Demographic forces are putting those involved in the livestock industry in a precarious position. Meat consumption is down and the creation of alternatives — like The Impossible Burger, a veggie-based item that looks, smells and even bleeds like meat — means change is coming. University of Guelph professor and director of the Food Institute Evan Fraser told the Financial Post that in order to survive demographic, political and environmental forces, the meat industry will have to embrace the change, which will be especially challenging if the Liberal government implements carbon pricing. Fraser said that he was concerned for his beef industry friends and added that the companies that have started experimenting early will be the ones that adapt best to the changes in both the regulatory environment and with consumer tastes. Fraser suggested that our dietary changes would be incremental and that there could be a day when a bizarre protein choice, like insects for example, might seem normal.