Fine looms for Vivera over the term ‘vegetarian mince’

The debate surrounding plant-based product names is gaining momentum again. Vivera has received notice that the NVWA intends to issue a fine for using the term ‘vegetarian mince’. At the same time, ProVeg Nederland is campaigning against the so-called minced-meat rule, which restricts the naming of meat alternatives in both the Netherlands and Europe. The combination of these developments is creating considerable movement within the plant-based sector.

Enforcement and growing criticism

Vivera previously received a warning. Now an official fine announcement has followed. ProVeg, supported by Vivera and De Vegetarische Slager, is pushing a petition to amend the minced-meat legislation. They argue that the current rules do not align with plant-based products. Despite those efforts — and a request for dialogue — the NVWA is proceeding with enforcement. Vivera states that it does not intend to change the product name for now.

Alongside the debate over ‘plant-based mince’, the European Parliament aims to restrict terms such as ‘vegaburger’ and ‘vegaworst’. According to ProVeg, the idea that consumers become confused is incorrect. Research shows that 96% of consumers understand plant-based terms such as vegetarian mince without issue. The organization argues that the proposed bans create confusion instead, as consumers struggle with descriptions like ‘lentil disk’ or ‘soy stick’. For this reason, ProVeg launched the campaign Maak gehakt van deze wet and is calling on Parliament to revise the legislation.

Vivera’s position

CEO Willem van Weede is clear in his response. “Wij gaan graag in gesprek met de NVWA, omdat wij van mening zijn dat de huidige wetgeving niet van toepassing is op plantaardige producten. De oorsprong van deze regels ligt in specifieke voedselveiligheidsproblemen rondom de samenstelling van dierlijk gehakt.”

New legislation

ProVeg stresses that clear language on packaging, consumer freedom of choice, and space for sustainable alternatives should be central to new legislation. The organization’s message to policymakers is straightforward: allow the term ‘plant-based mince’ to remain and update national regulations accordingly.

Vivera.com
Proveg.nl