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Paper short abstract:

This paper examines the strategic framing of novel proteins (i.e. cultured meat, edible insects and plant-based proteins) as they aim to provide consumers with ‘better’ alternatives to conventional proteins, as well as create new market opportunities by ‘disrupting’ the food system.

Paper long abstract:

Protein production via intensive, industrial means has come under increasing scrutiny over recent years: concerns range from the sector's widespread environmental impacts, poor animal welfare standards, and growing links between high meat consumption and chronic illnesses such as cancer. In response to these issues, novel proteins including cultured (lab-grown) meat, edible insects and plant-based proteins have emerged to provide more sustainable, ethical and healthier alternatives to conventional proteins. Their development however is predominantly rooted in distinct political and economic contexts associated with the Big Tech culture of Silicon Valley, which aim to apply technological market-based solutions to issues of consumption. As such, the developers of alternative proteins (APs) require strategic prioritising of different promises and framings so as to appeal to the many stakeholders involved in the food system (from investors to consumers). They also face the challenge of navigating public opinion as they seek to balance their novelty factor with people's existing perceptions and understandings of what counts as 'food'. This paper will examine the strategic framing of APs and comment on the ways in which this has given rise to new political dynamics within the food system, as well as influenced their own trajectory of development - from the choice of terms and expertise used, to the materiality of the end products themselves.