“We are experiencing the biggest food revolution ever!” (Hugo Verkuil, The Vegetarian Butcher)

‘Meaty’ designations for plant-based products are anything but confusing, argues The Vegetarian Butcher. They are, rather, necessary to facilitate the transition to a plant-based diet.

“Roll up your sleeves”

With the hashtag #MakeNoMisteak, The Vegetarian Butcher has been campaigning since a few weeks against the Belgian government’s intention to limit the use of meaty names and presentations for plant-based products. Such measures would complicate the transition to a more plant-based diet, while it is necessary to achieve climate goals, the producer of the “What the cluck” (vegan chicken) and “Vegeterrier” (vegan hotdog) says: “More than half of the food industry’s carbon emissions come from animal meat production.”