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SPECIAL FEATURE GOURMET NEWS FEBRUARY 2014 www.gourmetnews.com 19 Special Feature VEGAN & VEGETARIAN Meat Eaters and Meat Free-ers Alike Seeking Out Alternatives to Their Favorite Proteins BY LUCAS WITMAN For as long as people have been making the choice to live vegetarian and vegan lifestyles, they have been searching for alternative sources of protein to satisfy both their dietary needs and their hunger for tasty center-of-the-plate alternatives. What is changing today, however, is that a growing number of meat eaters are joining meat free-ers in introducing meat and dairy alternatives to their weekly meal repertoires. "I think what we're seeing is we have a core of early adopters that are aggressively meat reducing, vegetarian or vegan, but as the brand gets out there, we are really encouraged by the number of meat eaters that are selecting to opt in," said Ethan Brown, CEO of Beyond Meat. Beyond Meat offers several protein alternatives that take the place of chicken (and beginning this February, ground beef) in consumers' favorite dishes. Jamie Schapiro, Director of Marketing for GO Veggie!, a popular line of lactose- and dairy-free cheese alternatives, says that his company has also seen a recent influx in interest from those who are not necessarily vegan or dairy intolerant. "We have a large portion of our consumers who are vegetarian. That includes vegans as well. But a lot of people people have realized our products contain no cholesterol and less saturated fat, so they're choosing our products as part of a healthier lifestyle," he said. The number one reason that mainstream consumers are turning to meat and dairy al- ternatives and eschewing animal proteins more generally appears to be heightened concern over the healthfulness of their diets. Doctors and scientists increasingly argue that today's consumers are eating more meat and dairy than they should. Reducing consumption of these products can be a good way to lower cholesterol, lose weight and reduce the risk of heart disease. However, it is not only an interest in promoting health that has led many consumers to experiment with alternative proteins. There is also a growing concern among many regarding the negative impact of livestock production on the environment. "There is a growing number of people that are making the connection between livestock and climate change," said Brown. "The same population that is buying a Prius is saying, "What can I do to the center of my plate to make an environmental impact?'" Finally, a significant number of consumers are making the switch to plantbased proteins out of a desire to decrease their contributions to an industry they see as potentially cruel to animals. "More and more people are learning about factory farming. It's an animal rights choice. It's a cruelty-free lifestyle choice," said Heather Goldberg, the chef ambassador for GO Veggie! and co-founder of Los Angelesbased Spork Foods Vegan Cooking School. Still, one can not underestimate the impact that recent developments within the meat and dairy alternatives industry have had on the growing consumer migration toward plant-based meals. As these products have become more abundant, more versatile and simply more delicious, they have become viable grocery staples for a burgeoning segment of the population. "For 2014, one of our major strategies is to get into consumers' mouths. We've found that when consumers taste our product, they absolutely love it," said Brown. "There is a legacy in the meat alternative industry that we have to overcome. This is not your father's tofu. It's something new— – a plant-based protein that has the nutritional value, taste and texture of meat but without the negatives." For consumers who feel that they can not make their favorite dishes without meat or cheese, they may be surprised to find an abundance of recipes for everything from vegetarian pasta bolognese to chicken-less noodle soup to vegan strawberry cream cheese-stuffed French toast—all completely free of animal protein. It is the onus of the vegetarian and vegan products industry to get the word out about these options, to teach consumers how to use them and to dispel misconceptions about these items' taste and versatility. "We have developed so many recipes. Culture and tradition are very tied into foods. We see that really heavily during the holidays," said Goldberg. "Just showing people that they can still have the lasagna, they can still have the holiday roast, they can still have the pumpkin cheesecake that they have always had will make them feel better." "We want to empower people who haven't had these products," added Schapiro "They might not even know