On “Sustainable foodieness” at the Stockholm Gastronomy Conference

Within track A.4, the focus was on the close relationship between consumer culture and the empirical context of food and gastronomy. Food culture has become an increasingly important marker for distinction and lifestyle choices. Today, consumers engage with food and restaurant experiences in complex ways that go beyond food merely as nutritional intake. 

Drawing on two FINEST projects – VegPro and Novel Foods – Marcus Klasson Adevi presented "The Tastescript of Sustainable Foodieness: Exploring Culinary Expertise in Plant-based Cooking." 

“In this ongoing study, I follow the idea that culinary experts are central to a popular cultural taste script of sustainable foodieness, by telling actors how to act and succeed as proper sustainable foodies”, says Marcus Klasson Adevi. “I do this by exploring consumers’ experiences to plant-based cooking and culinary experts’ manifestation of competence to promote and support plant-based cooking, for example, by creating and disseminating physical and symbolic goods, such as actual meals, recipes, books, articles, videos, or podcasts, that showcase the benefits and possibilities of plant-based foods.”