Pioneering Plant-Based Innovation in the Face of Labelling Debates

Established in 2020 and headquartered in Austria, Revo Foods aims to revolutionise the seafood industry by enhancing sustainability. Utilising state-of-the-art 3D-printing technology, the company has crafted a selection of plant-based seafood substitutes that faithfully emulate the seafood dining experience.

In recent decades, the problem of overfishing has escalated. The United Nations Food and Agriculture Organisation diligently monitors over 500 fish populations globally. Their data from 2022 reveals that over 35% of these stocks were subject to excessive fishing pressure⁽¹⁾. This is posing a significant threat to ocean ecosystems and fish stocks’ longevity. Acknowledging this pressing need for change, Revo Foods advocates for offering consumers seafood alternatives that don’t harm the environment.

Plant-based proteins are used to replicate not only the flavour but also the texture, structure, and nutritional profile of seafood like salmon and tuna. While the plant-based meat market has experienced notable growth, options for plant-based fish have remained limited—a gap that the Revo Foods team is eager to address. With the milestone of being the first company to introduce a 3D-printed product to global supermarkets, they have already launched products, leveraging earlier technologies to establish a market presence.

Austria's Administrative Court recently dismissed a case brought against Revo Foods by the Vienna City Council. The lawsuit alleged that ‘Revo Salmon – 100% plant-based with pea protein’ could potentially mislead customers into believing it contained traditional animal-derived fish. The start-up refuted the claim, asserting that their packaging clearly states the use of only 100% plant-based ingredients and labels the products as vegan. The court sided with Revo Foods, rejecting Vienna City Council's argument.

The main concerns raised for the case were about whether this adequately conveys the vegan nature of the product. Robin Simsa asserts that the packaging clearly identifies the products as vegan in multiple locations. He stresses the increasingly restrictive legislation in Europe that aims to limit descriptive names for alternative products. Robin advocates for promoting plant-based diets, stressing environmental benefits and expressing hope for increased support from the European Union.

Robin highlights the significant challenges posed by the growing restrictive legislation across European countries, particularly attributing it to protectionism within the traditional meat industry. He emphasises the necessity for clear guidelines in product labelling, advocating for measures such as specifying ‘vegan’ or ‘plant-based’ before the product description or introducing distinctive logos for easy identification. Robin also stressed the potential benefits of collaboration between traditional meat industries and plant-based alternatives, envisioning a seamless transition for companies to adapt to changing consumer preferences towards sustainable protein choices within the meat and seafood industry.

As Robin emphasises the importance of collaboration between plant-based alternatives and the traditional meat industry, he envisions a shift in narrative, urging larger companies to recognise the consumer demand for sustainable protein choices. It is collaboration, rather than opposition, the key to bridging the gap between plant-based and traditional meat industries.