cheese alternatives exist, or about their health benefits or how good they taste. We're on a mission to let it be known." "People don't crave raw chicken. They don't crave raw beef. They crave the savory flavor and texture of cooked beef and chicken. That's the canvas that chefs work with," said Brown. "If we're able to provide the same canvas … what's the difference? The difference is positive." For Brown, the role of his company and his industry within the larger U.S. specialty food landscape is a simple one: "Our job is to provide the plant based protein that enables us to access the dishes that we love." GN Top Vegetarian and Vegan Foods Companies to Check Out in 2014 Gone are the days when eating vegetarian meant living off bland tofu and sprouts. Today, vegetarians and vegans are dining on Gruyere-stuffed chik'n cutlets, bucatini pasta with hearty soy bolognese sauce and mouthwatering vegan pizza with rice cheese and faux chorizo crumbles. With gourmet food companies making dramatic improvements to the veggie options on supermarket shelves, there is practically no recipe, no matter how meaty, that home cooks can not transform into a delicious meatfree feast. The following is a list of companies that are doing their best to make living vegan or vegetarian fun and satisfying. 1. Beyond Meat Beyond Meat's Chicken-Free Strips are made with a blend of pea and soy protein, offering consumers 20 grams of protein per three-ounce serving. A brand new addition to the company's product line, introduced in February, Beefy Feisty ground beef crumbles allow consumers to make everything from tacos to beef-less bolognese. www.beyondmeat.com introduced Miso-Cup® natural instant soup mix to American consumers 35 years ago. It recently extended its line of Miso-Cup Soft Pack™ products with an exciting new flavor: Spicy Ginger. The new flavor is delightfully bold yet delicate. www.edwardandsons.com With only 20 calories, 3 grams of carbs per serving and no cholesterol, Tofu Shirataki from House Foods Tofu is a pasta lover's dream. And as a great bonus, it is also gluten-free. Tofu Shirataki is made by blending the flour of the Konnyaku, an Asian yam, with tofu. www.house-foods.com RAAW™ Juices, 100 percent pure fruit and vegetable juice blends. Each RAAW™ Juice contains no artificial dye or flavoring, no added sugar, no water and no preservatives. In addition, each product is gluten-free, vegan, kosher and non-GMO verified. www.raawfoods.com 3. Falafel King 6. Italian Foods Corporation 9. Skout Organic Trail Bars Currently available in 13 states throughout the American West, Falafel King Hummus, Tzatziki, Baba Ganoush, falafel balls and pita are made with 100 percent plantbased ingredients. They are gluten-free, and prepared in small-batches at the company's own production plant in Boulder, Colo. www.falafelkingboulder.com Italian Foods Corporation's La Piana® Vegetarian Bolognese Pasta Sauce offers a vegan version of the classic meaty sauce. The sauce is made in its namesake Bologna using traditional methods. The biggest difference from the traditional, however, is that soy crumbles are substituted for the beef. www.italianfoods.com Skout Organic Trailbars are great-tasting, all-natural, organic snacks created to sustain those who actively pursue a healthy lifestyle and need on-the-go nourishment. The bars use only a handful of carefully chosen organic ingredients. They are certified organic, gluten-free, vegan, soy-free, Non-GMO Project-verified and certified kosher. www.skoutnatural.com 4. Galaxy Nutritional Foods 7. Kashi Founded more than 30 years ago, Galaxy Nutritional Foods remains a leading provider of great tasting cheese free products. Today, under Galaxy's new brand GO Veggie!, the company continues to innovate and offer consumers with food sensitivities or seeking healthier alternatives more cheese-free choices. www.goveggiefoods.com Expanding its existing line of wholesome and delicious frozen foods, Kashi® recently launched new vegetarian single-serve pizzas. Available in two flavors, Greek Tzatziki and Indian Tikka Masala, the pizzas have global flair with unique flavor profiles that appeal to adventurous taste buds. www.kashi.com 2. Edward & Sons Trading Company. This global, all-natural vegetarian food innovator first 8. Raw Foods International 5. House Foods Tofu Raw Foods International, LLC is the company behind 10. Snikiddy Snikiddy snacks are made from simple, wholesome, real-food ingredients. The line includes Cheese Puffs, Baked Fries, and Eat Your Vegetables. All Snikiddy snacks are made with non-GMO ingredients, are gluten and wheat free, and do not contain any artificial colors, preservatives, high fructose corn syrup or trans fats. www.Snikiddy.com