Julie Knopp
A couple years ago, a mix-up at a restaurant changed my perception of vegan foods forever.
While examining the bill, one of my friends looked puzzled. He asked the server why there was a charge for something called “Impossible.” The server told him that was for the meatless Impossible patty he had substituted in his burger. My friend corrected her: “No, I said, ‘If possible, medium-rare—not Impossible.’” He didn’t notice the difference between a beef burger and a meatless patty until the bill came.
Omnivores drive plant-based food sales
Vegan or plant-based proteins are free from animal products and represent a beacon of hope for the farm animal protection movement. These plant-based alternatives have made incredible progress over the past decade. In 2012, no leading fast-food companies were serving meat alternatives. Today, Burger King, Quizno's, White Castle, and Carl's Jr. are just a few of the chains offering plant-based meats. Dollar sales of plant-based foods grew 54% from 2019 to 2021. Despite recent claims that the popularity of plant-based meat has passed its peak, projections suggest that the vegan food industry will double to $91 billion by 2027.
Omnivorous consumers are the primary drivers of the growing demand for plant-based foods. According to a 2019 Neilson study, 98% of consumers who purchase meat alternatives also purchase conventional meats. Plant-based meat producer Impossible Foods found that 95% of their customers are omnivores. Without omnivores choosing plant-based options, the vegan food market—and the reduced demand for intensive animal farming it represents—would crumble.
Omnivores make legislative change possible
As a vegan, I know I owe this golden age of plant-based foods to omnivores choosing to eat a more plant-rich diet. But this isn't the only contribution meat-eaters have made to the animal protection work I'm passionate about. Omnivores have played a critical role in many recent victories for farm animals.
In 2018, California voters approved Prop 12, arguably the strongest animal protection law in effect in the US. This landmark legislation grants minimum space requirements for egg-laying hens, mother pigs, and calves raised for veal, and prohibits the sale of meat and eggs that do not meet these requirements. For the millions of animals who previously could not spread their wings or turn around for months on end, this legislation is life-changing.
The ballots revealed that 63% of California voters supported Prop 12, while only 2% of the US population identifies as vegan. Broader data show that 80% of US voters would support similar animal protection legislation in their state. Omnivores are making legislative change for animals possible.
Farmers join the plant-based movement
Farmers—who have historically been considered adversaries to the farm animal protection movement—also play a key role in building a more compassionate world for animals. New initiatives like Mercy for Animals' (MFA) Transfarmation Project support animal farmers who choose to transition to raising crops that meet the rising demand for plant-based meat and dairy alternatives. MFA provides resources for the transition and connects farmers to companies in need of their crops. Early testimonials show these transitions can be profitable and personally rewarding for farmers.
Other organizations are piloting similar initiatives to support farmers who want to be a part of a more plant-based future. The Agricultural Fairness Alliance is proposing legislation that prioritizes small farmers and Black and Indigenous farmers in transitioning out of animal farming.
Together, change for animals is possible
Many challenges lie ahead. More animals are being raised and killed for food now than ever before. Government subsidies continue to prop up the unsustainable meat and dairy industries, undercutting the impact of consumers choosing more plant-based alternatives. No federal laws exist to protect animals used for food while they are trapped inside factory farms.
Passing legislation to protect animals and reducing the demand for animal products that fuels factory farming is something that we can only achieve together. Vegans and animal rights activists like me make up a small fraction of the population, and alone, we don't stand a chance to transform the future for the billions of animals confined to factory farms. But together with our omnivorous neighbors, big change for animals experiencing unthinkable suffering is within reach.
Over the past few years, as vegan meat and dairy alternatives have become more sophisticated, the farm animal protection movement has evolved too. The progress of both has relied heavily upon omnivores making more compassionate choices. No longer the adversaries, omnivores have become the silver bullet of the animal movement, finally making a kinder world possible.
