The ongoing litigation over how alt-meat companies can label their products will be — perhaps already has been — rendered moot by the way the consumers persistently perceive alt-meats as healthier than conventional meat.
The Maginot Line was famously built in WWII so that the French could not be directly attacked by Germany, as they had been in WWI. And it was successful in doing so — but completely ineffectual against the Germans when they ultimately moved on France via Belgium, flanking the Maginot fortifications and taking over the country inside of six weeks. The classic example of "fighting the last war" is a danger in business as well as military strategy.
Court cases make good press. They provide a centering point of reference around shifting societal and technological norms. Lawsuits, though, almost by definition exist to fight the last war, not the present one, and such is the case with the ongoing saga of state labeling laws and alternative proteins.
Last week, Turtle Island Foods SPC, the Hood River, Ore.-based maker of Tofurky, and the Good Food Institute lost an…
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