Viw Magazine

Men's Weekly

.

  • Written by Samuel Becher, Associate Professor of Business Law, Victoria University of Wellington
A New Zealand pizza chain deceived customers by offering plant-based meat without telling them - but it did so out of concerns for the environment. from www.shutterstock.com, CC BY-ND

Earlier this year, the New Zealand-based pizza chain Hell Pizza offered a limited-edition “Burger Pizza”. Its customers weren’t told that the “meat” was plant-based.

Some customers complained to the Commerce Commission, which enforces consumer law in New Zealand. Yet, others did not mind – or even appreciated – the move. The Commerce Commission, however, warned that the stunt likely breached consumer protection law.

Hell Pizza’s ruse should catalyse discussion around the scope and purpose of consumer law, the culture of meat consumption and the future of animal farming. Under current law, “teaching through deception” is not possible. But we argue that consumer law needs to adopt a more nuanced approach.


Read more: What's made of legumes but sizzles on the barbie like beef? Australia's new high-tech meat alternative


Traditional legal approach

In October, the Commerce Commission warned the pizza chain that it had probably breached the Fair Trading Act 1986. In particular, it had likely made false or misleading representations.

The Commerce Commission stated that a “burger traditionally includes a patty of minced beef” and “medium-rare is a term associated with meat, usually beef”.

As a result, the pizza chain advised it had no intention of engaging in this kind of campaign again. Interestingly, the pizza company has recently announced that the Burger Pizza is back on the menu.

Australia’s consumer law around misleading and deceptive conduct is notably similar to New Zealand’s. In Australia, debates around the meaning of the terms “milk”, “seafood” and “meat” are taking place. These discussions present an opportunity to rethink some of our conventions.

When is meat meat?

The traditional need to protect consumers from deceptive practices is clear. That said, it is perhaps also time to nudge consumers to reconsider their preconceptions and consumption of meat.

Hell Pizza said it launched its plant-based meat product out of concerns for the future of the planet. According to the company, 80% of consumers did not have an issue with being duped, and 70% would order the pizza again.

There are a few good reasons to reduce the amount of meat we eat. Research shows that meat consumption is putting pressure on the environment. The amount of food and water required to raise animals for consumption exceeds the nutrient value humans get from consuming meat. Further, livestock create waste and emissions that contribute to climate change.

Plant-based meat may be more environmentally friendly. It also eliminates concerns around animal rights. Additionally, it is often perceived as a healthier alternative.


Read more: Is vegetarianism healthier? We asked five experts


Future foods

The plant-based meat industry faces two immediate challenges. The first is taste. If meat substitutes do not taste as good as animal-based meat, people will be less willing to consume them.

The second main challenge is cost. If plant-based meat is significantly more expensive than animal-based meat, consumers may opt for the latter.

The cost of plant-based meat has become affordable enough for prominent market players, such as Dominoes Pizza and Burger King, to offer plant-based products.

Hell Pizza was not the first New Zealand company to offer its consumers plant-based meat products. In another controversy, Air New Zealand offered plant-based burgers in the business cabin on selected flights. This led to some criticism, including the deputy prime minister, Winston Peters, who was acting prime minister at the time, complaining that it was a “bad look” for the airline not to promote New Zealand meat.

Such a response is short-sighted. Animal farming is an important industry in New Zealand, contributing significantly to the economy and social fabric. Because of its importance, New Zealanders should take seriously the potential impact of plant-based meat and the consequences of this emerging market.

Market disruption

Some companies have already stated their aspiration to completely replace animals as a food production technology by 2035. The meat industry is likely to use its power to protect its interests. But these interests are not the only ones that should be voiced and considered.

Instead of merely criticising companies that offer meat alternatives and use innovative marketing tools to do so, we should embrace these initiatives as an opportunity to rethink some of our conventions. We need to adapt to new realities in ways that make our societies more ethical, while also encouraging consumers to be more mindful of the environment and health-related aspects of their foods.

The boundaries of consumer law should reflect this. The law regulates against misleading and deceptive conduct mainly because it is purportedly bad for consumers. However, the law should adopt a more holistic approach - one that considers the motivation for the allegedly misleading behaviour.

