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Palatable disruption: the politics of plant milk

Author

Listed:
  • Nathan Clay

    (University of Oxford)

  • Alexandra E. Sexton

    (University of Oxford)

  • Tara Garnett

    (Food Climate Research Network
    University of Oxford)

  • Jamie Lorimer

    (University of Oxford)

Abstract

Plant-based milk alternatives–or mylks–have surged in popularity over the past ten years. We consider the politics and consumer subjectivities fostered by mylks as part of the broader trend towards ‘plant-based’ food. We demonstrate how mylk companies inherit and strategically deploy positive framings of milk as wholesome and convenient, as well as negative framings of dairy as environmentally damaging and cruel, to position plant-based as the ‘better’ alternative. By navigating this affective landscape, brands attempt to (re)make mylk as simultaneously palatable and disruptive to the status quo. We examine the politics of mylks through the concept of palatable disruption, where people are encouraged to care about the environment, health, and animal welfare enough to adopt mylks but to ultimately remain consumers of a commodity food. By encouraging consumers to reach for “plant-based” as a way to cope with environmental catastrophe and a life out of balance, mylks promote a neoliberal ethic: they individualize systemic problems and further entrench market mechanisms as solutions, thereby reinforcing the political economy of industrial agriculture. In conclusion, we reflect on the limits of the current plant-based trend for transitioning to more just and sustainable food production and consumption.

Suggested Citation

  • Nathan Clay & Alexandra E. Sexton & Tara Garnett & Jamie Lorimer, 2020. "Palatable disruption: the politics of plant milk," Agriculture and Human Values, Springer;The Agriculture, Food, & Human Values Society (AFHVS), vol. 37(4), pages 945-962, December.
  • Handle: RePEc:spr:agrhuv:v:37:y:2020:i:4:d:10.1007_s10460-020-10022-y
    DOI: 10.1007/s10460-020-10022-y
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    References listed on IDEAS

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    Cited by:

    1. Khanal, Binod & Lopez, Rigoberto, 2021. "Demand for Plant Based Beverages and Market Competition in Fluid Milk Markets," 2021 Conference, August 17-31, 2021, Virtual 315369, International Association of Agricultural Economists.
    2. Milena Bojovic & Andrew McGregor, 2023. "A review of megatrends in the global dairy sector: what are the socioecological implications?," Agriculture and Human Values, Springer;The Agriculture, Food, & Human Values Society (AFHVS), vol. 40(1), pages 373-394, March.
    3. Mary Sanford & James Painter & Taha Yasseri & Jamie Lorimer, 2021. "Controversy around climate change reports: a case study of Twitter responses to the 2019 IPCC report on land," Climatic Change, Springer, vol. 167(3), pages 1-25, August.
    4. Pingali, Prabhu & Boiteau, Jocelyn & Choudhry, Abhinav & Hall, Aaron, 2023. "Making meat and milk from plants: A review of plant-based food for human and planetary health," World Development, Elsevier, vol. 170(C).
    5. Sheng, Jiping & Su, Wenfan & Li, Songhan, 2021. "Studies on Chinese consumers' willingness to pay for plant-based milk and its influencing factors based on CVM," 2021 ASAE 10th International Conference (Virtual), January 11-13, Beijing, China 329422, Asian Society of Agricultural Economists (ASAE).
    6. Mary Sanford & Jamie Lorimer, 2022. "Veganuary and the vegan sausage (t)rolls: conflict and commercial engagement in online climate-diet discourse," Palgrave Communications, Palgrave Macmillan, vol. 9(1), pages 1-13, December.
    7. Mark Bomford, 2023. "More bytes per acre: do vertical farming’s land sparing promises stand on solid ground?," Agriculture and Human Values, Springer;The Agriculture, Food, & Human Values Society (AFHVS), vol. 40(3), pages 879-895, September.

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