The farmers' dilemma: Meat, means, and morality

A systematic review of the definitions, narratives and paths forwards for a protein transition in high-income countries

The protein transition, aiming to rebalance protein intake between animal and alternative proteins, is gaining momentum in scientific and policy discussions on food system transformation. Here, using a systematic review approach, we identified 33 articles that address challenges in reducing the environmental impacts of protein production and consumption, providing healthy diets for a growing population and preventing adverse effects of industrial livestock production systems. We found unclear definitions of the protein transition, conflicting views on reduction or replacement of dietary protein and a lack of attention to systemic change by reducing protein to its macronutrient function. Three narratives were identified, namely, the consumer narrative focusing on consumption-based solutions targeting dietary changes; the techno-centred narrative developing new, more resource-efficient protein production systems; and the socio-technological narrative that intends to transition the agri-food system from an animal-dominated regime to an alternative protein regime. We conclude that solutions should consider factors such as scale, initiating actors and expected impact to support complementary protein transition approaches.

The social impact of cultivated and plant-based meats as radical innovations in the food chain: Views from Brazil, the United States and Europe

Cultivated and plant-based meats have been recognized as radical innovations that may revolutionize food production worldwide. Despite potentially being more sustainable than conventional meat, little is known about the consequences these innovations can bring to society. To help to clarify this topic, we studied the social impacts that cultivated and plant-based meats may bring to Brazil, the United States and Europe. Based on the perspective of 136 experts, our results are divided into market expectations, consumer access, consumer acceptance, impacts on farms, and business opportunities along the new chains. Experts generally predicted an optimistic picture of the social effects with several opportunities as alternative meats become available. However, the consequences for animal farmers seemed worrying in the experts' views. Overall, the opinion of Brazilian and American experts seemed more optimistic than that of Europeans. Our findings may be helpful for practitioners and people involved in rural policy interested in better guiding this transition process in the food production chain.

Meat replacer? No thanks! The clash between naturalness and processing: An explorative study of the perception of plant-based foods

A shift towards a plant-based diet is desired to promote sustainability, improve health, and minimize animal suffering. However, many consumers are not willing to make such a transition, because of attachment to meat and unwillingness to change habits. The present work explored the perception of Norwegian and French consumers' attitudes, barriers and opportunities to increase the likelihood of a shift in diet. Three creative focus groups (CFGs), using interactive tasks such as photo-collage, projective mapping, story completion and third person technique, were run with omnivorous adult consumers in each country. CFGs gathers undirected feedback, providing less biased responses than other exploration methods, related to e.g. social norms. In both countries, results were in general lines comparable. Nutritional knowledge was low regarding vegetable proteins; familiar sources of protein were mostly animal. There is a strong gap between respondents' desired behaviour (balancing nutrition, eating less meat) and their actual behaviour: meat is very important, and the menu is often organized around it. Consumers are curious about vegetable sources of protein, but major constraints were hedonics in France, and convenience in Norway. The main barrier to a shift in diet is the lack of knowledge on how to prepare plant-based meals. Many participants find a conflict between health & sustainability in industrial products, perceiving them as highly processed and suggesting that meat replacers might not be a straightforward way to drive omnivorous consumers to shift to a more plant-based diet.