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  "documentTitle": "AgFunder Alternative Protein White Paper flat and small",
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      "kind": "paragraph",
      "text": "While it can be anticipated that other startups will encounter similar issues as JUST did, the FDA is currently in the process of modernizing standards of identity to achieve three main goals: 1) “protecting consumers against economic adulteration”; 2) “maintaining the basic nature, essential characteristics, and nutritional integrity of food”; and 3) “promoting industry innovation and providing flexibility to encourage manufacturers to produce more healthful foods”214. As speculated in the industry, this modernization effort may end up offering some relief for foodtech startups215,216.",
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      "kind": "paragraph",
      "text": "including Alabama, Arkansas, Kentucky, Mississippi, Missouri, Montana, North Dakota, Oklahoma, South Carolina, South Dakota, and Wyoming200. Legislators say that they are passing these laws with the goal of protecting “confused” consumers from being “tricked” into unintentionally buying the wrong products201. In turn the alternative protein industry and its allies have responded with multiple lawsuits all around the country202,203.",
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      "text": "These legislative strategies are far from being limited to the U.S. All over the world, analogous laws have either already passed or are currently being debated. The Quebec Cattle Producers Federation filed a complaint with the Canadian Food Inspection Agency against Beyond Meat for using the word “meat”204, and the National Party in Australia has been lobbying the Federal Government to forbid terms such as “meat”, “milk” and “seafood” when describing alternative products205. In 2017, the EU prohibited companies from labelling plant-based milk as “milk”206 which led companies in the UK to use the word “mylk”207 while, in France, you’ll only see plant-based “beverages”208. More recently, the EU has been working on banning words such as “sausage” and “burger” to describe alternative meat products and will, instead, enforce the terms “veggie tubes” and “veggie discs”209.",
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      "text": "In an effort to protect consumers from false and misleading information, the FDA requires manufacturers to meet certain “standard of identity” requirements for their products to bear certain protected names210. For example, in order for a product to be called “mayonnaise”, it must contain the following three ingredients: 1) vegetable oil(s); 2) either vinegar and/or lemon or lime juice; and 3) one or more egg yolk-containing ingredients211. Such standards of identity pose unique challenges to plant-based and cell-based startups since their ultimate goal is to develop products that appear identical to consumers but that do not contain their conventional animal-derived ingredients. For example, JUST had initially received a warning letter from the FDA that stipulated that their egg-free “Just Mayo” did not “qualify as the standardized food mayonnaise” and was therefore in violation of the law212. It was only later that a compromise was reached with the FDA that required JUST to meet certain conditions such as labeling the product as “spread and dressing” and displaying “egg-free” on the label213.",
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      "text": "7.2.2 Standards of identity",
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