If you like eating meat in America, there’s an army of trade groups and lobbyists who’ll fight for your right to do so, from the North American Meat Institute to the National Hot Dog and Sausage Council. If dairy’s more your thing, the American Cheese Society and the American Egg Board will back you up. And if you want to slather any of that in ketchup and bright yellow mustard, rest assured the Association for Dressings and Sauces is working tirelessly every day to make it happen.
If, on the other hand, you’d prefer to wash down your tofu burger with a cool glass of almond milk, you’re on your own. Or, at least, you were – until last week, when 23 vegan-friendly food companies came together to launch the Plant Based Foods Association, the first US trade group dedicated to the promotion and protection of the booming trade in plant alternatives to meat, dairy and eggs – a sector the association says is now worth $3.5bn (£2.4bn) a year.