The Hellenic Vegetarian Association (HellasVeg), prompted by the reintroduction of the proposal to ban terms such as “veggie burger,” “plant-based sausage,” and “plant-based steak” for plant-based products, called on the Ministry of Rural Development not to support the discussion during the EU Council of Ministers of Agriculture, which took place on June 23-24, 2025.
The central message of the letter was that the use of these terms not only does not mislead but also facilitates consumer choice and promotes nutritional innovation and sustainability in Greece and Europe. Read the letter here.
This initiative, promoted by countries such as the Czech Republic, Austria, Hungary, Italy, and Slovakia, with the support of other member states, does not respond to a real need and instead undermines consumer logic, European legislation, innovation, and the sustainable dietary transition in the EU.
Current legislation is sufficient to protect consumers
The European legislation on consumer information (Regulation (EU) 1169/2011) clearly stipulates labeling issues. Plant-based alternative products fully comply with the requirements and do not mislead. The Court of Justice of the European Union (case C-438/23), as well as the European Commission, have recognized the existing legal framework for informing consumers. Therefore, the imposition of additional restrictions on the use of names could be considered overregulation, creating more confusion among consumers and producers.
The data is clear – consumers are aware and make conscious choices
According to pan-European consumer surveys:
- 80% of Europeans accept the use of traditional names for plant-based products, as long as the label is clear, such as “veggie burger” or “plant-based sausage” (BEUC).
- Only 7-8% of purchasing decisions can be considered products of misunderstanding.
- In Greece, 82% do not oppose the use of existing names.
- In countries like Germany, Austria, and Portugal, the ability to distinguish between animal and plant products reaches or exceeds 90%.
In fact, banning names traditionally associated with meat in plant-based foods has been shown to cause greater confusion among consumers regarding the use, taste, and functionality of the product.
The economy, innovation, and rural development in focus
The market for plant-based alternative products is rapidly developing, with many promising scenarios for the near future:
- Over 30% of Europeans are flexitarians, while 1 in 3 is reducing meat consumption.
- The market for plant-based foods in the EU grew by 21% from 2020 to 2022, exceeding €6 billion.
- Thousands of jobs are being created in the alternative protein sector (e.g., 3,500 in the Netherlands, 2,000 in Flanders).
- The cultivation of plant-based proteins can increase farmers’ incomes by up to 71% over time.
Therefore, imposing restrictions on names is expected to create turmoil for small and medium-sized enterprises and hinder innovation and the green transition.
The strong message to member states:
Europe must remain steadfast in its values and functions, prioritizing the collective interest of citizens and producers. In an era where innovation and competitiveness are critical pillars for the EU, a proposal to ban names like this:
- Intensifies negative public sentiment regarding Europe’s policy priorities.
- Contradicts the principles of a unified free market and legislative simplification.
- Hinders the goal of the green transition in Europe.
- Harms small and medium-sized enterprises and innovation in the plant-based food sector
As the European Vegetarian Union notably stated in an article in October 2024, this ban aims to “solve” a problem that does not exist.
HellasVeg (Hellenic Vgetarian Association, as an official member of EVU, echoes this sentiment and calls on member states to rise to the occasion and support the existing legislation. The use of terms like “veggie burger” does not mislead – it helps. Consumers have the right to know, compare, and choose consciously
Thessaloniki, 25 June 2025