Lately, I have been noticing the word protein being used more and more in places where people really mean meat.
You hear it in supermarkets, in food media, and in everyday conversation. Someone asks, “What protein are you having tonight?” when what they really mean is, “What meat are you cooking?” It may seem like a small shift in language, but I do think the words we use matter, because meat is not just protein.
To be clear, I do think the growing cultural focus on protein has been positive for meat in many ways. Meat is rightly recognised as a high quality protein choice, and that has helped people better understand its nutritional value. But somewhere along the way, the language has started to shift from recognising meat as a valuable source of protein to referring to meat simply as protein. That is where I think we need to be more careful.
Protein is a nutrient. Meat is a food category. Meat is an excellent source of protein, but that is only one part of its nutritional value. It provides a whole range of essential nutrients, so when we refer to meat as protein, we overlook much of what it actually offers.
Meat also plays an important role in the way many people cook, eat and gather. It brings flavour, versatility, nourishment and tradition to the table. Referring to it simply as protein fails to capture much of what makes meat meaningful and valuable. It also diminishes the value of the broader supply chain behind meat, including the knowledge, skill, and refined practices developed over generations to produce a nourishing, nutrient dense food.
The word meat is clear, it tells us what the product is. Protein is a more generic term that can group very different foods into the same idea. Beef, lamb, chicken, eggs, tofu, beans, powders and bars all start to sit under the same umbrella. Sure, they all contain protein, but they are not the same thing, and they differ significantly in nutritional value.
This evolution of language has not come from butchers or the meat industry itself. It is more like a byproduct of nutrition and wellness culture and the broader habit of talking about food in indirect terms like protein, carbs and macros. Somewhere along the way, it has become part of everyday food conversation.
Language shapes the way we think about food, and over time it can influence how a food category is understood and valued.
Meat deserves to be spoken about clearly and with confidence, because it is more than a single nutrient. It is a product with identity, value and an important place in the way many of us cook and eat.
Opinion - Jacqueline Bouchier.
