Alternative proteins have faced labeling challenges since their inception. The traditional meat industry has continued to ramp up its use of lobbyists to prevent alternative meat producers from infringing on its markets. The most common tactic is to prevent the use of meat-related words to describe any nonanimal product. Most of these laws cite misleading claims and confusion from consumers. In Louisiana, Mississippi, Oklahoma, Missouri, and Arkansas, laws have been passed in the name of preventing misleading labeling claims, which alternative meat producers are calling anti-market and anti-free speech. The Good Food Institute (GFI) and long-established plant-based meat producer, Turtle Island Foods (the owner of the “Tofurky” brand), have mounted legal challenges to these laws.
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