Eleventh International Conference on Food Studies

Abstract

In recent years, while the vegan food market in the US had experienced unprecedented expansion industry, rivals in the meat and dairy industry took steps to try and restrict this market growth through labeling legislation efforts both on the state and federal levels, after the FDA refused to weigh in on questions of labeling of vegan products. In soy milk a milk? Can a vegan product be labeled a burger or a hot dog if there are no animal by products in it? Several states including California, Louisiana, Oklahoma and others had taken it upon themselves to restrict labeling on vegan products as an effort to aid the animal-based food market. This study explores the politics of these legislations, through archival analysis and interviews, and analyzes the impact on the vegan market, and the outcomes of those legal battles on the vegan food industry in the US. I argue that attempts at post consumption restrictions have little impact on product sales when it comes to labeling, because “A rose by any other name” is not just a Shakespearean saying but rather a valid description for consumer behavior. This recent occurrence in the food industry can provide a road map to how regulation and restrictive attempts impact expanding niche markets within an industry.