Fake Name Marketing The U.S. meat industry has taken note of France’s new law banning the assignment of traditional meat names to new protein manufactured products. Uma Valeti of Memphis Meats, a maker of non-animal-based protein, makes the logical argument that process should not color the naming of a product – nomenclature should not be an issue when products have substantial equivalence and equal safety. However, his argument is flawed when he states that barring companies from calling their new protein products “meat” would stifle innovation at a time when global demand for protein is rising exponentially. Where there is demand, there will be innovation. The larger problem is the insistence by Memphis Meats and...