National Cattlemen’s Association responds to Wall Street Journal’s fake meat article


The NCBA responded to a recent article in the Wall Street Journal about fake meat saying most of the articles about fake meat are little more than a promotional piece for the companies producing the plant-based alternatives to meat.

A recent Wall Street Journal (WSJ) article titled “This Anti-CEO’s Mission Impossible: Use Capitalism to Kill Meat,” took a slightly different path, expressing a small dose of skepticism about the long-term prospects for fake meat products and the ability of companies such as Impossible to turn consumers toward a vegetarian lifestyle in large numbers.

The NCBA says they take the fake meat industry’s attacks and attempts at growth very seriously. However, there is little evidence to suggest that plant-based alternatives are anything more than a fad being driven by massive investments in advertising, outdated information, and many false or misleading claims.

Impossible Foods CEO Pat Brown was profiled in the WSJ article and is well known for his outrageous plans for his products, the NCBA says. However, the products he is producing is not being demanded by consumers.

Citing global livestock GHG emission numbers to lure consumers into his snare, he ignores the fact that U.S. beef’s footprint is minuscule. According to the U.S. Environmental Protection Agency, beef production in the United States is responsible for just 2 percent of all U.S. greenhouse gas emissions. American beef production’s contribution to greenhouse gas emissions is far less than sectors such as transportation, at 29 percent or electricity generation, which accounts for 28 percent.

For NCBA’s full statement on the article, Click Here