Case Study: Clear Labeling for Lab-Grown and Plant-Based Protein in Iowa
Result: In May 2024, Governor Kim Reynolds signed Senate File 2391, the Iowa Meat Integrity Bill. Since July 1, 2024, plant-based, lab-grown and insect-based protein products sold in Iowa must be clearly labeled so consumers know they are not meat or eggs.
The challenge
As lab-grown and plant-based protein products reach grocery shelves, Iowa livestock producers wanted clear rules so shoppers can tell those products apart from the beef, pork, poultry and eggs raised on Iowa farms. Without state labeling standards, alternative proteins could be marketed in ways that blurred that line.
The approach
HYS founder Jake Swanson served as the Iowa Cattlemen’s Association’s contract lobbyist during the 2024 legislative session. In that role, HYS spoke on behalf of the Iowa Cattlemen’s Association in support of clear labeling for lab-grown and plant-based protein products.
The outcome
SF 2391, led by Sen. Dawn Driscoll and Rep. Heather Hora, passed the Legislature and was signed by Governor Reynolds in May 2024. The law:
Requires lab-grown, plant-based and insect-based protein products to carry a qualifying term, such as “fake,” “imitation” or “meatless,” so they are not misbranded as meat or eggs
Limits purchases of lab-grown protein and fabricated egg products by Iowa schools, community colleges and state universities
Directs the state to seek a federal waiver so imitation egg products cannot be purchased with food assistance benefits
Gives state regulators, the Attorney General and county attorneys tools to act on misbranded products
“This is about transparency,” Governor Reynolds said of the bill.
Why it matters
Labeling and consumer protection rules shape how Iowa agricultural products compete in the marketplace, and those rules are written at the Capitol and enforced by state agencies. Producers need a voice that understands both farming and state government. During the same session, HYS also helped protect an $18 million tax benefit for Iowa cattle producers. Learn more about our agriculture government affairs and regulatory and state agency strategy work, or email info@hystrategies.com.
Sources: Iowa Cattlemen’s Association, April 24, 2024; Radio Iowa, May 15, 2024; Beef Magazine, May 16, 2024.
