RFK Jr.’s war on processed foods: what it means for plant-based companies

Robert F. Kennedy Jr.'s appointment as Secretary of Health and Human Services (HHS) on 13 February 2025, following a narrow senate vote of 52-48, has ignited discussions about the future of the USA's food policies, particularly regarding ultra-processed foods and their impact on public health. His 'Make America Healthy Again' initiative places a strong emphasis on reducing the consumption of ultra-processed foods, which he believes are a key driver of the nation's chronic disease epidemic. This stance could have significant implications for the plant-based food industry, especially for products that fall under the ultra-processed category.

Kennedy has been vocal about the detrimental effects of ultra-processed foods, advocating for their removal from school cafeterias and restrictions on their purchase through assistance programs like SNAP. He argues that the prevalence of these foods contributes to rising rates of obesity, diabetes, and other chronic health conditions. His approach includes banning certain food additives, overhauling the FDA's nutrition guidelines, and implementing clearer labeling to inform consumers about the contents of their food. According to a report from Reuters, Kennedy’s policies could lead to sweeping changes in how food is regulated in the USA, affecting everything from school lunch programs to supermarket labeling standards.

The definition of ultra-processed foods, however, remains ambiguous and contested. The NOVA Food Classification System describes ultra-processed foods as products made from substances not commonly found in culinary preparations, often containing additives to enhance flavor, color, and shelf life. Some plant-based meat and dairy alternatives fall into this category due to their manufacturing processes, which involve combining plant proteins, fats, and other ingredients to replicate the taste and texture of animal products. While these products offer environmental benefits and cater to those seeking to reduce their consumption of animal products, their inclusion in the ultra-processed category could subject them to increased scrutiny and regulation under Kennedy's policies.

Industry leaders in the plant-based sector are already responding to these concerns. Ethan Brown, CEO of Beyond Meat, acknowledged the challenges posed by the ultra-processed label but emphasizes the health and environmental advantages of plant-based meats over traditional animal products. He argued that with proper education and transparency, plant-based foods can align with health-focused agendas. In an interview with Wired, Brown stressed that the plant-based industry must proactively counter the negative connotations of processing by highlighting nutritional benefits and sustainability metrics.

With Kennedy at the helm of HHS, several regulatory changes affecting plant-based foods could emerge. The Food and Drug Administration (FDA) may implement stricter labeling for ultra-processed foods, potentially requiring warnings or disclosures about processing levels, which could impact consumer perceptions of plant-based alternatives. His initiative to remove processed foods from school nutrition programs could lead to the exclusion of plant-based meats and dairy alternatives unless they meet specific nutritional standards. A push to limit SNAP purchases of ultra-processed foods could also reduce access to plant-based options for low-income individuals who rely on these programs. Furthermore, a crackdown on certain additives commonly used in processed foods might necessitate reformulations of plant-based products to comply with new standards.

As the regulatory landscape shifts, the plant-based food industry may need to adapt by reformulating products to be less processed and using whole-food ingredients that appeal to health-conscious consumers and comply with new regulations. Companies may also need to invest in transparency initiatives, providing clear information about ingredient sourcing, processing methods, and nutritional benefits to shift consumer perceptions and align plant-based products with health-oriented policies. Some in the industry have already begun advocating for clearer definitions of processing levels, arguing that not all processing is inherently unhealthy and that some techniques, such as fermentation, enhance nutritional value rather than diminish it.

Looking ahead, Kennedy's anti-processed food stance could lead to a transformation of the plant-based food sector. There may be a surge in demand for minimally processed plant-based products, encouraging companies to expand their offerings beyond meat and dairy analogs to include more whole-food-based alternatives. Increased investment in research and development could drive innovations in plant-based food processing and ingredient sourcing to meet evolving consumer expectations and regulatory standards. At the policy level, the industry may engage with regulators to establish clear definitions and standards for processing levels, ensuring that health benefits and environmental impacts are considered in policy formulations.

While Kennedy’s focus on reducing ultra-processed food consumption aims to address public health concerns, it is crucial that his policies do not inadvertently stifle innovation in plant-based foods, which offer significant sustainability and health benefits compared to conventional animal products. The plant-based food industry stands at a crossroads, with an opportunity to evolve in response to shifting policies and consumer preferences. Whether the outcome leads to more restrictive regulations or a renaissance in clean-label plant-based foods will depend on how policymakers, industry leaders, and consumers navigate the changing food landscape.

(Main photo courtesy of Ringo Chiu/Shutterstock.com)