The Quebec Cattle Producers Federation wants the Canadian Food Inspection Agency (CFIA) to step in against advertising by Beyond Meat.
The federation said in a complaint to the CFIA that Canadian rules do not allow the company to advertise its products as plant-based meat.
The CFIA told reporters for CTV that the regulatory definition of meat is the carcass, blood, product or by-product of a food animal, and federal rules also prohibit false, misleading or deceptive food advertising, but would go no further in commenting on the federation’s complaint.
It would only sayit is reviewing its regulatory compliance.
Under Canada’s rules, simulated meat products must clearly display the phrase “contains no meat” or “contains no poultry” on the front of the package, and the packaging cannot have any images that suggest the product contains meat.
There was no mention of regulations for restaurant meals.
The federation's frontal attack may backfire by generating free publicity for veggie burgers and their political correctness.
