A renewed effort on the state level to ensure that the packaging for imitation meat and dairy products are properly labeled is drawing praise from Wisconsin farm groups. Sen. Howard Marklein, along with Reps. Travis Tranel and Clint Moses, have re-introduce the so-called Truth In Food Labeling Legislation on Tuesday. The measure requires that only products labeled as 'milk' come from an animal, and that plant-based products cannot be called 'meat.'
"This legislation is extremely important to the farmers and food processors in my district," Sen. Marklein said. "They feel very strongly about the integrity of food labeling and are frustrated by the misleading labeling that has invaded dairy and meat cases throughout our grocery stores. It's disappointing when you open a carton of ice cream and discover that you mistakenly bought a flavor-less, dairy-free alternative, rather than the creamy, delicious treat you expected."
As expected, most of the state's agricultural organizations came out in support of the bill. Wisconsin Farm Bureau Governmental Relations Director Debi Towns says the purpose of the policy is to recognize the value of trust farmers have built with their customers.
"A national research study found that plant-based products labeled with dairy terms such as 'cheese' led one-quarter of participants to believe the product contained milk," she said. "We would like Wisconsin agriculture to be positioned to join with those who stand to protect the food markets we have worked so hard to establish."
The Wisconsin Cheese Makers Association and Dairy Business Association testified in support of bill. DBA President Amy Penterman, a mom who farms in Clark County, says parents have a right to be informed about the foods they purchase for their families.
"The variety of beverages and other foods being misrepresented as real dairy seems to grow by the day," Penterman said. "Customers should have options, but misleading those customers about what's in their food is wrong."
The Wisconsin Cattlemen's Association told lawmakers that the beef industry has spent a significant amount of time and money to establish and maintain a healthy, wholesome and nutritious product.
Similar legislation was being circulated in the Wisconsin Capitol last year, but was halted when the COVID-19 pandemic became a larger issue.
Categories: Wisconsin, Business