On 29 July 2026, Regulation (EU) 2026/1739 was published, a regulation amending Regulations (EU) No 1308/2013, (EU) 2021/2115 and (EU) 2021/2116 with the aim of strengthening the position of farmers in the
food supply chain.
Considering the structural weakness of the agricultural sector compared with other operators in the food chain, rising production costs, market volatility, inflationary pressure, changes in consumer habits and the need to move towards more sustainable models have eroded profitability of in agriculture, the EU legislator has adopted legislative measures aimed at restoring confidence in the food chain, strengthening the bargaining power of farmers, cooperatives and producer organisations, protecting their incomes and encouraging generational renewal in the sector.
However, although the core of the reform revolves around contractual relations, collective bargaining and the strengthening of producer organisations, there is one amendment that will probably generate the most media attention and legal debate in the coming years: the protection of names linked to meat and meat products.
A new legal reservation for meat names
Among the amendments introduced in Regulation (EU) No 1308/2013, the one relating to the names of meat and meat products is particularly noteworthy. It establishes, firstly, what should be understood by “meat” and by “meat products”. It also provides that certain names traditionally associated with products of animal origin will be reserved for the marketing of meat and meat products.
The list is extensive and includes not only generic references to animal species —such as beef, pork, chicken, turkey, lamb or goat— but also cuts and pieces commonly used in the EU market, including:
- Tenderloin.
- Loin.
- Rib.
- Chop.
- Breast.
- Rib steak.
- Bacon.
- Steak.
- Liver.
- T-bone.
These names may only be used to designate meat products or products in which those terms are used in association with the animal species from which they originate.
The impact on foods obtained through cell culture
One of the most relevant aspects of the reform is the express prohibition on using the reserved names to describe foods obtained through cell or tissue culture.
The new text establishes that neither the term “meat” nor any of the protected names may be used to designate foods consisting of cultured cells or tissues, or produced from animals, plants, microorganisms, fungi or algae, within the meaning of Regulation (EU) 2015/2283 on novel foods.
The legislator has taken a clear position in response to the debate arising from the development of cellular agriculture technologies and the growing investment in alternative proteins.
From a practical point of view, this means that products marketed in the future under novel food authorisations will hardly be able to use expressions such as:
- cultivated meat;
- cultivated steak;
- cultivated breast;
- cellular bacon;
if those names fall within the catalogue of terms reserved under EU legislation.
Will it also affect plant-based foods?
The new provision goes beyond the debate on cultivated meat and also has the potential to affect certain marketing strategies for plant-based foods.
The regulation reserves meat-related terms for agricultural products covered by the Treaty on the Functioning of the European Union and other foods marketed on the EU market, except for the exemptions provided for in future delegated acts.
Although it will be necessary to analyse the interpretation made by the competent authorities and, where appropriate, the Court of Justice of the European Union, the new wording appears to be aimed at strengthening the protection of names traditionally associated with meat against uses that may lead to their being equated with alternative products.
A long transitional period for adaptation
Aware of the commercial scope of the measure, the European legislator has provided for a particularly long transitional period.
According to Article 4, products that do not comply with the new naming rules and that were obtained or imported into the Union before the date of application may continue to be marketed until stocks are exhausted or, at the latest, until 19 August 2032.
Furthermore, the provisions relating to meat names will not apply immediately. Article 5 establishes that the corresponding amendment to Annex VII will begin to apply from 19 August 2029.
This provides operators, manufacturers, distributors and trademark owners with significant scope to review their labelling, advertising and commercial positioning strategies.
Conclusion
Regulation (EU) 2026/1739 has a very specific political and economic objective: to strengthen the position of farmers within the food chain and improve their bargaining power. Nevertheless, one of its most visible consequences will probably occur in the field of food information and labelling.
The creation of a legal reservation for terms such as steak, chop, tenderloin, breast, bacon or rib steak represents a regulatory change of major relevance for the alternative protein, plant-based food and cell-cultured product sectors. From 2029, the use of these names will be subject to new restrictions that will require the commercial names, marketing strategies and labelling of numerous current or future products in the EU to be reviewed.
Beyond the terminological debate, the reform reflects an increasingly evident regulatory trend in the EU: the protection of traditional names linked to agri-food products against new production models, seeking to ensure the clarity of the information provided to consumers and preserve the economic value generated by the agricultural and livestock sector.
