The European Parliament’s recent proposal to restrict the use of terms like “veggie burger” for plant-based alternatives has drawn sharp criticism, with industry leaders warning of economic damage and questioning the rationale behind the regulation. Tina Andres, chair of the German Federation for Ecological Food Production (BÖLW), denounced the move as “an absurd form of paternalism” that unfairly targets innovative businesses.
The proposed rules, aimed at preventing consumer confusion by distinguishing products with animal ingredients from entirely plant-based ones, are being viewed by many as a protectionist measure designed to shield traditional meat producers. Andres argues that such restrictions stifle innovation and penalize German companies that have successfully established themselves in the international market with high-quality meat substitutes.
Beyond the economic implications, the proposal raises fundamental questions about consumer rights and the evolution of language. Andres pointed out that certifications like “organic” are earned through demonstrated practices, suggesting a similar understanding has developed around terms like “vegan schnitzel” amongst consumers. “To deny them the right to use those labels now is to ignore the language consumers have adopted” she stated.
The BÖLW is now urging the German government to intervene, demanding they actively oppose the initiative within the EU Council. The pressure is mounting on Berlin to defend the interests of German businesses and challenge what is being described as an unnecessary layer of bureaucracy that could hinder the growth of a burgeoning sector. Critics suggest this regulation not only demonstrates a lack of foresight but also risks undermining the EU’s broader sustainability goals by disincentivizing the adoption of plant-based alternatives.