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Author: Mariana Lamas, Research assistant, Centre for Culinary Innovation, Northern Alberta Institute of Technology
In 2019, Burger King Sweden released a plant-based burger, the Rebel Whopper, and the reaction was underwhelming. So, the company challenged its customers to taste the difference.
Burger King Sweden created menu item where customers would have a 50-50 chance of getting a meat burger or a plant-based one. To find out, they had to scan the burger box in Burger King’s app. The results: 44 per cent guessed wrong customers couldn’t tell the difference.
Plant-based meats are products designed to imitate meat. While earlier products like tofu and seitan were meant to replace meat, newer products are trying to mimic its taste, texture, smell and appearance. Plant-based burgers, ground meat, sausages, nuggets and seafood are now in grocery stores and on restaurant menus. They aim to redefine our understanding of meat.
Food Industry Executive
Western Canadian provinces are sitting on 1.7 million acres of agricultural land that is ideally suited for the agriculture of protein-based pulses such as lentils, chickpeas, peas, fava beans, soy, and canola. Thanks to technological advances in protein fractionation, the country is poised to become the key global supplier of plant-based protein used in the development of food products worldwide such as Beyond Burger or non-dairy milk products. With a present market capitalization of $8 billion, the exponential demand of plant-based protein products means that the sky is the limit when it comes to future sources of revenue for Canada, the Province of Alberta, and smaller communities such as Parkland County, located 20 km west of the City of Edmonton.
Many people are making changes to their diets to eat healthier or in a more environmentally friendly manner. They might choose to eat less meat, less sugar or even adopt an entirely vegan diet. A growing number, however, are choosing a plant-based diet that focuses on foods that come from plants, but may still include animal products, such as meat or cheese.
American biochemist Thomas Colin Campbell coined the term “plant-based” in the 1980s to better explain his research on diet and nutrition. The term surged in popularity in 2016 when Campbell’s book
Since then, plant-based foods have taken the world by storm. They are everywhere: fast-food chains, restaurant menus, grocery stores, social media, food blogs and on your plate. The global plant-based food market is predicted to reach a market valuation of US$38.4 billion by 2025. In the United States alone, the number of plant-based products available increased 29 per cent between 2017 and 2019.