Five meat imitating companies have put together a coalition to educate consumers and to advocate for market access. National Cattlemen’s Beef Association’s Senior Vice President of Government Affairs Colin Woodall says while those companies have a right to produce their product, his group wants to make sure consumers aren’t confused by what they’re doing. He’s not surprised by that coalition being formed.

He says when it comes to real meat and imitation meat products there must be full transparency and truthfulness with how they’re produced and labeled.

The imitation meat group’s coalition intends to lobby lawmakers and the Department of Agriculture regarding their product. Woodall says NCBA will keep on top of their workings and monitor their activities.

The coalition wants to create a clear path for marketing their products.