a backlash and reverse or slow down the surge in popularity of plant-based meat,” Rachel Konrad, Impossible Burger spokeswoman, tells Yahoo Lifestyle, referring to CCF’s ads. “The fact that Berman is now the paid gun going after plant-based meat through his dark-money front group and his unsavory PR firm is the most obvious validation yet that plant-based meat poses an existential threat to incumbent animal agriculture.
CCF’s website — and its sub-site, CleanFoodFacts.com, touted in the ads — focuses on a consumer’s right to choose what to eat, in spite of appearing to take sides. Still, the health benefits of the plant-based alternatives are indeed debatable. When comparing a beef Whopper to its Impossible version, the two are pretty equal on calories , saturated fat and protein — with the meat version containing more cholesterol and less dietary fiber ; but the vegan patty contains more sodium .
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