Protecting consumers from deceptive conduct is not an end in itself. Perhaps the degree and context of the misleading behaviour should be considered against other legitimate objectives. We believe that such legitimate objectives include caring for the environment, minimising animal cruelty and advancing public health.

The authors do not work for, consult, own shares in or receive funding from any company or organisation that would benefit from this article, and have disclosed no relevant affiliations beyond their academic appointment.

Authors: Samuel Becher, Associate Professor of Business Law, Victoria University of Wellington

Read more http://theconversation.com/how-plant-based-meat-is-stretching-new-zealands-cultural-and-legal-boundaries-127901

Sydney Gets Fired Up: Fireball Whisky Launches ‘Motel Fireball Inn’

The number one shot in Australia (and the USA) is turning up the heat!  Fireball Whisky is bringing the party to Sydney with the launch...

Why Headless CMS Is Essential for Global B2B Sales Enablement

B2B selling is more global, digital and complex than ever. B2B buyers want accurate, timely and needs-based information no matter where th...

Top Tips for Successfully Completing Training and Passing Driving Tests

Learning to drive can feel exciting and a little overwhelming at the same time. Whether you’re preparing for your very first driving test ...

Why Location Still Rules in Real Estate

When people talk about real estate, the phrase location, location, location always comes up. It might sound like a cliché, but it’s still...

The Ultimate Guide to Renting: Landlord and Tenant Rights

Renting a property can be a smooth and rewarding experience when both landlords and tenants understand their rights and responsibilities. Cl...

The Pros and Cons of Renting vs. Owning a Home

Deciding between owning and renting a home is a huge financial choice a lot of people have to deal with in their lifetime. While homeownersh...

Innovative Ways to Showcase Your Products and Services Effectively

You don’t have to be in these waters to know that marketing has always been a game of attention. Attention is expensive, even more than go...

How to Choose the Right Real Estate Agent for You

Whether you’re buying or selling a property, having a real estate agent on your side can be a game-changer. They know the ins and outs of ...

Finding True Connection in the Rush of Modern Life

Life in major cities is full of opportunities, yet many residents find themselves feeling disconnected and isolated. Despite being surrounde...

Finding Balance: Fun, Safety, and Connection in Modern Nightlife

Modern nightlife has evolved into more than just dancing and music—it’s a cultural space where people seek entertainment, connection, an...

Essential Skills and Tips for First-Time Volunteers Abroad

So, you have decided to embark on a jubilant adventure of volunteering abroad? Congrats, you are in for a real treat! Not only that, but who...

Essential Considerations When Choosing a Family Home

Finding the right home for your family is one of the biggest and most important decisions you'll ever make. It's about more than just a buil...

Considerations When Renovating or Expanding Your Property

Renovating or expanding your property can be an exciting journey, offering the opportunity to tailor your home or investment to meet evolvin...

Elevating Your Social Life: Experiences Beyond the Ordinary

In a world where so much of our daily routine feels predictable, people are increasingly searching for experiences that add meaning to life...

Essential Gardening Accessories for a More Comfortable Outdoor Lifestyle

Gardening should be fun and relaxing, not a chore. Having the right things with you can make a huge difference. This guide will show you sim...

Best Practices for Managing High-Volume Material Movement in Industrial Settings

If there is one thing that is the backbone of a large industry, that’s undoubtedly the ideal management of material movement. For any high...

8 Best Things to Do Near Ballarat, VIC

Ballarat isn’t just a city with a gold rush past—it’s a hub of adventure, history, nature, and amazing local experiences. Whether youâ...

Different Approach Proves Better Results in Addiction Counselling

Addiction is one of the biggest issues for relationships. It not only puts strain on the one struggling, but the people around them too. E...

5 Timber Decking Mistakes That Could Cost You Thousands

Dreaming of relaxing on your brand-new deck, soaking up the Aussie sunshine? A timber deck can be a fantastic addition to any home, creati...

7 Ways Disability Services Can Transform Lives

Imagine a life where you feel empowered, supported, and truly connected to your community. For individuals living with disabilities, this ...