The Texas House of Representatives has approved a bill that would forbid plant-based products from using terms like "meat" or "beef" on their labels. House Bill 316 passed 123-22 and has moved to the Texas Senate.
"This bill is bi-partisan. It is clear," says author Brad Buckley (R-Killeen). "This bill is for those who choose to eat meat, but it's also for those who choose not to eat meat."
The measure has been supported by the Texas & Southwestern Cattle Raisers Association, Texas Poultry Federation and Texas Pork Producers Association.
The Plant Based Foods Association and companies including Beyond Meat and Impossible Burger have opposed the measure. Buckley says he has received calls from vegetarians worried a product with "meat" or "beef" in its name might contain animal products.
"This bill is still all about the free market," he says. "It's about a free and fair market where consumers know what they're purchasing."
Broader terms like "burger" could still be used.
Gene Wu (D-Houston) said he worried the measure would lead to lawsuits.
"Many other states that have passed similar bills have gotten sued," he said. "Generally, they're going to lose in court."
Three Republicans voted against the bill, saying the measure amounts to "government overreach."
The non-profit Good Food Institute, which promotes vegetarian alternatives, says the market for plant-based meat grew 27% last year and says plant-based foods that "directly replace animal products" are now a $7 billion per year industry in the U.S.