As governments are pressurised by Big Meat, they will raise the kind of obstacles that, in the UK and US, have delayed the rollout of renewable electricity. The UK government, for example, is reported to be considering a ban on calling plant-based products “milk” and “butter”. What it will do about coconut milk and peanut butter is anyone’s guess. No VAT is charged on meat and milk here, but most plant-based alternatives must pay 20%.