Assessing levels of traditionality and naturalness depicted on labels of fermented meat products in the retail: Exploring relations with price, quality and branding strategy.

Food labelling is a tool to inform consumers about the specifications and characteristics of a product. Additionally, labels display information about traditionality and naturalness, of which the meaning is highly subjective. There is a paucity of research examining attributes both of tradition and naturalness. In this study, traditionality was assessed by a model that included temporal, geographical, know-how, and cultural components. Naturalness was evaluated based on bio/organic elements, 'free-from' claims, and natural ingredients. Therefore, a content analysis tool was developed to analyze and score labels of fermented meat products, which generated insights in the key label characteristics of tradition and naturalness. The degree of tradition and naturalness was the average of their subdimensions which were scored based on the displayed elements. A higher degree of tradition and naturalness was linked to higher prices. Fermented meat labels were found to be strongly embedded in 'authenticity', and less in naturalness, an element more attractive for private labels than for branded products.

Meat in the post-truth era: Mass media discourses on health and disease in the attention economy.

The debate on meat's role in health and disease is a rowdy and dissonant one. This study uses the health section of the online version of The Daily Mail as a case study to carry out a quantitative and qualitative reflection on the related discourses in mass media during the first fifteen years of the 21st century. This period ranged from the fall-out of the bovine spongiform encephalopathy (BSE) crisis and its associated food safety anxieties, over the Atkins diet-craze in 2003 and the avian flu episode in 2007, to the highly influential publication of the report on colon cancer by the International Agency for Research on Cancer (IARC) in 2015. A variety of conflicting news items was discernible, whereby moments of crisis, depicting the potential hazards of meat eating, seemed to generate reassuring counter-reactions stressing the benefits of meat as a rich source of nutrients. In contrast, when the popularity of meat-rich diets was on the rise due to diets stressing the role of protein in weight control, several warnings were issued. Meat's long-standing and semiotic connotations of vitality, strength, and fertility were either confirmed, rejected or inverted. Often this was achieved through scientification or medicalisation, with references to nutritional studies. The holistic role of meat within human diets and health was thus mostly reduced to a focus on specific food components and isolated biological mechanisms. The narratives were often histrionic and displayed serious contradictions. Since several interests were at play, involving a variety of input from dieticians, (health) authorities, the food industry, vegan or vegetarian movements, and celebrities, the overall discourse was highly heterogeneous.