The Court of Justice of the European Union has handed down a decision favorable to plant-based agri-food players. It does not authorize France to pass its decree as is., which created a distortion of competition with foreign brands which were not subject to the same constraint imposing names without reference to the animal. French companies can therefore continue to use names such as “vegetable steak” or “vegetable merguez” to designate products based on vegetable proteins..
The CJEU confirmed that France could not impose a ban on designations based on the composition of products, without having decided in advance on the adoption of a legal name, facing foreign competition. This verdict protects French plant-based agri-food manufacturers by guaranteeing them fair treatment and an ability to evolve without excessive constraints.. HappyVore, first independent French brand and number two in plant-based catering, welcomes in a press release “this verdict with optimism”. Last February, the brand had expressed its concern about the draft French decree aimed at prohibiting the use of these designations. She is now delighted with the protection maintained for companies in the sector. “This decision is a victory for innovation ! It allows French companies to continue to grow and meet the growing demand for plant-based substitutes while supporting local farmers who supply the raw materials.. We are delighted and relieved by this outcome which marks a positive turning point for our industry”, welcome Guillaume Dubois and Cédric Meston, co-founders of HappyVore.
A dynamic favorable to plant-based food
For HappyVore, “This decision underlines the importance of the diversity of food pathways and the need to support local agriculture while allowing French companies to remain competitive in a constantly growing market.. For industry players, like HappyVore, this confirms that the future of sustainable food relies on balanced rules that stimulate innovation and encourage the development of plant-based solutions. »
Questions about the future
Companies in the plant sector, supported by this decision of the CJEU, continue to monitor developments in the legal situation in France, while remaining attentive to future developments. Leader of the process, HappyVore is also running a popularization campaign with an offbeat tone on its social networks. According to the codes of the great cinematographic sagas, she looks back at the seven successive stages which led to this verdict, for the benefit of the ecological transition of food. Company with more than 130 employees, Certified B Corporation, HappyVore was launched in 2019 by Guillaume Dubois and Cédric Meston. Available in more than 5,000 points of sale nationwide, in more than 4,000 restaurants and on the brand's online store, the HappyVore range now includes 18 products.
