Well, it's good news for cows. That's one way to view
the growing mainstream acceptance of veggie burgers--a menu item
that used to trigger much opposition (if not outright disdain) from
legions of hamburger-loving Americans who questioned the very idea
of beefing down the quintessential national food.
So much for that particular line of reasoning. Led by such
industry stalwarts as Portland-based Gardenburger Inc.--well known
for buying advertising time during the final episode of
"Seinfeld"--the push to strip veggie burgers of their
cult status is heating up.
How so? With an estimated 5 percent of the U.S. population
claiming to eat meat-free diets, rumors abound that one or more of
the fast-food hamburger chains is considering offering veggie
alternatives. On the grocery-store front, burgeoning vegetarian
frozen-food sections are wowing at-home diners not only with
Gardenburger patties, but with Harvest Burgers and other vegetarian
brands as well. Want a slice of the action? Include meatless
burgers on the menu of your own eatery--or risk causing patrons to,
um, have a cow.
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