Priyanka “Pri” Srinivas, founder and CEO of The Live Green Co, has written a special guest article for Vegiconmist here, sharing her thoughts on why companies in the health food industry need to get on board with clean label products.
Attitudes towards healthy eating are changing significantly worldwide, with a general “green” trend moving towards a more plant-based and sustainable diet.
It was shown that plant-only eating doubled in continental Europe between 2016 and 2020, and another report showed that the number of vegetarians in the United States increased by 500% during the same period.
While it is important that this “plant revolution” retains its authenticity and credibility, even vegan ‘meat’ may fall into the newly recognized category of ‘ultra-processed’ foods, which are associated with the same health risks as eating red meat. and fried foods.
For plant-based eating to have a genuine commitment to sustainability and health, regulations need to be in place to protect consumer safety. This demonstrates a growing need for “clean label” products or products that are truly whole pants but without harmful chemicals and additives. But what exactly is a “clean label” and how can we verify it?
In the following articles, we’ll help define what’s lacking (and unfortunately not lacking) in plant-based food products, why we should move to cleaner labels, why all-plant products are the next necessary step in the plant revolution, and how foodtech innovation is driving this new standard in the food industry. will help
Why plant-based ingredients are only the first step in the plant food revolution
In a study of 9,300 Americans, researchers found that people ate an average of 2,079 calories per day, with 58% coming from ultra-processed foods. Unfortunately, the UK population is not far behind, with 56% of the average person’s diet coming from ultra-processed foods.
These startling statistics probably have a lot to do with the fact that many ingredients in modern-day products are confusing with long, tongue-twisting names that the average person doesn’t understand. In fact, nearly 64% of consumers would be willing to switch to another food product if they understood its ingredients, and more than half (54%) would pay more for a food product they understood or recognized.
For those trying to be more plant-based, this problem is compounded by the fact that fake meat can contain more than 50 chemicals — the same chemicals used by their meat counterparts. This makes it important to remember that although plant-based meat alternatives may seem more organic at first glance, they are produced in factories just as much as animal-based products. According to Consumer Freedom, a nonprofit organization dedicated to promoting personal responsibility and protecting consumer choices, the top chemicals and additives found in plant-based foods are:
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Tertiary butylhydroquinone (TBHQ) is a synthetic preservative that prevents discoloration in processed foods. The FDA limits the amount of TBHQ allowed in foods because studies in laboratory animals have found a link between TBHQ and cancer.
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Magnesium carbonate is used in foods to retain color. Unfortunately, it is also used in flooring, fireproofing and fire extinguishing compounds.
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Erythrosine (Red #3) is an artificial food coloring. The FDA banned the use of red #3 in products such as cosmetics in 1990 after high levels of the substance were linked to cancer, but it can still be used in protein substitutes such as meat.
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Propylene glycol is an odorless, colorless liquid used as a food moisturizer. It is also used as e-cigarette liquid and is the primary ingredient in antifreeze.
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Ferric orthophosphate, also called iron phosphate, is a chemical used to fortify foods. It is also used as an insecticide to kill slugs and snails.
What’s more, some popular plant-based food companies have an assortment of chemicals, additives, and volatile ingredients in their products. Although they’ve made amazing strides in the plant-based food space, the Chilean company NotCo still uses ingredients like canola oil, which is genetically modified for planting. Worse, the spray fertilizers and pesticides used in non-organic canola oil are often washed into the marine environment by rain and harm aquatic life.
Additionally, in an interview, Beyond Meat CEO Ethan Brown claimed that the company “takes and recreates amino acids and fats from other sources” in their products, according to Consumer Freedom. This is without an explanation of how (or even from where) this replacement occurs. Many of their products contain harmful dipotassium phosphate, potassium chloride, titanium dioxide and maltodextrin.
It’s no surprise, really, that it was found that 63% of plant-based consumers are looking to buy less processed options and more options made with whole foods like vegetables – showing why all-plant and “clean label” products are needed. becomes a prerequisite.
All-plant, allergen-free and 360° green options are needed
As it turns out, a double standard seems to be emerging in the plant-based food industry. While the European Union has rejected a ban on meat substitutes and approved a ban on vegan dairy products, as far as the EU is concerned, “veggie burgers” are signed, sealed and approved by governments, but companies are restricted in their use. “Cheese” and “yogurt”. At the same time, this report shows that 6 in 10 plant-based consumers would eat more meat alternatives if they were less processed.
To avoid this catch-22 situation, industry standards are changing and clear labels are becoming the new expectation in the health food sector, not only out of necessity, but also due to generational changes.
According to a 2020 report by First Insight, 73% of surveyed Z consumers are willing to pay more for sustainable products, more than any other generation. And, despite being the youngest group with many still in school, they were the most willing to spend on extra costs, with 54% saying they would pay more than a 10% price increase for a sustainably made product.
This shows that people are not only looking for plant-based food products, but also sustainable ones – igniting a trend to demand transparent labels and healthier, cheaper and safer food products. Basically, a clean label product isn’t a specific food certification in the sense that it’s organic or gluten-free, but rather it means using food ingredients that are recognized and short, otherwise known as authentic ingredients that are grown on Earth in a lab. Shining, creating a new standard of all-plant, allergen-free and 360° green food products.
Let’s take a look at the food tech businesses that have worked to make clean-label foods accessible and affordable for everyone, and how their innovations have made all the difference in distinguishing clean-label and other plant-based products.
The solution lies in foodtech innovation
With the food technology market forecast to exceed $342 billion by 2027, food technology businesses will need to look to 2022 to meet this appetite for high-quality clean-label foods. Plant-based food products have made great strides in the food industry’s plant revolution, and while finding meat alternatives was a great start, the need for products with fewer additives, chemicals, and allergens is growing.
Artificial intelligence can help companies swap out chemicals with natural alternatives to keep important and clean labels credible. According to a report by McKinsey, the main ways emerging applications in AI will disrupt the food industry are by improving efficiency in farming practices, reducing food waste and using biotechnology to help restore nutrients. These insights can go even further while helping to stabilize AI as organizations play a critical role in transitioning to a circular and more sustainable food system—improving and revolutionizing the way food is grown, harvested, distributed, and enjoyed.
To continue this momentum and begin the next phase of the plant-food revolution, this standard must be the prerequisite for all-plant and clean label products. This is where technology can really shine in the food space, removing the smoke and mirrors of “plant-based” food to reveal a cleaner and less chemical-laden path to healthier and more sustainable food for all.
Priyanka Srinivas is the founder and CEO of The LiveGreen Company.