Today’s article has our editors seriously considering starting a column called WTF Wednesday. So, grab a smoothie, sit back, and try not to choke.

Across the pond, animal farmers are throwing major shade at plant-based food makers. Leading the charge is the national sheep Federation Chief Executive Officer, Phil Stocker, who has called plant-based meats processed and industrialized.

The statements have not been unprovoked. The desire for plant-based alternatives has been sweeping Europe in recent years, with some companies pledging to 3 or 4x their plant-based options by the year 2025.

Animal farmers, and the lobbies that represent them, are rightfully concerned. Every year, it seems consumers grow more and more interested in plant-based alternatives to meat, chicken, pork, and fish.

In the United States, the 2019 IPO of beyond meat was gigantic, with famous Wall Street and less Jim Cramer speculating that coronavirus could propel the stock into a behemoth like Amazon. Globally, vegan meat sales are expected to be a 20 or $30 billion market in just the next five years.

Meatless alternatives, like vegan burgers, sausages, and eggs, are thought to be a more eco-friendly means of food production. And with concerns over global warming and irreparable climate change at an all-time high, it seems consumer preference is poised to change dramatically.

No wonder animal farmers are scared.