We argue #foodgeographers are well placed to critically examine recent corporate trends of #vegan mainstreaming - what we term Big Veganism - but that this subdiscpline of geog has been largely disconnected from increasingly diverse work on #veganism elsewhere in social sciences
The paper first reviews three key themes from work in vegan studies that have critically explored the opportunities & tensions of vegan mainstreaming: 1) multiple contested modes of veganism; 2) veganism as praxis in place; & 3) the rise of corporate veganism
👆These offer useful foundations for (food) geographers to build on - we identify 4 conceptual traditions from food geography as a starting point: 1) following & placing food; 2) critiquing 'alterity' in #AFNs; and the cultural (3) & material (4) politics of things becoming food
These directions set forward a programme of future 'vegan food geographies' work that we hope contributes to existing critical analysis of (corporate) vegan trends, incl recent agenda-setting work by Carol Morris, @DrRichardJWhite & colleagues on animal-free/vegan geographies