ALEPH2020 Profile picture
23 Jan, 11 tweets, 6 min read

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?…
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.…
Main reason? The market is profitable. Or at least is expected to become so, according to the strategists within the food corporate system.…
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.…
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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More from @aleph2020

23 Jan

The #vegan option promises a new market horizon to a corporate system in need of expansion. In addition to novel product lines developed by transnational companies, business operations are launched as ambitious tech #startups.…
#SiliconValley & other large investors are attracted in support of a model that will activate supply chains, market speculations, & trade wars over what are expected to be the resources of the future.…
Financial #speculation has become key to overcome the stagnation tendencies of global markets. Global money management can be narrowed down to some 17 financial giants, collectively managing >$40 trillion in a self-invested network of interlocking capital.
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