Ever tried a cauliflower steak? What about smoky “facon” fries? Dishes like these can be a pretty tasty alternative when you’re not in the mood for meat. They are likely cheaper, better for your health and for the planet too.
How we describe food matters. Indeed, using appealing names for plant-based choices on restaurant menus may entice some to choose plant-based rather than meat-based dishes when dining, so found a 2023 University of Queensland study, published in the journal Food Quality and Preference.
Giving plant-based dishes more attractive names on restaurant menus can increase their appeal, boosting sales, according to the research.
Most restaurants take the opposite approach, with plant-based dishes named in ways that portray them as healthy but bland and meat-based dishes made to sound tastier, according to the study.
This leads to a lack of interest in plant-based meals – most people want to indulge when eating out and so tend not to choose healthy-sounding options.
Terms such as “vegan”, “vegetarian”, and “meat-free” were found to be off-putting to meat-eaters too, who feel that these dishes are not intended for them.
With food contributing nearly 25 per cent to global emissions, changing meal choices for even the smallest of market segments can make a meaningful contribution to climate change mitigation, the authors of the Australian study said.
How we describe plant-based dishes can increase how often they are chosen. And meat eaters needn’t worry, it’s not about reducing the number of meat-based options available to them.
But EU lawmakers have moved in the opposite direction this month. They have agreed to ban meaty names such as steak and bacon for vegetarian and vegan foods – though “veggie burgers” and “meat-free sausages” will remain on the menu.
The provisional agreement from the European Parliament and Council of the EU covers animal names like chicken, beef and bacon as well as animal parts such as breast or thigh and two newly added terms during the latest negotiations, steak and liver.
Indeed, the ban covers the use of 31 meat-related names to describe vegetarian and vegan products, including drumstick, loin, ribs, steak, rump, T-bone and wing, according to a statement published on the Council of the EU website.
The agreement will give farmers a stronger negotiating position in the agri-food value chain, the Council of the EU says. The rules will enhance transparency in the internal market and enable well-informed consumer choices, too it claims.
“The proposal protects the denominations of meat and certain meat products to ensure consumer transparency and fair competition,” it said.
Vegetarian and vegan steaks offer tasty, protein-rich and more environmentally friendly alternatives to meat using ingredients. Popular examples include meaty seitan steaks, tender lion’s mane or portobello mushroom steaks, and cauliflower steaks.
Arguing that these meaty names create confusion among consumers is nonsense, said director general of the European consumer agency BEUC, Agustín Reyna.
“Our data shows that around 70 per cent of consumers agree with these names, as long as products are clearly labelled vegetarian or vegan,” said Reyna.
“Consumers want to eat healthier and need convenient and affordable options. These names make it easy for those who want to integrate these options in their diets, and the new rules will increase confusion and are simply not necessary,” she said.
“Instead of complicating rules for companies, policymakers should focus on closing a real information gap by making packaging understandable with clear information and trustworthy labels,” she said.
The death of the cauliflower steak is bad news for the environment and your pocket.
