THREAD 1 -TRANSNATIONAL CORPORATIONS
Food producers look back at decades of successful marketing, no matter if "animal-" or "plant-" based. In contrast to the past, transnational food corporations are now actively supporting anti-livestock messages. WHY?
livekindly.co/pepsi-vegan-fu…
Food producers look back at decades of successful marketing, no matter if "animal-" or "plant-" based. In contrast to the past, transnational food corporations are now actively supporting anti-livestock messages. WHY?
livekindly.co/pepsi-vegan-fu…
In support of its near-vegetarian #GreatFoodTransformation, the EAT foundation has set up a formal partnership (FReSH) with the World Business Council on Sustainable Development (@WBCSD), an industry platform of which the President is also a member of EAT's advisory board. 
Within FReSH, affiliated food multinationals have explicitly promoted a '#plantbased' transition, sometimes with strong anti-meat overtones. fortune.com/2019/11/19/nes…
Main reason? The market is profitable. Or at least is expected to become so, according to the strategists within the food corporate system.
theguardian.com/business/2020/…
theguardian.com/business/2020/…
Broad support for 'Planetary Health' from #BigFood, otherwise invested in ultraprocessed foods, is less paradoxical than may seem at first. Marketing allows these companies to present their #plantbased mock foods as 'healthy' & 'sustainable' #solutions. foodnavigator-usa.com/Article/2020/1…
Despite the name, the '#plantbased' sales argument refers to bulk materials that are *derived* from plants (starches, protein extracts, oils), rather than to wholesome plants as such.
This remarkable inversion of nutritional common sense is fully compatible with the post-modern industrial paradigm, whereby a predictable flow of cheap substrates is able to generate 'added value' based on lifestyle branding and 'cultural' capital.
The transformation of amorphous & mostly untasty plant-derived materials into foods that are somewhat able to mimic the animal-sourced originals requires specialized high-tech interventions, an expertise in which the sector excels & has a clear competitive advantage.
Due to the now limited innovation potential of conventional ultraprocessed foods, #greenwashing holds the largest potential to revive the market, ever since the margarine paradigm & (somewhat later) #lowfat craze triggered a profitable model for #light products via tech-fixing.
Indeed, in today's Western upper-middle classes, previous anxieties about body weight are now overshadowed by existential climate angst & its implications for 'moral eating'.
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