More than meat? Livestock farmers’ views on opportunities to produce for plant-based diets

Promoting plant-based diets as a response to climate crisis has clear implications for producers of animal derived foods, but surprisingly little research considers their perspectives on this. Our exploration focused on farming strongly associated with meat production in Wales, UK. Mindful of polarised debates around plant-based diets, we considered dietary transition as an opportunity to produce for new markets. The first aim was to identify whether transition towards plant-based diets might trigger transformation of livestock agriculture. Findings indicate a potential trigger event once livestock farmers are certain that consumer trends and climate mitigation require change. Livestock farmers who regard their meat as climate-friendly might resist transitions felt to unfairly disadvantage them. We then considered livestock farmers’ likely capacity to produce plant crops, and how this transformational capacity might be enhanced. Participants highlighted forms of financial and environmental inflexibility, plus social norms regarding “good” Welsh farmers, combining to make transformation risky. Transformational capacity might be enhanced through levering occupational and place attachments by portraying plant crops as a revival of historic practices from traditional farming landscapes. Improved linking capacity will also be beneficial, as producing for new markets requires connections to new supply chains, and learning across divisions within rural communities. We present these preliminary insights to livestock farmers’ attitudes and transformational capacity to inform future research with them to advance just agricultural transitions. Our study indicates potential to avoid confrontational discussion of dietary transition and we hope that others will pursue its focus on opportunities for farmers.