Cattlemen are upset by a new wave of vegetable substitutes for meat, and well they should be.  The plant-based food is getting better all of the time and now is nearly indistinguishable from meat.  Ranchers are banding together to lobby state legislatures to require labeling laws.  They want meat from cattle clearly marked and vegetable-based products assigned a status that is something else. They don’t like the competition.  It is inevitable, however, that foods like the Impossible Burger 2.0 will cut into red meat consumption.  It is better for you. Stock-growers aren’t taking the challenge lying down.  They have mounted marketing campaigns to tout the quality and taste of red meat, and they are trying to persuade American consumers to put more of it on the table.  It used to be their foe was chicken and to some degree pork.  They are hemmed in on all sides now.  It will be interesting to see what they do to survive.

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