ProVeg urges EU to reject ‘meaty name’ ban on plant-based foods

ProVeg International has called on European lawmakers to reject new restrictions on the use of familiar 'meaty' terms for plant-based foods, arguing the rules would undermine innovation, block economic opportunities for farmers, and do little to improve transparency for consumers.

On Monday (8 September), the European Parliament’s Committee on Agriculture and Rural Development adopted a proposal tabled by French MEP Céline Imart to reserve terms such as burger, sausage, steak, escalope, and egg yolk exclusively for products made from meat. The amendment was folded into a targeted revision of the Common Market Organisation (CMO) regulation and passed with a majority in the committee. It now heads to a vote in the full European Parliament, likely to take place in October.

Imart’s proposal ties the restrictions to EU Regulation 1169/2011 on food information to consumers. Supporters say the change would end what they see as misuse of well-known meat terms in marketing plant-based products and ensure 'fairness' in the food supply chain.

Groups such as Farm Europe and Eat Europe, representing parts of the farming and food industries, welcomed the committee’s decision. They described it as a step forward in reinforcing the distinction between traditional meat products and what they call “imitations.” In their view, banning the use of meat names on alternatives would prevent misleading marketing, protect livestock farmers, and give consumers clearer choices.

But critics, including NGOs and the plant-based sector, say there is no evidence that shoppers are confused. ProVeg International stressed that surveys consistently show consumers understand what they are buying when they pick up plant-based sausages or burgers. “We encourage policymakers to support Europe’s farmers and enhance the economies of EU states by ensuring that the marketing of plant-based foods is balanced and transparent. In particular, we encourage clarity in labeling rather than restriction,” commented Jasmijn de Boo, Global CEO of ProVeg.

De Boo argued that the growth of plant-based foods can benefit the entire agri-food chain, not least farmers who produce raw materials such as pulses, soy, wheat, fungi, nuts, and vegetables. Many of these crops are already widely grown in Europe and are central to developing alternative proteins. “Whilst the proposal was put forward as a means to strengthen farmers’ position in the food supply chain, it is farmers who will benefit from the promotion of plant-based foods, and increasingly so as the market develops and more ingredients for plant-based foods are grown in Europe,” she said.

ProVeg also emphasized the environmental and health context. “As the plant-based food market continues to grow, EU policies should support its development, for the benefit of the European economy and to help the EU meet its goals to restore the bloc’s environment and reduce its emissions,” de Boo said.

The European Vegetarian Union (EVU) has also spoken out against the Agriculture Committee’s decision. It described a “disconnect” between citizens’ needs, scientific advice, and the priorities reflected in the vote. EVU warned that banning plant-based use of terms like burger or sausage would cut against the EU’s goals of promoting innovation, reducing bureaucracy, and boosting food security. It pointed to research showing consumers are not confused and said restricting familiar labels could in fact make shopping less transparent.

In a statement, Rafael Pinto, Senior Policy Manager at EVU, underlined that “there is no data to support the argument that consumers are confused by plant-based burgers, sausages, or any other alternative.” He warned that prohibiting the terms would not only hold back companies developing new foods but also harm European farmers supplying ingredients such as peas or soy.

The debate over plant-based naming rules has been running for years. In 2020, the European Parliament rejected a similar proposal to ban meat-related terms, following significant public opposition and lobbying by NGOs and industry groups. At the end of 2024, the European Court of Justice also struck down a French national measure banning meat names on plant-based products, ruling that EU legislation already provides sufficient safeguards against misleading labeling.

The current momentum comes against a backdrop of broader regulatory activity in Brussels. In July, the European Commission proposed its own revision of the CMO regulation, which would prohibit 29 terms for plant-based foods. Unlike Imart’s amendment, the Commission’s draft does not include burger, sausage, or steak but does target words such as chicken, pork, and bacon when used on plant-based products. That proposal is expected to reach the Parliament in 2026.

Farm Europe and Eat Europe argue that the Commission’s proposal does not go far enough. They view words like burger, sausage, and steak as among the “most commonly misused names” for marketing alternatives and are pressing for stronger protections. The groups say future legislation should not only ensure a fairer economic environment for farmers but also empower consumers to make “fully informed food choices – particularly regarding nutritional value and processing levels.”

ProVeg, by contrast, frames the issue in terms of opportunity and resilience. It stresses that expanding plant-based demand could support European farming by opening higher-value markets and by encouraging cultivation of crops that improve soil health and reduce fertilizer use. “The value of traditional meat products will still be recognised whilst, at the same time, the distinctive and innovative nature of plant-based products are valued,” de Boo said.

She added that Europe’s leadership in sustainability depends on embracing innovation in food systems. “We are living in challenging but exciting times for food systems and by actively promoting the plant-based sector, we can address the climate crisis in a way that benefits the EU’s economy, its farmers and the health of its citizens,” she said.

The outcome of the October vote in the European Parliament will determine whether the Agriculture Committee’s proposal proceeds to negotiations with the Council of the EU and the Commission. Together with the Commission’s separate initiative, the debate is set to shape how plant-based foods are marketed across the bloc in the years ahead.