“The Netherlands Meat Land” Campaign: Towards an Ethnography of Meat

By Irene Stengs On 1 September 2022, the Dutch Central Organisation for the Meat Industry (COV, Centrale Organisatie voor de Vleessector), a partnership consisting of organizations involved in the production and processing of meat (butchers, farmers, fodder companies), launched their online platform Nederland Vleesland (see for the partners constituting the Centrale Organisatie voor de Vleessector [COV]). With the Vleesland campaign the COV started a ‘societal dialogue’ under the slogan ‘The Netherlands Meat Land where tastes differ’ (Nederland Vleesland waar smaken verschillen), in order to tell ‘the story’ of meat in a more nuanced way. The point of departure is the …

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