Plant-based meat alternatives, including patties that mimic beef in taste, appearance, and texture, are becoming more common on menus. These products, made from soy, pea protein, and other ingredients, aim to cater to vegans, vegetarians, and those seeking meat substitutes.
Impossible Foods, a leading American plant-based meat company, is rebranding to broaden its appeal. The company announced in March that it would change its green cardboard packaging to red, hoping to attract meat-eaters by appealing to their “carnivorous cravings.”
However, the plant-based meat industry faces significant financial challenges. Major brands like Impossible Foods and Beyond Meat are experiencing declining revenues, and some, like vegan chicken nugget maker Nowadays, are going out of business. Impossible Foods’ private share value has plummeted by 89% since 2021.
One reason for the industry’s struggles is its political associations. Many consumers link plant-based meat with veganism, animal rights activism, and left-wing politics. Impossible Foods CEO Peter McGuinness acknowledged in 2023 that the company has an elitist image and is trying to distance itself from “wokeness” with the rebranding effort.
The political symbolism of food plays a powerful role in these perceptions. In the polarized U.S. political climate, plant-based meats and traditional meats have become symbols in a broader ideological battle. For some conservatives, an Impossible burger represents more than just a soy patty; it is seen as a challenge to their values and way of life.
Economic factors also contribute to the divide. Plant-based meat products often cost two to three times more than animal-based meats. According to Gallup, higher-income individuals, younger people, and suburban residents are most likely to try plant-based meats. These products are less likely to be found in rural stores but are common in urban locations like Whole Foods.
Conservative commentators have amplified the cultural divide. Tucker Carlson’s 2022 documentary featured the Raw Egg Nationalist, who claimed that companies like Impossible and Beyond are part of a “soy globalist” conspiracy to undermine meat consumption and weaken the population. Similar sentiments have appeared in right-wing media, framing plant-based meats as an elitist plot.
This is not a new phenomenon. Food has long been a political symbol. In the 1800s, European colonial powers used the stereotype of East Asian men as “effeminate rice eaters” to justify their dominance. During the Iraq War, some Americans renamed french fries “freedom fries” to protest France’s opposition to the conflict.
More recently, derogatory terms like “soy boys” have been used to mock men who consume soy-based proteins. In response to initiatives promoting meat reduction, Iowa Sen. Joni Ernst proposed a ban on Meatless Mondays, framing it as part of the “Left’s War on Meat.”
Rebranding alone is unlikely to overcome the deep-seated political and cultural opposition to plant-based meats. While packaging changes might slightly influence consumer behavior, they cannot address the underlying ideological resistance.
The connection between food choices and political identity remains strong in the U.S. During the 2012 election, analyst Dave Wasserman noted that Senate control could hinge on the preferences of Cracker Barrel diners versus Whole Foods shoppers. This division persists, as evidenced by the backlash Cracker Barrel faced in 2022 when it introduced an Impossible sausage patty.
For many conservatives, plant-based meat substitutes symbolize “Big Government” and a threat to individual freedom. At the 2019 Conservative Political Action Conference, Sen. Ted Cruz joked about PETA supporting Republicans because Democrats “want to kill all the cows.” Similarly, former President Donald Trump suggested in 2020 that the anti-meat movement was a direct threat to Americans.
A 2021 survey found that 44% of Republicans believed there was a movement to ban red meat in the U.S. This belief ties into the broader right-wing conspiracy theory known as “The Great Reset,” which posits that elites are weakening the population to exert control.
In conclusion, while Impossible Foods’ rebranding efforts might attract some new customers, they are unlikely to bridge the deep ideological divide. The “Meat Culture Wars” will persist as long as plant-based meats are seen as symbols of a larger cultural and political conflict.
