Resumo

Considering climatic, environmental, health, ethical, economics and food security problems, some studies from diverse sciences estimate that a (utopic) global vegan diet could minimize problems, including reduce the risks of new pandemics crisis. The changes in diets are hard to implement, because food is part of the culture; and meat, particularly, is considered the food par excellence in the Western society. Vegetarian movements fail in mainstreaming plant-based diets. New food tech startups are proposing plant-based meats as part of a solution, constructing collaborative networks.

Given that the engagement of just consumers (only one of the multiple actors who perfoms markets) is not enough, the active participation of multiple stakeholders in the current plant-based meats market can denote a transformative process of mainstreaming? This essay proposes to present and understand the plant-based meat market formation, explaining theories and showing multiple stakeholders ongoings.

Markets are social practices par excellence, working as an ongoing experiment, which can be be submitted to control and power of individuals and society. Consumers alone cannot in fact change a market, but a network of multiple stakeholders can. It is essential to understand the complex and multilevel dynamics that constitute a market change, and deal with this complexity involves marketing devices in diverse actors. Not only analyzing consumer needs and attitudes, but considering the large spectrum of possible practices and frames of practices that market actors can mobilize.

Startups, venture capital and food engineering engaged in find solution for the global problem of meat. Beyond Meat and Impossible Foods developed products that grew up fast in U.S. market. In Brazil, contrary to what might be expected based on the alleged barriers to innovation in the food system, plant-based meats emerge in 2019, with Fazenda Futuro startup, Incrível Seara line, Marfrig-Burger King partnership, among others, that stimulated iniciatives from The Good Food Institute, Embrapa, and another players in first and third sectors. Conflicts, being inherent part market dynamics, emerge

The transformative potential of the plant-based meat market, that operates within the business-productive-financial logic, is noticeably stronger in comparison with consumer and prosumer isolated vegetarian movements, given the complex and established social order through which markets operate. However, this fast pace development, frisson, and broad engagement from different stakeholders indicates a mainstream process that can help to reduce the need of more animals and more impacts in the food system and guarantee a little more food security in times of growing population?

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