The label is the message

One of the most important ways a brand can manage its image is through the package label. Seeking to control one portion of labeling, leaders in the industry offered suggestions to USDA during a comment period for cultivated protein marketing standards that closed on December 3:

• Traditional protein industry groups urged USDA to adopt “unambiguous” phrases. The beef industry suggested “lab-grown”; chicken producers recommended against “defined parts terms, such as ‘wing,’ ‘leg’ or ‘breast’”; and dairy groups…