Leave No One Behind, Not Even the Animals

The sustainability agenda is a modern-day exercise in global ethics. Why then is animal welfare an absent policy within the ethical framework? Why do we continue to see farm animals only as food-related commodities? In this chapter, these issues are explored using case studies to support the emotional complexities of animals as well as the recent legal developments in animal personhood rights. The purpose of this chapter is to establish a logical and ethical argument to push the animal welfare agenda forward within the sustainable development conversation and provide a useful tool for future policy frameworks. This chapter is comprised of a comparative research methodology with the objectives to analyze, compare and contrast secondary research, and use case studies to establish an argument for the inclusion of animal welfare as an independent thread of human rights and provide implications for new meat alternatives together with recommendations for government and policymakers.

Market for Plant-Based Meat Alternatives

Shifting consumer preferences towards meat alternatives can be attributed to the factors such as health and ecological benefits, as well as meat adulteration. Increasing consumer demand for better grade of meat alternatives is also expected to boost the market growth in the near future. Protein sources from maize, peas, rice, and chickpeas are anticipated to witness significant growth and new developments. Alternatives such as bean curd or wheat gluten are expected to be the beneficial source of protein and phosphorous. This can be attributed to the fact that 50 g of vital wheat gluten in combination with water produces 2 ounces of gluten in a solid form, which further comprises of nearly 38 g of protein in each serving. However, factors such as the higher cost of meat substitutes inhibit the market growth, particularly in developing economies, wherein the dietary awareness is expected to be lower. Further factors, related to gluten intolerance and soy allergy, are also anticipated to restrain the market growth. This chapter includes a market study of meat alternatives across the world based on analyzing, estimating, and forecasting for the 2015-2025 period. Market determinants of the meat alternatives market are also explored to analyze market drivers, restraints, challenges, opportunities, trends, and developments. The competitive landscape section includes information related to key market players with an overview of product portfolio and strategic initiatives.

From “Yucky” to “Yummy”

Worldwide, a growing range of meat alternative products are being developed and introduced in the market, taking advantage of the increasing health and environmental concerns, technological advances, and the overall rising profile of meat-free diets. This chapter reviews market research and academic literature to identify the market drivers and barriers that will affect the future of new meat alternative products, from a business, consumer, and policy perspective. Key barriers discussed include lower perceived quality, increasing competition, unrealistic consumer expectations, and ineffective marketing strategies. On the other hand, raising the profile of meat alternatives, technological advances, and increasing interest from consumers, investors, and policymakers can support the market success of meat alternatives. The chapter concludes with a discussion on the way forward and the strategies and interventions that can lead to a stronger position of meat alternatives in the food market.

Reconciling Not Eating Meat and Masculinity in the Marketing Discourse for New Food Alternatives

Traditional hegemonic masculinity can be traced on the typical man's plate where meat represents the centerpiece. Meat consumption dominates the current marketing discourse which builds on masculinity to reinforce the stereotyped gender-based diets. In light of scientific evidence about the detrimental impacts of meat consumption on human wellbeing and environmental health, this chapter argues that men are at the crossroads where the concept of masculinity is being redefined. Their social role is similarly changing with new expectations for more sustainable diets which call for plant-based food choices and possibly lab-grown meat. Some men are endorsing these imperatives while others continue to succumb to social inertia. A new marketing discourse is needed which reconciles masculinity with not eating meat and encourages a transition to alternative dietary choices that are better for personal health, allow improved use of the planet's resources, and have less impact on climate change.

Is There a Future for Cattle Farming?

Humans have relied on cattle for production of food and work, as a source of capital, for dung, for fuel, building, and many other uses, for a period of about 10000 years. As a result, cattle biomass is now approximately twice that of humans on the planet. However, in the face of diminishing natural resources for the expanding human population and evidence of livestock pollution, cattle farms are currently criticized widely for their inefficient use of resources, the poor cattle welfare in modern farming systems, and their impact on human health amongst other problems. This chapter explores the reasons why cattle farming may ultimately cease in response to these issues. The replacement of cattle on farms began in the industrial revolution, when traction engines superseded many cattle in field operations. However, the replacement of cattle as food products is only now beginning to accelerate. The acceptability of alternative milks is growing rapidly and that of alternatives to meat products is also increasing. However, the major advance in replacing bovine meat products is under development in the laboratory as cultured meat, grown from a biopsied muscle sample on an edible scaffold in a nutrient media. Significant investment has been made in the process, which is technically feasible but is currently too expensive. This chapter explores current concerns about cattle farming as well as current difficulties in the development of meat alternatives, such as plant-based and clean meat. Through this exploration, the authors examine the potential for cattle farming to survive in the wake of alternatives offered by advanced food technology. Given anticipated success in bringing suitable alternative products to the market, most of the functions of cattle in developed countries are likely to be replaced. The process in developing countries will be much slower. Nonetheless, the authors anticipate that ultimately—perhaps in the far future—food technology developments will end the reliance on traditional cattle farming practices.

