Plant-based meat manufacturer Upton’s Naturals and the Plant Based Foods Association (PBFA) have sued, challenging an Oklahoma meat labeling law which goes into effect on Nov. 1.
The law, which is backed by the Oklahoma Cattlemen’s Association, would require labels to include a disclaimer stating, “in type that is uniform in size and prominence to the name of the product,” that the product is derived from plant-based materials. The label would require “vegan” or “plant-based” in the same size font as “meat,” “beef,” or “bacon.”
The plaintiffs argue, “There is no legitimate reason for this oversized warning requirement, which treats plaintiffs’ healthy products like cigarettes or alcohol.” Michele Simon, PFBA executive director, argues their labels make it perfectly clear that they are vegan, and consumers are paying a premium price solely for that reason.
