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The out-going president of the Huron County Beef Producers Association admits the movement towards plant-based diets is getting a lot of attention right now.

However, Elliott Miller said there’s also a lot of miss-information out there regarding the health and environmental benefits of giving up meat.

“We have to make sure that we’re telling consumers that it’s straight from the farm pretty well, you can’t get it much fresher really, with 100 per cent beef, or any beef product for that matter,” Miller said. “But at the processing end of it, there’s a lot more additives and other products put into this meat-free product that’s being offered.”

Miller added there’s also an environmental impact in all of the processing involved in producing a plant-based product.

“I do agree it’s a fad,” said Miller. “Whether it will go fully away, I don’t know. It’s getting a lot of steam right now but I think it might kind of peter out and they might move on to the next marketing gimmick, but right now that’s kind of what they’re focusing on anyway.”