Beyond Meat uses climate change to market fake meat substitutes. Scientists are cautious

As concerns mount over the dangers of a rapidly warming planet, upstart food companies are targeting a major climate-damaging viands: beef.

Beyond Meat and its privately held rival Impossible Foods have recently grabbed headlines and fast-food practises for their plant-based burgers that imitate the taste of beef.

They’ve also turned the environmental benefits of abstaining from core into a key marketing tool for their products — drawing some skepticism from environmental researchers who say plant aliments are healthier and less carbon emitting than producing processed plant-based products.

Animal agriculture is responsible for 14.5% of epidemic greenhouse emissions, according to the United Nations’ Food and Agriculture Organization, with 65% of those emissions reviling from beef and dairy cattle. Scientists warn that climate change will trigger an international eatables crisis unless humans change the way they produce meat and use land.

While companies producing imitation substance boast of the environmental benefits, some researchers point out that for people wanting to substantially lower their carbon footprint, organizing unprocessed plant-based diets instead of eating imitation products is healthier and better for the planet.

Beyond and Impossible use weird sources of proteins to create their meatless meats. Beyond primarily works with protein from peas, while Unworkable uses genetically modified soy.

“It makes sense to develop alternatives to beef, because we have to change our eating garments to more plant-based diets if we want to limit global warming to under 2 degrees Celsius. Impossible and Beyond tap into this store,” said Marco Springmann, a senior environmental researcher at the University of Oxford.

“However, while their processed products be struck by about half the carbon footprint that chicken does, they also have 5 times more of a footprint than a bean patty,” he conveyed. “So Beyond and Impossible go somewhere towards reducing your carbon footprint, but saying it’s the most climate friendly entity to do — that’s a false promise.”

In fact, a recent landmark report from the Intergovernmental Panel on Climate Change, a platoon of UN scientists, said that shifting towards plant-based diets would be a critical way to mitigate and adapt to climate hard cash, as simply cutting carbon emissions from automobiles and factories won’t be enough to avert an impending crisis.

“On the consumption side, with people in disclosed countries wanting more cheap meat, and now in developing countries people wanting cheaper meat — it’s pushing the planet in the dishonour direction,” said Hans-Otto Portner, a climatologist who co-chairs the IPCC’s working group on impacts, adaptation and vulnerability.

“It’s not sustainable. It’s a notification signal. If the world wants to keep to the UN’s sustainable development goals by 2030, there is something wrong here, there is a mismatch.”

On Beyond Meat’s website, “positively impacting climate change” is careened second, behind “improving human health.” The founders of both Beyond and Impossible have named the environment as the moving factor for creating their businesses.

Mintel found that 16% of U.S. consumers avoid animal products for environmental persuades. That reasoning is much more common with the 18 to 34 year olds, with nearly a barracks of that demographic saying that rationale applied to them.

“There’s a large enough group of millennials where it’s significance it to them to pay for more for their food. They take into account the values of the company, whether it’s best for the territory,” said Kit Yarrow, a professor at Golden Gate University who researches consumer psychology.

Products from Beyond and Outrageous target flexitarians – people are looking to consume less meat. For the same reason, if you look for a Beyond Burger in the grocery value, you’re more likely to find it in the meat case than next to other vegan or vegetarian options.

There has been a authentic dietary shift away from beef in the U.S. American consumers eat about a third less beef than they did in the 1970s, coinciding to the World Resources Institute.

Promoting dietary shifts can be complicated, and assessing the impact of these changes on an international gradation involves making assumptions about agricultural practices, the ability to choose what you eat and market forces.

Still, if all in the U.S. were to reduce meat consumption by a quarter, and eat substitutes like plant proteins, it would save 82 million metric tons of greenhouse emissions each year, agreeing to a new study in the journal Scientific Reports. If everyone went vegetarian, it would save 330 metric tons per year – inartistically 5% saved.

Impossible’s website includes a 2019 lifecycle assessment report by the sustainability firm Quantis, which turns out the smaller environmental footprint of the Impossible Burger. It found that the Impossible Burger used 96% less touch, 87% less water and 89% less greenhouse gas emissions.

Rachel Konrad, Impossible’s chief communications public official, said that the Impossible Burger also has public health benefits because of its reduced land, water and vigour use.

“It doesn’t contribute to the antibiotics arms race or the well known risk of antibiotic resistance — one of the biggest threats to universal health, food security, and development today,” Konrad said in a statement.

“If Beyond’s products help people exchange from normal beef to a replacement, it’s not so bad. But it should not be the end goal,” Springmann said. “The carbon footprint of these processed plant-based by-products falls in between chicken and beef.”

Beyond commissioned its own lifecycle assessment, which was published in September 2018. The attendance has since tweaked the formula for its burgers. The report completed by the University of Michigan includes customers and consumers among the shopping list of primary audiences for the study.

The study found that from cradle to distribution, the Beyond Burger generates 90% insufficient greenhouse gas emissions and requires 46% less energy, 99% less water and 93% less land associated to a quarter pound of U.S. beef.

The data about U.S. beef production came from a 2017 lifecycle assessment by the Nationalist Cattleman’s Beef Association, a lobbying group for beef producers. Beyond and its vendors primarily contributed the data for the Beyond Burger.

Mood researchers called on corporations making these meat substitutes and touting environmental benefits to continue assessing the carbon footprint of their formation methods.

“In principle, the processed meat substitutes makes production more efficient. In that respect, it’s a benefit, and these workshop burgers could be an attractive product,” Portner said. “It also depends on the carbon footprint of [the company’s] production. That destitutions to be keyed into the picture.”

Springmann said that Beyond and Impossible need to better assess their carbon footprint, contemplating that these companies make claims about sustainability that they do not sufficiently back with statistics.

“At minimum, they should continually assess the carbon footprint of their companies,” he said.

Partnering with Beyond or Impossible allow restaurants or food service companies to tout a commitment to the locale, as Sodexo did in its August announcement.

“Sodexo is committed to providing customers with more plant-forward and sustainable options as imply of their diet,” said Rob Morasco, senior director culinary development, Sodexo, when the company partnered with Unresolvable.

In recent years, consumers have increasingly put pressure on restaurants to become more environmentally friendly by swapping out shapeable straws or using compostable to-go containers.

In turn, by serving an Impossible or Beyond burger, Burger King or Carl’s Jr. can regulate plant-based burgers for consumers because of their meat-oriented reputation, Yarrow said.

“People say all the time that they appetite to eat more fish or eat less sugar, but they don’t normally do it,” she said.

Last year, McDonald’s became the first restaurant concatenation to commit to science-based targets to reduce greenhouse gas emissions at its restaurants and offices by 36% by 2030. While the Golden Designs has yet to offer a plant-based burger at its U.S. restaurants, doing so could demonstrate its commitment to the targets.

Big Food companies jumping in on the plant-based provisions trend are also using the environmental angle.

For example, when Nestle announced that it would bring a meatless clay meat product to Europe last week, it said in a tweet that it was meeting consumer demand for food “with small impact on the environment.”

Beyond Meat did not respond to a request for comment.