PETA is urging five major US meat companies—Hormel Foods, Cargill, Smithfield Foods, Tyson Foods, and Oscar Mayer—to shift their focus from animal-based products to vegan alternatives, following the example set by one of Italy’s oldest meat producers, Gruppo Tonazzo.
“Stop peddling animals’ body parts, and provide today’s consumers with the vegan proteins they want”
Gruppo Tonazzo recently announced that it will stop selling meat entirely and concentrate solely on plant-based products. Albino Tonazzo, CEO of the company’s plant-based brand Kioene, explained that the shift is motivated by a “deep responsibility to future generations” and a commitment to environmental preservation.
In letters sent to the CEOs of the US companies, PETA noted the growing consumer demand for plant-based foods and the environmental and ethical concerns associated with animal agriculture. The group explained that all five companies have already introduced vegan products or formed partnerships in the alternative protein space, making the transition to fully plant-based offerings feasible.
For instance, Hormel Foods partnered with The Better Meat Co. in 2021 to develop mycoprotein-based products, while Cargill has invested in cultivated meat and plant-based protein companies such as Aleph Farms, UPSIDE Foods, and Puris.
Smithfield Foods, the largest pork producer in the US, launched its plant-based brand Pure Farmland in 2019, and Tyson Foods introduced its Raised & Rooted and First Pride brands in 2021. Since then, many key executives from Tyson have left to join alternative protein companies, and last year, the company closed four of its US meat facilities following a drop in chicken sales, which represented about 10% of its chicken slaughter capacity.
Oscar Mayer, a subsidiary of Kraft Heinz, has also entered the plant-based market, collaborating with NotCo to release vegan versions of its hot dogs and sausages.
Shift to plant-based or fall behind
PETA’s letters warned these companies that failing to make a significant shift towards vegan products could leave them behind, similar to how tobacco farmers who resisted crop diversification ultimately struggled to stay relevant.
Ingrid Newkirk, PETA’s president, drew a parallel, stating, “Not that long ago, tobacco farmers decided to stick to business as usual instead of envisioning what was ahead and switching to other crops, and now meat producers are in danger of making the same mistake.”
According to Fortune Business Insights, the global vegan food market is projected to grow to $103 billion by 2032, reflecting the surge in consumer interest in plant-based products. PETA also plans to take further action by placing large advertisements in the hometowns of the five companies, calling on them to “Get Out Now!” and make a decisive shift towards plant-based proteins.
Mitigating the effects of climate change
In addition to ethical concerns, PETA pointed to the environmental impact of animal agriculture, which is a leading cause of water pollution and land degradation. The United Nations has warned that a global shift toward vegan eating is an integral part of mitigating the worst effects of climate change. According to PETA, each individual who switches to a vegan diet reduces their food-related carbon footprint by up to 73% and spares nearly 200 animals every year.
The organization has also taken steps to influence the companies from within. In 2020, PETA purchased shares in Tyson Foods, Smithfield Foods, and Hormel. As shareholders, the group cited plans to use its position to advocate for a greater focus on plant-based products, attending annual meetings and engaging with other stockholders.
Newkirk added, “PETA is calling on this country’s leading companies to follow Gruppo Tonazzo’s lead, stop peddling animals’ body parts, and provide today’s consumers with the vegan proteins they want.”