China becoming battleground for plant-based meat makers

China has become a battleground for plant-based meat companies looking to tap into world’s largest market for meat-consumption. American plant-based meat company Impossible Foods Inc. said Thursday it is awaiting regulatory approval to enter China market, while rivals such as Beyond Meat have pushed forward with plans to set up production in China despite edgy relations between Beijing and Washington.

Those are just two of companies with sights set on 1.4 billion Chinese consumers y hope may join ir Western counterparts in seeking alternatives to meat beyond tritional mock meat offerings that alrey span spectrum from faux crab to duck breast and steak. Impossible Foods needs extra regulatory approvals because its plant-based meat products include genetically modified substances including heme, a molecule that imparts a meaty flavor, as well as soy protein

“We’re going through a regulatory process and it takes its time. It’s going well as far as I can tell,” said Impossible Foods CEO Pat Brown told reporters. “But as soon as we get to or end of that, we’ll see you next day.”

Beyond Meat, which this week anunced it is opening a factory in an industrial zone near Shanghai, says it does t use any genetically modified ingredients. Nestle has said it is expanding a plant-based products factory in rastern city of Tianjin. Local Chinese companies such as Zhenmeat and Starfield also are expanding ir businesses, partnering with restaurants across country and even offering vegan-based seafood.

Brown said that troubled state of relations between U.S. and China was t a “principal obstacle” to company’s entry into market and that regulatory process is about food safety, t tre. company on Thursday anunced launch of a saus product in Hong Kong, via menu items in coffee chain Starbucks and some or restaurants. Impossible Foods’ products include plant-based beef, pork and saus.

Brown said company plans to build a factory in China and a domestic supply chain for ingredients it needs so that its products will be manufactured entirely in China. Matilda Ho, founder of Bits x Bites, China’s first food techlogy venture capital group, says coronavirus pandemic is a good opportunity to introduce consumers to plant-based alternatives since some fear illness might be spre through meat — though re is evidence of such cases.

“Although people are w returning back to rmal routine after COVID-19, consumers are concerned about potential link between meat products and virus. Some are reducing ir meat intake as a result,” Ho said.

However, since most plant-based meat products often cost more, breaking into Chinese market could be challenging.

“ China market is challenging because food culture and consumer palette are immensely diverse, and market is very price-sensitive,” said Elaine Siu, managing director of Good Food Institute Asia-Pacific.

“However, it’s important t to lose sight of what are fundamentals that make any food product a market hit -- universally it’s taste, price, and convenience.”

Meat consumption in China has risen steily since 1990, more than doubling though pace of increase has slowed in past dece. As a nation, China consumes more meat than any or country, though on a per capita basis Chinese eat about half what Americans do.

That means any major change in demand for meat can have massive consequences for environment. But while meat consumption has been rising with incomes, re still are longstanding local alternatives. Apart from tofu-based products, China has a long history of producing mock meat originating from Buddhist beliefs against harming animals that date back to Tang dynasty. Such mock meats me mostly from soybeans and wheat gluten often look similar to meat but don’t taste same. 

(Im Credits: AP)