Listen: When meat isn't meat - the rise of alternative proteins

Rabobank's general manager of Food & Agribusiness Research in Australia and New Zealand Tim Hunt. Photo / Supplied

Alternative proteins are on the verge of becoming mainstream and 'stealing' growth from traditional meat products as they play a growing role in meeting consumer needs and preferences, according to a recently-released Rabobank report.

The report, Watch out...or they will steal your growth examines why alternative proteins - including plant-based meat substitutes, emerging insect or algae-based products and lab-grown meat products - are starting to successfully compete for the "centre of the plate".

Rabobank's general manager of Food & Agribusiness Research in Australia and New Zealand Tim Hunt spoke to The Country's Andy Thompson today about whether these alternatives really do pose a threat to New Zealand agribusiness and how do we label meat that isn't really meat?

Listen below: