The Future of Meat is Vegan! Let’s Get Ready to Participate!
When this blog started in 2010, veganism was relatively unheard of in India. We were a small, close-knit community who met for potlucks and events and bonded with each other over our shared empathy for the animals abused and slaughtered for human consumption. Things have changed by leaps and bounds since then. Veganism is now a movement to reckon with. It has literally exploded into public consciousness, especially in the big cities and metros. Even though the vast majority of the Indian population is not vegan, even though veganism is not correctly understood by most, people are ready, more than ever before, to engage with the ‘V’ word.
Globally, the last couple of years have seen a tectonic shift in the way vegans and veganism are perceived. Unlike the past, not only people but restaurants at large are also aware of the ‘V’ word, which commands a certain respect. Many want to include a vegan menu. Businesses have begun to see that people are increasingly considering veganism as a solution to health problems and climate change. From the fringe group that it was, veganism has steadily progressed beyond.
In social media, particularly Instagram, Facebook, and YouTube, veganism has already acquired a hipster wave where millions of posts are proof of its growing stature amongst the young urban population. Those on the other side of the fence are curious. People have begun to realize that veganism is not just a “boring” salad and soup regimen. One can whip up endless varieties of food with different permutations and combinations.
New startups, cookbooks, events, documentaries, and initiatives are being floated on a regular basis to disrupt everything that animal agriculture symbolizes. Once a tricky territory, now, crowdfunding cash has begun to trickle in to support the initiatives. Currently, in India alone, there are several dozen 100% vegan businesses initiated by people who believed in the idea and took a leap of faith.
How veganism could change the world
If every forecaster and market analyst is to be believed, we are cooking up a perfect storm and in 2019 or within the next decade, veganism will become an unignorable force. A month ago, esteemed media house, The Economist, published a video, which in about six minutes, explored the topic, How could veganism change the world? and brought out very succinctly how a non-vegan world impacts the environment, human health, and the rights of animals. The video carried substantial footage from Jaap Korteweg, former cattle farmer now famously known as The Vegetarian Butcher. Japp runs a very successful meat-free food company that currently ships to 17 countries with an annual sales of €20 million.
What is the future of meat: Facts and action
Over the last two decades, the worldwide demand for meat has doubled. According to estimates, it will further double in the next two decades. By 2050, the human population on the planet will likely become 9 billion from 7 billion that it is today.
What does all of this mean?
This means, at the current rate if nothing changes, 110 billion animals will be slaughtered for food annually to feed the additional 2 billion people, as opposed to the 70 billion killed in today’s times.
Considering that farmed animals are fed 30% of the total crops grown and occupy 30% of all habitable land, industries will not be able to meet the food demand. Resources are finite and we have one planet. Additionally, there will not be enough water available on current croplands to produce food for 9 billion humans. Moreover, it is a well-known fact that the livestock industry contributes 18% to all greenhouse gas emissions.
These roll up to a disaster waiting to happen.
All these statistics have been making the headlines for quite some time now. We are another 30 odd years away from 2050, which means most of us will be alive to see the disaster unfold. It is clear that something has got to change. The demand for plant-based alternatives is picking up already. And these developments have been making the traditional meat and dairy industry jittery. The smart movers have already begun to invest in plant-based alternatives. And this truly is the need of the hour.
The future of meat in a plant-based world
Humanity can only possibly survive if we alter our food habits. No wonder that finding an alternative for meat seems to be the epicenter of innovation right now.
There is great potential for meat alternatives or let’s say the future of protein beyond meat looks bright. The industry is observing a lot more investment and R&D than it has thus far received. Companies such as Impossible Foods, Beyond Meat, Hampton Creek Foods are experimenting with new ways to use heat and pressure to turn plants into foods that look and taste just like meat and eggs.
Within three years of investment, Beyond Meat’s annual revenue has grown to $26 million and its products are now available at more than 20,000 retail stores (data from the Beyond Meat website). Impossible Foods, with its focus on developing plant-based substitutes for meat and dairy products, is another case in point. Memphis Meats is developing indigenous plant-based meat, Tyson Foods, one of the biggest FMCGs, has sensed the shift and has launched a venture capital fund investing in the future of meatless meat. Mosa Meat, who hail themselves as the world’s first “slaughter-free meat” hopes to serve the first lab-made burger in five years.
The concept of meat analogs isn’t new, its history dates back to the Han Dynasty (206 BC–220 AD) in China. Several companies in the modern world are hoping to perfect the process of making plant-based meats and it is just a matter of time before we get a perfect replica because public interest and curiosity has been immense. Imagine the scale if the product hits the right note.
How are some of them enabling the future of plant-based meat?
The equipment we use in our plant-based plants is the same as in a meat factory, the only difference is there is no blood on the floor. (Jaap Korteweg in How could veganism change the world? | The Economist)
The future of meatless meat in India
Let’s talk about India. A few years ago, vegan meat or mock meat was unheard of. If you chanced upon a foreign brand in supermarket stores, it would cost a lot, and often the taste was not agreeable to the Indian palette. The market was unorganized and clearly, there was an opportunity for somebody to take the first-mover advantage. 2017 saw the emergence of Udaipur based Good Dot, which has an in-house facility to make meat alternatives in India, for India, by India. Their products taste great and don’t burn a hole in the pocket.
Another Indian startup, Unived released their jackfruit-based vegan ‘meat’ to capitalize on the tipping mock-meat market.
Mind you, these are early trends.
The market is very new, and the meat alternatives available now show great promise.
The future of meat alternatives or protein without meat at the global level
Imagine a world where the display at your local supermarket store contains plant-based ‘meat’ and ‘cultured meat’ rather than packages containing parts of slaughtered animals. That day may arrive sooner than one may think and this could potentially make slaughterhouses obsolete. Billionaires Bill Gates and Richard Branson, known for their astute sense of business have already invested millions because they see a big opportunity.
The animal industry stands at $7 trillion now and a product that promotes the environment, animal rights, and human health could make a dent in the food industry. As the world shifts its focus, even big established food players are keeping money aside to invest in the fascinating area of plant-based meat to ensure their continued relevance.
Fortunately, many people see the writing on the wall. Around 47 percent of US adults support a ban on slaughterhouses. Everyone wants to stand on the right side of history.
In the words of two powerful men:
Plant protein is growing faster than animal protein. For us, we want to be where the consumer is. (Tom Hayes, CEO, Tyson Foods, world’s second-largest meat processor)
I believe that in 30 years or so we will no longer need to kill any animals and that all meat will either be clean or plant-based, taste the same and also be much healthier for everyone. (Sir Richard Charles Nicholas Branson, business magnate)
It has begun to seem that the future of meat without animals is possible.
Veganism: Growth trends
The terms, “veganism” and “plant-based” have been top search trends in Google in 2017 and 2018.
There are a million vegans in the USA and Canada each, and 850,000 in the UK, half of whom are under the age of 35. These are broad statistics available on the Internet and the actual numbers could be much larger. Veganism has grown by 600% and 350% in the USA and UK, respectively in the last three years. These growth statistics follow similar patterns in other developed nations such as Israel, Australia, Canada, Austria, Germany, and New Zealand.
A comprehensive study has not been done in India yet but clearly, the buzz around veganism has grown tremendously over the last couple of years. One does notice a sharp increase in the number of people who identify themselves as vegan. Unlike in the past, veganism is less scoffed at. Giving up meat and animal products, and advocating for plant-based alternatives is something that is slowly picking up among celebrities and sportspersons as well.
How can I become Vegan in 2019?
If you are not a vegan yet, here are some resources you might consider to make the big switch:
The 21-Day Vegan Kickstart programme by PCRM (Physicians Committee for Responsible Medicine) is based on decades of research showing that a plant-based diet can help you reach a healthy weight and lower your risk for heart disease, type 2 diabetes, and other chronic diseases. The low-fat plant-based recipes are developed by chefs, dietitians, and experts in vegan cuisine. Within 21 days, you will start to see results and hopefully won’t look back!
Through Veganuary, one can take part in the vegan culinary adventure for the month of January. Did you know? An estimated 300,000 people have already pledged to try vegan this January!
Undoubtedly, undisputedly, SHARAN is one of the earliest and biggest vegan resource in India.
SHARAN (Sanctuary for Health and Reconnection to Animals and Nature) is an organization that is devoted to spreading awareness about holistic health and an ecologically sustainable compassionate lifestyle. SHARAN believes that all life on the planet is interconnected. By reconnecting, SHARAN believes, we can heal ourselves and the earth.
In conclusion
A child is born compassionate. Being compassionate, helping others, not causing pain and misery to others are basic lessons that children learn in the earliest stages of their lives. However, as we grow up, compassion gets selective through conditioning. Veganism helps us to reconnect with the general idea of compassion, reminding us that every living being, irrespective of species, deserves a safe and happy life.
In a way, veganism is a return to the ethics we were born with.
There is no better time to be vegan than today. We need to take responsibility and embark on the journey.
Veganism is the future just like slavery is the past.
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