Without change, the dairy and cattle industries will be defunct by 2030.
Cow-based industries should stop yelping and learn from the cautionary tale of automakers, which let Tesla pioneer the clean-energy car alternative and have had to scramble to catch up. They can learn from Coca-Cola, which circled the wagons around its iconic red can and ignored trends towards healthier beverages for over a decade. They can take lessons from conservative and complacent Blackberry, which opened the door to iPhone and Android smartphone dominance.
If they don't change, the meat and dairy industries risk becoming irrelevant. Awareness will continue to spread on the environment and health impacts of meat. And millennials – a quarter of whom say they are vegetarian or vegan – will become an even bigger consumer segment.Redefine their businesses from offering cow-based products to delivering “clean” protein
. While the cost of alternative beef and dairy products is higher today, the RethinkX report predicts that the cost of plant proteins will be five times cheaper by 2030 and 10 times cheaper by 2035 than existing animal proteins. These industries need to anticipate this eventuality and aggressively move to identify and adopt innovative non-animal protein products and practices. Pursuing the current course is a losing proposition..
While many consumers will still want their burgers and cow milk, it won’t be enough to save the cattle industry. I’m waiting for at least one beef or dairy producer to soon break away from the herd, show some leadership, and move in this new direction. Otherwise, the herd will be culled.
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