NCBA pushes for clearer labels on lab-grown, plant-based protein
The National Cattlemen’s Beef Association is backing new legislation that would establish federal labeling standards for plant-based and cell-cultivated protein products, arguing consumers deserve clearer information at the meat case.
The Fair and Accurate Ingredient Representation on Labels Act, known as the FAIR Labels Act, was introduced in both the House and Senate with bipartisan support. The legislation aims to create consistent labeling requirements for alternative protein products, including those made from plants or grown from animal cells in a lab.
Under the proposal, lab-grown protein products would be required to carry the label “cell-cultivated protein,” while plant-based products marketed as meat alternatives would need to use the term “plant-based alternative protein.” The bill would also require disclaimers stating the products were not derived from a live animal in their final form.
“Currently, there is no federal statute for labeling cell-cultivated protein products in the marketplace,” said Gene Copenhaver, NCBA president and Virginia cattle producer. “For far too long, lab-grown protein companies have exploited the use of terms like ‘meat’ and ‘beef’ to describe their products, creating the potential for consumer confusion through misleading marketing. The FAIR Labels Act will establish a federal guideline for labeling cell-cultivated and plant-based alternative protein products, ensuring consumers can easily differentiate these products from real beef products produced by U.S. cattlemen and cattlewomen.”
The legislation would also direct the U.S. Department of Agriculture and the Department of Health and Human Services to revise their current memorandum of understanding and coordinate on standards of identity for alternative protein products.
NCBA Senior Vice President of Government Affairs Ethan Lane said the organization views the legislation as an important step in protecting transparency for shoppers.
“For years, lab-grown and plant-based protein products have used traditional beef labeling terms, creating confusion for consumers,” Lane said. “The FAIR Labels Act is a critical step toward protecting the integrity of real food animal products and ensuring consumers have clear, accurate information at the meat case.”
Supporters of the bill say the legislation is focused on consumer clarity as alternative protein products continue to expand in grocery stores and restaurants. The bill is sponsored in the Senate by Sens. Pete Ricketts of Nebraska and John Fetterman of Pennsylvania, while the House version is backed by lawmakers from several cattle-producing states.
“Americans deserve to know exactly what’s on their plate. As the representative of Texas’ top cattle-producing district, I’ve seen firsthand the hard work and high standards our ranchers and cattlemen bring to producing the best beef in the world,” said Texas Rep. Ronny Jackson. “For years, fake meat companies have exploited the reputation built by America’s cattle producers to mislead consumers and market fundamentally different products. The FAIR Labels Act ensures clear labeling of cell-cultivated and plant-based products, giving families the transparency needed to make informed choices about their food.”
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