Paris restaurant

Fake meat challenges name ban on Paris restaurant debut


PARIS, Oct 19 (Reuters) – The arrival of vegetarian meat dishes on Paris steakhouse menus with names such as “filet” and “flank” poses a challenge to the French government’s efforts to ban meat names for herbal products.

The global market for meat-based plant foods is booming, attracting major investment from global food companies hoping to capitalize on a trend towards healthy eating, including less red meat. And new technologies make these products ever more authentic and appetizing.

Redefine Meat’s products made their debut at a Parisian restaurant this week after the Israeli startup struck a deal with importer Giraudi Meats to pilot European distribution of its “New Meat” steak cuts produced on 3D printers.

However, the French government, backed by farmers and the meat industry, has tried to ban the use of meat and fish names for plant-based protein foods to avoid confusion over substitutes. trendy meat.

France’s top administrative court has suspended a government ban that was due to come into effect this month, saying it gave operators too little time to adapt. The Agriculture Ministry told Reuters it was working on a new text taking into account the court’s recommendations, without giving a timeframe.

It remained to be seen whether the ban would apply to imported products and menus or would be limited to French labels.

“Maybe it will force us to be a bit more creative in the names we use, but that won’t stop customers,” Redefine Meat chief executive Eshchar Ben-Shitrit told Reuters at Beefbar in Giraudi Meats, near Avenue des Champs-Élysées.

Plant-based meat, often made from pea or soy protein, has attracted massive investment from agribusiness giants such as Nestlé or Archer-Daniels-Midland, although soaring inflation and the Recession concerns have recently encouraged some consumers to switch back to cheaper animal meat products.

Beyond Meat, one of the world’s leading producers of plant-based meat, cut its revenue forecast last week.

Redefine Meat sells its New Meat in nearly 1,000 restaurants in Israel, Britain, the Netherlands and Germany, and they currently pay around $40 a kilo for its steak cuts. The company is targeting 3,000 restaurants by the end of the year, Ben-Shitrit said. (Report by Sybille de La Hamaide Editing by Gareth Jones)

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