Meat Alternatives Break into the Mainstream
By Lorrie Baumann
Products like the Impossible Burger, which uses soy protein to mimic meat, have turned plant-based foods from a niche alternative into an option that appeals to mainstream consumers, according to Jim Wisner, President of the Wisner Marketing Group, a consultant with more than 30 years of experience in the food and grocery industries who addressed attendees of the Private Label Manufacturers Association’s annual trade show in November, 2019.
He now tracks plant-based foods and the consumers who buy them. “This is only in the last six months that all this has happened,” he said, noting that consumers can now find plant-based meat alternatives among the offerings at fast-food restaurants around the country.
“We had the opportunity to get involved a few years ago, right before Beyond Meat got launched,” he said. “Our assessment at that time was that it was going to become either a very large niche or kind of entry-level mainstream. It, quite frankly, has exceeded all that. People have gotten excited about this.”
Much of today’s interest in the plant-based foods market is in meat alternatives rather than in other plant-based categories such as dairy alternatives, even though the dairy alternatives are still a substantially bigger category, Wisner said. Growing your own protein has become a theme for many consumers who are seeing their plant-based choices in the context of the dietary regimes and the lifestyle that they’ve adopted. “That’s kind of a shift, really,” Wisner said.
The market is currently growing by double digits, and is now at about $4.5 billion, for the total U.S. plant-based market, according to the Good Food Institute, which reported data obtained by SPINS. Dollar sales of plant-based foods grew 11 percent in the past year (ending April 2019) and 31 percent over the past two years. The market for plant-based meats has been projected to be worth about $3 billion by 2024, with some projections substantially larger than that, according to Wisner.
Now, lots cialis on line of online companies and some of foreign companies are now producing this medicine with the name of Kamagra. The cialis pills free fresh blood gets pumped all over the body it is simple and direct source of energy to the vital body organs. When the blood is able ordering levitra online to freely flow, an erection occurs. But, truth never remains as levitra canada price the forbidden fruit. Impossible and Beyond Meat have been the market-makers in this category. “They’re creating this phenomenon,” Wisner said. “Every large CPG [consumer packaged goods] company is pursuing products here.”
A few companies are even pursuing strategies for creating “meat” out of air and water. “They can create protein powders that you can make meat analogs out of,” Wisner said. San Francisco Bay-area start-up Air Protein uses a proprietary probiotic process to make protein that can be used to make meatless burgers and more out of the basic elements found in air. This “meat” made with air-based protein is produced without the traditional land, water and weather requirements, according to the company. This marks the first time in history air-based meat has been created. “By transforming elements of the air we breathe into protein, this will revolutionize how we approach food production in the future,” the company said in a November statement to the press. The process to create this new form of protein uses elements found in the air and is combined with water and mineral nutrients. It uses renewable energy and a probiotic production process to convert the elements into a nutrient-rich protein with the same amino acid profile as an animal protein and packed with crucial B vitamins, which are often deficient in a vegan diet. “The statistics are clear. Our current resources are under extreme strain, as evidenced by the burning Amazon due to deforestation and steadily increasing droughts. We need to produce more food with a reduced dependency on land and water resources. Air-based meat addresses these resource issues and more,” said Air Protein Chief Executive Officer, Dr. Lisa Dyson. “The world is embracing plant-based meat, and we believe air-based meat is the next evolution of the sustainably-produced food movement that will serve as one of the solutions to feeding a growing population without putting a strain on natural resources.”
“Somebody’s now going to make food from electricity,” Wisner added. “The science is kind of intriguing. All of these might be very viable technologies going down the road. We don’t know which ones will hold.”
Many of these companies are courting retailers as the “market-takers” for this product category. Kroger was out very fast with its plant-based lines, Safeway has private-label meat alternatives, and Wegman’s has introduced its house brands, Don’t Have a Cow, Don’t Be Chicken and Don’t Be A Piggy, Wisner noted. Other markets also have their own lines. “We have retailers going to market, not after the market is established, but while it’s coming,” Wisner said.
