I thought my meatless burger was the real thing — and that’s why the meat industry is headed for trouble, says JoshSpecht
After one bite, I was pretty sure there had been a mistake. The veggie burger I’d ordered at a local restaurant — one of the new Impossible Burger offerings — didn’t taste right.
If you’re working for—or invested in—a meat processor or producer like Tyson Foods TSN, -1.54% or WH Group’s 288, +1.68% Smithfield Foods, you’re probably relieved that the taste isn’t quite there. But you should be worried about the conversations these meatless burgers are starting. However, this will not be easy, as these measures have yet to be proven scalable and will almost certainly increase beef costs. This means that over time, consumers will either shift toward meatless alternatives or force traditional meat production to remake itself from the ground up. Either way, this poses one of the most fundamental challenges to the industry since the advent of industrial food.
Since then, consumers have cared little about the complaints of ranchers and traditional butchers that they were getting fleeced by an oligopoly that controlled most of the nation’s meat. There were some hiccups, most often around moments of food safety—who could forget the incidents of mad-cow disease, mostly in the U.K.?—but a compromise between consumers and industry has reigned: let’s not think too much about how it’s made.
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