The government published on Tuesday February 27, 2024 a new decree in the Official Journal aimed at prohibiting the use of names commonly associated with meat products to designate vegetable protein products., like “soy steak” or “vegetable sausage”. HappyVore, number two plant caterer, denounces the unfair competition between French players and foreign companies, in France and the European Union, what will this decree entail.
“This measure creates unequal treatment between companies in France and those producing abroad, but sell in France, who can continue to use these terms (European law authorizing this use). Ban also valid in the rest of the European Union for companies producing in France”, warn Guillaume Dubois and Cédric Meston, founders of HappyVore. This ban only applies to foodstuffs produced in France., leaving products from abroad free to use these prohibited names for their marketing in France. HappyVore believes that “this unequal treatment between French and foreign companies hinders competition and innovation in the market for plant substitutes.. By targeting only companies producing in France, this decree goes against French agriculture which sells their crops to French industrialists. On the contrary, European manufacturers will be favored on the French market. This disadvantages local players and hinders their ability to innovate to meet the growing desire for a more plant-based diet. » Not to mention that this law also applies to French manufacturers exporting their products abroad.
The starting pot of merguez, steaks and chips
As a player in the plant substitutes sector, the HappyVore brand thus claims its French production and has chosen to embrace humor by having fun with the current situation. The brand’s mission is to “vegetate the French plate with deliciousness and conviviality”. To understand : whatever the name, as long as it's good. On his social networks (Instagram et Linkedin), the brand therefore organizes, April 30, a “large starter pot” of its famous merguez, steaks and chipos and invites all manufacturers in the animal and plant sectors as well as the government to join the festivities. Company with more than 120 employees, Certified B Corporation, HappyVore was launched in 2019. Available in more than 5,000 points of sale nationwide, in more than 3,000 restaurants and on the brand's online store, the HappyVore range includes 16 products.
Sandrine Lépinay