However, while the market as a whole is moving towards clean-label, these products are highly processed, with long ingredient lists. “It has to be highly processed to work,” Wisner said. “You get into this construct that meets a lot of lifestyle kinds of trends that are going on, but at the same time, it walks away from some.”
Wisner noted that these products may or may not be better for consumers, although there are certainly some perceived environmental benefits. “At the end of the day, with one glaring difference,” he said. “They’re pretty much like ground beef – other than for sodium…. That’s a challenge going forward.”
The Timeless Value of Organic Pulses
By Lorrie Baumann
Timeless Natural Food offers a gourmet line of heirloom certified-organic lentils, peas, chickpeas and specialty grains. Grown in Montana and its neighboring states, the pulses that Timeless offers in both retail packaging for specialty grocers and in 10-pound and 25-pound packages for foodservice use come from a group of organic farming pioneers on a mission to preserve Montana’s family farms by rebuilding soils subjected to a century of industrial monoculture wheat production.
“We are not alone on this planet, and we have an obligation for stewardship, not only to our fellow human beings, but also for the environment,” says company co-Founder and President David Oien. “Through the business that my three friends and I have created, called Timeless Seeds and the brand name Timeless Natural Food, we really have been instrumental in supporting many other farmers around Montana to convert some or all of their acreage to certified organic production to allow their family farms to survive.”
Oien grew up on his family’s wheat farm in north central Montana’s Golden Triangle before heading off to college for a degree in philosophy and religious studies that still informs his farming mission today. After several years of working and traveling in Europe following his college graduation, he came back to the family farm in 1976 determined both to repay his parents for the upbringing and education they’d given him and to practice a system of agriculture that’s kinder to family farmers and to the land than conventional wheat farming.
Today, Montana farmers like Oien inherit the state’s history of dryland agriculture, which began with the 1877 Desert Land Act that drew settlers to homestead in arid lands across the American West. These new homesteaders relied on assurances from agriculturists like Charles Dana Wilbur that “Rain follows the plow,” and when the climate refused to obey those prognostications, the development of modern irrigation assisted by the Newlands Reclamation Act of 1902. With the newly opened land, irrigation projects across the American West, improvements in farming technology, and the introduction of hard red winter wheat in the 1870s, American wheat production took off. The country’s annual wheat production more than tripled in the 50 years between 1871 and 1921; increasing from about 250 million bushels during the period of 1869–1871 to more than 750 million bushels during the period of 1919–1921.
Then came the Great Depression and the collapse of agricultural markets that led to the paradox of huge national grain surpluses and widespread hunger. The New Deal followed, with the Roosevelt Administration’s Agricultural Adjustment Act, which paid farmers to fallow some of their acreage when the nation had a grain surplus. New Deal agricultural policies that controlled national grain supplies and stabilized markets remained in force until 1971, the beginning of Earl Butz’s tenure as Secretary of Agriculture. Butz’s policies, encapsulated in his decree that farmers needed to “Get big or get out,” reversed the New Deal’s protections for family farmers in favor of industrial agriculture, bigger equipment, more acreage. That was the farming economy that Oien returned to in 1976.
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Inspired by Rachel Carson’s “Silent Spring,” Frances Moore Lappe’s “Diet for a Small Planet” and the connection between Earth and humanity explicated in “Black Elk Speaks,” Oien set to work to convert the family farm to organic production just at the time Lappe and others were helping Americans understand that there might be a connection between what they were eating and their own health as well as the planet’s. “My approach has always been, ‘Get better and you can stay in.’ For me, getting better meant converting the farm to organic production,” he said. “Our farm is 260 cultivated acres, while the average farm in Montana is about 2,400 acres, nearly 10 times larger. There are some farms in my county that are 20,000 acres, so our farm is not only small – in a sense, it’s obsolete. But on the other hand, converting it to organic and developing the infrastructure to process our crops has allowed the farm to survive another generation.”
Practicing organic agriculture meant finding a means of replenishing soil depleted by nitrogen-hungry wheat crops without the use of synthetic chemicals. “The challenge with monocropping, monoculture within a given field, is that it makes those crops more susceptible to disease, to insects, and also requires input of chemical fertilizers. The crops that we grow, such as lentils, chickpeas and peas, are soil-building crops by their very nature,” Oien said. “They’re legumes that have the power to capture the atmospheric nitrogen and convert it into nitrogen in the soil that’s accessible to crops.”
