The federal government has committed to developing an Industry Code of Practice for labelling plant-based protein products, supported by Food Standards Australia New Zealand (FSANZ) research and led by the Alternative Proteins Council (APC).
This code has been in the works for several years, with the federal government initially providing $1.5 million over 2023-24, for the Department of Agriculture Fisheries and Forestry (DAFF) to work with FSANZ and industry and regulatory agencies. The goal was to improve existing arrangements and undertake independent consumer research to understand the extent of any consumer confusion in relation to plant-based and alternative protein labelling.
The work responds to long-standing concerns from the meat and dairy industry that plant-based labelling could be confusing to consumers. It follows the government’s 2021 Plant-based Alternatives Labelling and Marketing Working Group and the 2022 Senate Inquiry into ‘Definitions of meat and other animal products.’
The results from FSANZ Consumer Research Report have been released, finding consumers can accurately identify plant based products.
The report stated: “The research findings indicate that of the labelling elements tested, consumers can accurately identify the ingredient content of plant-based alternatives, are confident in the intended use of these products, and do not believe plant-based alternatives are nutritionally similar to an animal counterpart.”
Following this market and consumer research, an Industry Code of Practice will be developed, led by the APC – described as the next step in ensuring the continued consistency and success of plant-based and alternative-protein labelling.
The APC was founded in March 2021, operating as a Managed Forum under the Australian Industry Group. It is the peak representative body for Australia and New Zealand’s alternative proteins sector – with key members including All G, Cellular Agriculture Australia, Eden Brew, Food Frontier, Nestle, Oatly, Sanitarium, v2food, and Vow. However, the group does not appear to have been active over the past year, last publishing a communique in 2024.
The federal government stated the Code development will support the meat, dairy and plant industries by improving existing arrangements that deliver accurate and clear food labelling, ensuring consumers have informed choice.
Although the FSANZ research suggested that animal imagery and meat specific terminology had little-to-no effect on consumers ability to accurately identify the ingredient content of plant-based protein products and dairy alternatives, the government statement said the voluntary Code will provide clearer guidance to plant-based producers by discouraging animal imagery, limiting meat specific terminology, improving the prominence of plant based qualifiers, and establishing a transparent complaints mechanism.
Minister for Agriculture, Fisheries and Forestry, Julie Collins, said Australian consumers should be able to clearly identify both traditional and alternative protein sources.
“That’s why the development of an industry Code of Practice will improve existing voluntary labelling guidelines, and ensure produce is readily identifiable for Australian consumers,” said Collins.
For more information on the development of the code and results of the FSANZ research, head to agriculture.gov.au.
