Objection
A month ago, The Vegetarian Butcher and Vivera filed an objection against that warning, but it was dismissed. Two weeks later, a fine was issued for using the word gehakt (“minced meat”) for vegetarian variants. Recently (on November 27), however, there was a surprising twist: the NVWA has suspended the fine after all. It likely won’t last long, they are waiting for clarity from the European Parliament.
Europe is involved too
As you may have guessed, this isn’t just a Dutch discussion. In Brussels, a new proposal is on the table to reserve meat-related terms like steak, sausage, and burger exclusively for animal products. Earlier attempts (2020) failed, but the agricultural lobby, which naturally prefers less competition, is strong. In October, the European Parliament still voted in favor of a ban, although the law is not final yet. A decision is expected on December 11.
Why?
The Dutch Meat Commodities Act dates back to the era of mad cow disease. The idea behind it? Protecting consumers from dangerous proteins in meat products. Understandable, but plant-based alternatives were barely on the radar at the time. Producers argue that terms like vegetarian minced meat have been common for years and that consumers understand them. Research confirms this: 96% recognize the meaning.
Misleading names & regulations
All these food regulations are intended to ensure safety and prevent misleading labels or product names. Brand names like The Vegetarian Butcher may remain, as long as it is clear that the product is vegetarian or vegan. The overall look of the packaging must make this obvious and should not confuse consumers.
ProVeg steps in
ProVeg Netherlands launched a petition against the NVWA’s minced-meat wording ban. Their message: you don’t make food safer by banning words. In fact, it may even hinder sustainability. If consumers soon have to deal with odd alternative names like Vegakt, GH@CKT,* or Rulle Rakkers, confusion benefits no one.
Will the petition succeed?
You’d think consumers are now used to terms like vegetarian minced meat. Our menus have changed considerably in recent years. Is there really that much confusion? Shouldn’t the current rules be updated? One thing is clear: the lobby is strong, and we may soon find ourselves scanning supermarket shelves for Rulle Rakkers and Soy Staves.
A tip for producers
For now, minced meat is risky, but burger and sausage are still allowed, as long as it’s clearly marked as vegetarian or vegan. Keep a close eye on developments in Brussels, though: a definitive European ban could push the naming battle even further.
Floor Stijns