In 1987, Oien joined three fellow organic farmers: Bud Barta, Jim Barngrover and Tom Hastings, in a company called Timeless Seeds to introduce those leguminous crops to other farmers in the northern Great Plains and spread the gospel of organic production. Their experiments with pulses, the edible seeds of legumes like peas and lentils, coincided with the growth of the natural food industry in the early 1990s that created a demand for organic grains and seeds, and Timeless Seeds capitalized on that demand to grow the infrastructure they needed to turn their raw crops into marketable organic food products. In 2001, the company created its Timeless Natural Food retail line of premium lentils, peas, chickpeas and heirloom grain.
To supply that line, the company now works with about 50 certified organic family farms, primarily across Montana with a few in neighboring states as well. “We provide them the opportunity to grow crops that diversify the cropping rotation and to grow crops that are higher value,” Oien said. “I think one of the things that’s most promising is that we are not only supporting these farms, but we’re also having a greater and greater environmental impact across the northern Great Plains. As the market for high-quality plant-based protein grows, farmers can convert some or all of their land to certified organic production, and Timeless is part of the infrastructure to find or create high-value markets for family farms by distributing to food retailers, restaurants and chefs, institutional food service and food manufacturers.”
Visit www.timelessfood.com for more information about Timeless Seeds and the company’s Timeless Natural Food retail product line.
Plant-Based Toddler Formula Comes to Market
Else Nutrition, a developer and marketer of clean-ingredient, plant-based nutrition products, is launching its first commercial product this spring in the U.S. – following nearly seven years of research and development. It’s a next-generation, 100 percent plant-based, organic toddler formula made with a proprietary formulation of almonds, buckwheat, and tapioca. The globally-patented formula tastes great, contains zero dairy or soy, and is free of gluten, hormones, antibiotics, palm oil, and corn syrups.
The startup, founded by infant nutrition veterans, fills a market gap with a plant-based toddler formula (for ages 12-36 months) made with clean, whole food ingredients. The simple-to-use powdered formula is the first in a planned line of whole-meal nutrition products from Else for children of ages ranging from infant to teens.
“As a mother, I know how passionate parents are to ensure that their children get all the nutrients they need for fundamental growth and development. We are providing a solution for millions of parents worldwide who are looking to change the way they feed their kids by offering a clean, safe, and nutritious, plant-based formula. We’ve heard from thousands of parents worldwide that there’s a need for something else – a real viable alternative,” said Hamutal Yitzhak, co-Founder and Chief Executive Officer of Else Nutrition Holdings Inc. Else is based in Tel Aviv, Israel, and started trading on the Toronto stock exchange last June.
For nearly 120 years, the infant and toddler formula markets have been based on dairy and soy protein sources. Else prides itself on offering a real alternative. Else formula provides complete nutrition made from simple ingredients and a clean process. Else is plant-based, sustainable, organic and vegan.
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The toddler formula offers a full amino acid profile, and is a clean non-GMO source of protein, fully meeting the strictest regulatory requirements. Else’s “beyond organic” manufacturing processes include the transformation of whole plants, without using highly-processed extracts or derivatives, chemicals or high-fructose corn syrup.
Else’s toddler formula will be sold initially in powder form, ready to drink in just seconds. It will be available online at elsenutrition.com for pre-ordering, with official sales starting later in the second quarter of this year. Sales will also roll out via Amazon and at select specialty retailers by summer of 2020. The suggested retail price is $35 for a 23.2-ounce powder canister.
Else’s leaders and founders have held executive positions with the likes of Abbott Laboratories, and Materna (a leading baby formula producer, acquired by Nestlé). The company was born out of the personal quest of a caring grandfather seeking to find a solution for his granddaughter who suffered from severe baby formula allergies. The company’s vision is to transform feeding for babies and families worldwide. Else aims to launch its plant-based infant formula in the coming years.
