Marketing and discourse of sustainable pet food proteins
Lead Research Organisation:
CARDIFF UNIVERSITY
Department Name: Cardiff School of Planning and Geography
Abstract
Diversifying the proteins in petfood is a societal and technological response to climate crisis and can be
considered an alternative food movement (AFM) segment of the petfood market. This project will map the
economic and socio-cultural geographies of petfoods through a diversity of traditional and novel protein
sources, and to investigate how manufacturers and producers develop a market-niche around so-called
'alternative' petfoods to answer:
how does protein sourcing for alternative petfoods intersect with existing human food supply chains?
Which social and environmental impacts of petfood producing agro-food networks are informing
producer's decisions to create alternatives?
How do producers frame those impacts to generate consumer awareness about alternative proteins for
pets to develop a market niche?
Ethical issues relate to confidentiality and anonymity which will be addressed through data management
processes. Researcher safety issues relate to lone-working which is addressed through the School's lone worker policy
considered an alternative food movement (AFM) segment of the petfood market. This project will map the
economic and socio-cultural geographies of petfoods through a diversity of traditional and novel protein
sources, and to investigate how manufacturers and producers develop a market-niche around so-called
'alternative' petfoods to answer:
how does protein sourcing for alternative petfoods intersect with existing human food supply chains?
Which social and environmental impacts of petfood producing agro-food networks are informing
producer's decisions to create alternatives?
How do producers frame those impacts to generate consumer awareness about alternative proteins for
pets to develop a market niche?
Ethical issues relate to confidentiality and anonymity which will be addressed through data management
processes. Researcher safety issues relate to lone-working which is addressed through the School's lone worker policy
Organisations
Studentship Projects
Project Reference | Relationship | Related To | Start | End | Student Name |
---|---|---|---|---|---|
ES/P00069X/1 | 30/09/2017 | 29/09/2027 | |||
2741430 | Studentship | ES/P00069X/1 | 30/09/2022 | 09/12/2025 | Carly Baker |