15 May 2018
Victorian Farmers Federation stands up for naturally grown meat
VICTORIA’S PEAK LIVESTOCK BODY urges industry and government to act immediately on the
mislabeling of meat substitutes, to protect the livelihood of farmers and the expectations of
Last week, the Victorian Farmers Federation Livestock Council resolved to support peak industry
bodies and government in reinforcing legislation to ensure that meat vocabulary is reserved for
protein products derived from the traditional and natural husbandry and slaughter of livestock.
“It’s unacceptable to mislead consumers by exploiting meat vocabulary when marketing a product
that is not derived from traditional livestock production.
“Livestock farmers have a right to protect the sovereignty of meat production, a tradition that goes
back to the dawn of time” said Leonard Vallance, President of the Victorian Farmers Federation
In France earlier this year, a legislative amendment was tabled to address certain commercial
practices misleading for the consumer. These practices associated terms such as ‘steak’, ‘fillet’,
‘bacon’ and ‘sausage’ with alternative protein products that are not solely, or not at all, composed
The Victorian Farmers Federation wants to take this further in Australia and include ‘lab-grown
protein’, sometimes referred to as ‘clean meat’, as a misleading product name.
This new product does not align with consumer expectations of a naturally grown product, and the
misleading name creates a disconnect between farmers and consumers. It is important that
consumers know where food comes from and can trust food labels.
“The discussion of whether or not lab-grown protein has a place in society is irrelevant; we need to
protect our relationship with consumers”, Mr Vallance said.
The VFF calls for reinforcement of legislation, including tough labelling standards, to ensure that
meat vocabulary is reserved for meat products derived from traditional, natural livestock
Leonard Vallance, VFF Livestock President, 0417 551 547
Heather Smillie, Stakeholder Policy & Advocacy Officer, 0400 874 589