In the midst of Veganuary’s call for a plant-based revolution, a closer examination reveals a complex web where sustainable aspirations clash with corporate realities. Recent research conducted in collaboration with Charis Davis, an MA student in development studies at SOAS University of London, unravels the ownership structures of celebrated plant-based food companies, exposing ties to giant meat and dairy conglomerates implicated in environmental controversies.
One such revelation revolves around Vivera, a Dutch company recognised for its innovative plant-based offerings. While its website champions the positive impact of vegan choices on human health and the planet, a critical oversight is apparent—Vivera is, in fact, owned by JBS, the world’s largest meat producer. JBS’s global operations contribute significantly to environmental degradation, as the Institute for Agriculture and Trade Policy reports staggering daily figures of animal slaughter.
Contrary to expectations, JBS’s acquisition of Vivera in 2021 did not signify a strategic shift towards plant-based ethics. Instead, the conglomerate promptly announced a hefty investment in US beef processing plants, revealing a commitment to expanding traditional meat production. Notably, JBS’s reputation as a major contributor to deforestation in the Amazon underscores the inconsistency between its practices and the ideals promoted by its plant-based subsidiary.
A similar narrative unfolds with Alpro, a prominent vegan dairy products manufacturer acquired by Danone in 2017. Despite Alpro’s alignment with plant-based principles, the reality is more nuanced. Danone’s simultaneous pursuit of both plant-based and traditional dairy markets challenges the notion of a decisive shift towards sustainability.
This trend of major meat and dairy corporations acquiring smaller plant-based companies, as outlined in a 2022 report by IPES-Food, raises questions about the authenticity of the plant-based movement. The report suggests a broader strategy by conglomerates like JBS and Danone, consolidating their market presence while maintaining dominance in conventional meat and dairy sectors.
However, the issue extends beyond corporate inconsistencies. The current imbalance in subsidies between livestock and plant-based producers, heavily favouring the former, perpetuates an unsustainable status quo. In the EU and US, livestock farmers receive about 1,000 times more subsidies than their plant-based counterparts, a stark illustration of the support the meat and dairy industries enjoy from affluent-country governments.
Veganuary’s apolitical stance, while encouraging consumer empowerment, sidesteps the underlying structural challenges and governmental support sustaining traditional meat and dairy production. To effect meaningful change, governments must take a more proactive role in steering the food industry towards sustainability.
A proposed three-pronged approach includes imposing substantial fines and potential land confiscation for corporations causing environmental harm through meat and dairy production. Secondly, redirecting subsidies from agro-industrial meat production to support plant-based alternatives can rebalance the playing field. Lastly, expanding public welfare initiatives can alleviate the financial burden on consumers seeking to embrace plant-based diets.
Though these measures may appear ambitious, they are arguably moderate considering the urgency of climate breakdown. However, success hinges on robust political leadership—an element overshadowed by Veganuary’s emphasis on consumer influence.
As public awareness of the environmental impact of current food systems grows, the need for systemic change becomes more evident. Harnessing this awareness through voting and large-scale social movements can transform it into a potent political force. It is only through such a collective effort that we can pave the way for genuinely climate-friendly diets and tackle the profound challenges posed by our food choices.
In conclusion, the plant-based movement faces a pivotal moment of reckoning, transcending individual dietary choices to confront the structural complexities and corporate interests that underpin our global food system.