THOUGHTS ▶▶▶ R CREDITS


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Plant-based meat paradox


ecently meat giants JBS and BRF both announced plans to invest in meat alternatives, as some of their smaller competitors have already done. Alongside this investment trend, many restaurant, fast food and even supermar- ket chains also offer their own plant-based substitutes for meat and eggs to cater to the demand from environ- mentally-conscious consumers. With all this news, some poultry producers might almost be worried about their future livelihood. But there is no need to panic. It is true that meat alternatives are getting some traction in the market, mainly in developed and oversaturated markets. Product quality has improved since the early days of tofu, with availability and variety now on par with regular meat. That said, given the target consumer for such alternatives, retail prices are higher than your regular cut of meat. Yes, that’s right, meat alternatives are more expensive because of their chosen price point. Apart from the high research and development costs, and huge marketing budgets involved, most meat


alternatives are actually cheaper to produce than your old-fashioned grilled fillet. So, in essence, plant-based meats could compete with real meat but they won’t, at least not in the near future. It is deliberately marketed as a top end, high value product for consumers who can afford it. And it needs to make money too, because there is only one sound reason for a large meat processor to invest in meat alternatives and that is top end margin. Fabian Brockötter, editor Poultry World


Fabian Brockötter


Editor Poultry World +31 314 35 81 40


fabian.brockotter@misset.com


Marieke Ploegmakers Editor All About Feed +31 314 35 81 81


marieke.ploegmakers@misset.com


Vincent ter Beek


Editor Pig Progress +31 314 35 81 26


vincent.ter.beek@misset.com


Zana van Dijk


Editor Dairy Global +31 314 35 81 48


zana.van.dijk@misset.com


Sunita van Es


Editor Special Projects +31 314 35 81 54


sunita.van.es@misset.com


Rebecca Kwakman


Content manager international +31 314 35 81 43


rebecca.kwakman@misset.com


Andrea Raemaekers


Teamlead International +31 314 35 82 80


andrea.raemaekers@ext.misset.com


Paul Veerman


Key account manager the Netherlands, USA & Canada +31 314 35 82 31


Paul.veerman@misset.com


Geke Koudenburg


Key account manager Asia, France, Spain & Italy


+31 314 35 81 83 geke.koudenburg@misset.com


Harm Putman


Key account manager Germany, Austria, Switzerland and Belgium +31 314 35 82 08 harm.putman@misset.com


Dhierinder Ramcharan


Key account manager South America, Africa, Middle East,


Northern & Eastern Europe +31 314 35 82 10


dhierinder.ramcharan@misset.com ▶ POULTRY WORLD | No. 5/6, 2021


Joey Wensink


Account manager Australia, New Zealand, UK, Ireland & Future Farming


+31 314 35 82 47 joey.wensink@misset.com 5


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