What's New?

The “new market” for meat alternatives promises meaty profits and attracts enormous interest by consumers and investors alike. In this chapter, the historical development of meat alternatives is reviewed in an attempt to identify what is “new” about this particular market in the United Kingdom as an example of a Western country. Beginning in Victorian England, through the Wars into the 21st century, the societal background and developments leading into various episodes of markets for meat alternatives are discussed. Together with a description of the “new” market, historical continuities and current opportunities are outlined. It is concluded that health, environment, and business opportunities have played an important role throughout the history of the market, but the significance of this market in the commercial world is new.

Understanding Edible Insects as Food in Western and Eastern Societies

In the forthcoming decades, insects might become an important alternative protein source for human consumption. However, what do consumers think about eating insects? The answer is still not very clear, and large differences exist between Western and Eastern societies. While the former has never really experienced edible insects as food, (some) Eastern countries have already practiced entomophagy for a long time. To better understand consumers' perception in both types of societies, a literature review was carried out. The results show that in the Western countries, the consumption of edible insects will depend primarily on availability in the market (i.e., regulatory framework and industry), product category (i.e., processed or unprocessed, familiar or unfamiliar), communication, and marketing. Nonetheless, more research studies are needed to explore Eastern consumers and the development of the edible insect market and industry in Asian countries.

Nutritional Properties of Edible Insects

Insects are the biggest animal group on earth. They constitute as much as 80% of the animal kingdom. Over 2000 species of insects are consumed in Central and South America, Africa, Asia, Australia, and New Zealand. Currently almost 1 billion people on this planet suffer from hunger, and we must strive to increase the efficiency of food production. One of the possible solutions is to use insects as a source of food. An important advantage of insect production is the high environmental safety compared to conventional livestock. Conventional animal husbandry is responsible for at least 18% of total greenhouse gas emissions and large consumption of drinking water. A much smaller amount of water is used to produce insect meat and insects require far less feed. Production of insect protein requires much less land and energy than the more widely consumed forms of animal protein. The nutritional usefulness of edible insects varies depending on the species, on the stage of development of the insect and the method of breeding and feeding. Insects have a high nutritional value. They are a rich source of protein which includes all eight essential amino acids (phenylalanine, isoleucine, leucine, lysine, methionine, threonine, tryptophan, and valine). Edible insects contain on average 10-30% of fat in dry matter and they are good source of edible oil which contains more than 50% of polyunsaturated fatty acids (PUFA) desirable for nutritional and health reasons. The average energy value of edible insects is about 400-500 kcal/100g of dry matter. Insects also contain a variety of water soluble or lipophilic vitamins and minerals. Their consumption can build a well-balanced diet. Insects can be regarded as safe, if properly managed and consumed, but international food regulations are needed.

Normality, Naturalness, Necessity, and Nutritiousness of the New Meat Alternatives

In the West, meat is acceptable, tasty, delicious, palatable, and enjoyable. It has a well-established position in the consumers' food habits shaping the taste of the affluent eating culture and accepted as normal, natural, necessary, and nutritious. Although recent scientific evidence recognizes that meat has a high negative environmental impact, there is still lack of attention on the fact that we live on a planet with limited resources which need to be preserved. Part of this is a transition to more sustainable consumption habits and diets. This chapter examines the social readiness and acceptability of new meat alternatives as normal, natural, necessary, and nutritious amongst Gen Y and Gen Z consumers. It concludes that a reduction in meat consumption should be an essential part of creating a more sustainable diet in light of the projected increase of the world population, expected human health benefits, and improved environmental wellbeing of the planet.

Soybeans Consumption and Production in China

China is the world's top consumer and largest importer of soybeans used as human food and livestock feed. Since the 1980s, China's meat consumption has been growing despite this being an inefficient way of feeding the world's largest population. It diverts resources which can be used directly for human consumption. If the Chinese people were to maintain or expand their high consumption of soybean-based foods instead of switching to a meat-rich diet, greenhouse gas emissions would be reduced, and natural resource use improved. This chapter examines the trends in soy consumption and production in China and explores people's dietary preferences for soybeans, including concerns about the import of genetically modified soybeans. Without diverting soybeans to animal feed, the demand for them will decrease and will make China more self-sufficient. This study also provides educational guidance about the health benefits of plant-based foods and environmental damage associated with high consumption of animal-based products.