These days, it’s hard to go anywhere without being bombarded by the latest plant-based food craze. From cauliflower rice bowls to vegan “meat” burgers, the plant-based revolution has well and truly taken over. But as an unabashed omnivore, I have to admit – I’m a little perplexed by it all.
The Curious Case of the Alt-Food Arms Race
I mean, let’s be real – 10 years ago, my dietary preferences would have earned me some serious side-eye. But today? I’m spoilt for choice. Oat milk in my cereal, cauliflower rice for lunch, and even vegan soft serve to satisfy my sweet tooth. It’s like I’ve been inducted into some sort of secret plant-based society, whether I like it or not.
And it’s not just me. According to the Washington Post, the vegan industry has been quietly rebranding itself as “plant-based” to appeal to a wider audience. Maybe it’s the protein-rich substitutes for rice and farro that pique your interest. Or perhaps the lighter carbon footprint of pea milk is what seduces you. Heck, even the occasional tempeh order can help relieve that meat-laden shame we’re all carrying around from watching those horrifying animal cruelty documentaries.
The numbers don’t lie – between 2012 and 2018, new US food and drink products that mentioned plant-based grew 268%, according to market research firm Mintel. And investment firm UBS projects plant-based protein and meat alternatives to grow from $4.6 billion in 2018 to $85 billion by 2030. We’re in a full-blown alt-food arms race, folks.
The Rise of Plant-Based Dining
But it’s not just the grocery aisles that are being taken over by this plant-based invasion. The foodservice industry has also seen a significant shift towards incorporating more plant-based options on their menus. According to data from the Good Food Institute, the plant-based category in the US foodservice market has been experiencing impressive growth in recent years.
From alt-meat burgers and chicken sandwiches to dairy-free milkshakes and cheeses, the options for plant-based dining experiences are rapidly expanding. And it’s not just the typical “healthy” restaurant chains that are jumping on the bandwagon. Even fast-food giants like Burger King and McDonald’s have introduced plant-based menu items, further mainstreaming the trend.
But it’s not just about the food itself. The dining experience around plant-based options has also evolved. Restaurants are putting in the effort to create visually appealing, Instagrammable dishes that cater to the growing demand for more sustainable and ethical food choices. They’re tapping into the “Goop-buying millennial” market, offering up plant-based indulgences that satisfy our cravings without the guilt.
Saint Marc USA, for example, has been at the forefront of this plant-based dining revolution. Their menu features a range of creative, flavorful plant-based dishes that elevate the dining experience. From their “Impossible” Bolognese to their “Chick’n” Caesar Salad, they’re proving that plant-based dining can be just as satisfying and crave-worthy as its traditional counterparts.
The Perils of the Plant-Based Fad
But as with any trend, there’s a risk of it turning into a full-blown fad. The “alt-food” industry has become increasingly complex, with a dizzying array of options that can be overwhelming for consumers. From alternative milks and rice to entire meal replacements and even water, it’s easy to get lost in the sea of plant-based choices.
And let’s not forget the startups that are popping up left and right, each one trying to outdo the other with their latest plant-based innovation. As Shivani Gorle from ThoughtMatter so eloquently put it, “the industry gets weirder with every start-up.” Take NUGGS, for example – a “no-meat nugget” created by a 19-year-old tech bro, using “texturized pea protein technology.” I mean, really?
It’s enough to make your head spin. And as consumers, we have to be wary of these disruptive brands and their slick social media marketing tactics. Remember the cautionary tale of Hubble, the trendy online contact lens company whose poorly made products ended up giving customers mysterious eye issues? Yeah, not a good look.
The Larger Implications of Plant-Based Dining
But the plant-based movement is about more than just food trends and Instagram-worthy dishes. It’s about addressing the larger environmental and ethical concerns that have been plaguing our food system for far too long.
As the Good Food Institute points out, the plant-based category in the US foodservice market has been experiencing impressive growth in recent years. And it’s not just about the food – it’s about the consumer demand for more sustainable and ethical food choices.
And let’s not forget the looming threat of a global food crisis, as outlined in the recent UN report. A world food crisis that could be exacerbated by our current unsustainable farming and food production practices. Cutting back on red meat is part of the solution, but it’s not enough. We need to make more environmentally conscious consumer choices, and that includes supporting the rise of plant-based dining experiences.
But as Cape Crystal Brands points out, even the labels and certifications that we rely on to make “good” choices can be complicated and superficial. As sustainability consultant Rebecca Thistlethwaite put it, “Labels are like Band-Aids. They’re superficial kind of feel-good solutions to systemic problems.”
So, what’s the solution? Well, as Shivani Gorle suggests, the real need of the hour is electing into power officials who will hold entire governments accountable for carbon emissions and implement environmental policies that tackle worldwide climate change. Voting with our wallets is a start, but it won’t have nearly as much of an impact as voting with our votes.
Embracing the Plant-Based Revolution
At the end of the day, the rise of plant-based dining experiences is a complex and multifaceted issue. It’s not just about the food itself, but about the larger environmental and ethical implications of our food system. And as consumers, we have a responsibility to navigate this landscape with a critical eye.
So, while I may still be a little perplexed by the endless array of plant-based alternatives, I can’t deny that this plant-based revolution is here to stay. And as long as we approach it with a healthy dose of skepticism and a commitment to making more sustainable choices, I think there’s a lot of room for us all to embrace the plant-based future.
Who knows, maybe one day I’ll even find myself indulging in a vegan soft serve without a single ounce of guilt. After all, as the saying goes, “you can’t have your cake and eat it too” – or can you?
