What’s in a name?
Well when it comes to the vegan world, a whole lot! The names of certain plant-based
foods and products matter a great deal, and that is why I am challenging the
entire veg community to create inspired new names for the incredible modern-day
culinary achievements that we call “Fake Meat”.
In 1944, Donald Watson created the word
“vegan”, because he felt that “vegetarian” did not correctly distinguish
between people who ate animal products like milk and eggs and people who
eliminated all animal-based foods from their diet. Now seventy years later, the
time has again come for new words and definitions. We now need words to
distinguish 21st century plant-based meat alternatives from
traditional animal-derived meats, because the current lexicon is wholly
inadequate and unfair to the former.
Gardein "Chicken"
Gardein "Chicken"
Thanks to the wonders
of seitan, tempeh, and tofu, as well as innovative companies like Field Roast,
Beyond Meat, and Gardein, we are now able to near-perfectly recreate the taste
and texture of many popular meats like ground beef, chicken, pork and certain types of seafood.
But while the quality and sophistication of vegan meats has grown tremendously, the words for them have boringly stayed the same.
Most of these terms – fake meat, meatless meat, mock meat, faux meat, beefless beef, chickenless chicken, textured vegetable protein, etc. the awkward list goes on – or intentional misspellings of meat – beeef, chik’n, baykun, etc.- are horribly clunky, confusing and a major turn-off to meat-eaters who might otherwise try out and enjoy these foods. This a huge problem.
But while the quality and sophistication of vegan meats has grown tremendously, the words for them have boringly stayed the same.
Most of these terms – fake meat, meatless meat, mock meat, faux meat, beefless beef, chickenless chicken, textured vegetable protein, etc. the awkward list goes on – or intentional misspellings of meat – beeef, chik’n, baykun, etc.- are horribly clunky, confusing and a major turn-off to meat-eaters who might otherwise try out and enjoy these foods. This a huge problem.
We really shouldn’t keep calling things fake beef, fake chicken, fake bacon etc. because as long as we use words that compare plant-based food to meat, it will always remain under meat’s shadow; that is, meat will always be the dominant concept and substitutes with strange names will always be considered lesser and inferior.
While they emulate
meat in taste, texture and function, plant-based meats sorely need their own
identity, and the best way to do this is by giving
them their own unique names.
What kind of names, you ask? Well, that’s where the challenge comes in! I am asking you to contribute your best ideas for names for:
Seitan
Tempeh
Plant-based Beef
Plant-based Chicken
Plant-based Bacon and Pork
What kind of names, you ask? Well, that’s where the challenge comes in! I am asking you to contribute your best ideas for names for:
Seitan
Tempeh
Plant-based Beef
Plant-based Chicken
Plant-based Bacon and Pork
There are a number of
approaches we can take, from borrowing words for these foods from other
languages to organically forming our own. But it is high time to move the vegan language
out of the corny, awkward, tongue-twisting territory where it currently resides
into a new world of creative terms, definitions and concepts. And it’s about
time we gave magical foods like seitan and tempeh their due with more fitting names that better describe their amazingness!
We have not yet begun
to appreciate the power of veggie meat to help turn people on to
plant-based protein. If more people replaced at least some animal meat with the
plant-based version some of the time, it could go a very long way toward
helping reduce the environmental damage and lessening the animal suffering caused
by intensive meat production.
There is untold,
incredible world-changing potential in plant-based meat – but it cannot truly
progress if it is stuck in the same old-fashioned, struggling language that
defined vegetarian and vegan food in the past.
These cheesy monikers belong in the dusty,
embarrassing bins of hippie vegan history. Let’s dispose of them already, and
introduce plant-based meat to the 21st century with new, fresh, interesting identities
that are more appropriate to a modern evolving world.
So what’s in a name? Seventy years ago, Donald
Watson started a revolution when he coined the word “vegan” and founded the
worlds’ first Vegan Society. I believe it is now our turn to once again
re-define plant-based words, and who knows? It might just start another revolution.