MCHERITAGE: BRANDING IDENTITY IN AN AGE OF UNIFORM TASTE

Andréia Anschau; Érick José de Paula Simão; Renata Menasche

Todos os Trabalhos

Trabalho

DOI

10.29327/9786527226680.1442002

Título do Trabalho

MCHERITAGE: BRANDING IDENTITY IN AN AGE OF UNIFORM TASTE

Autores

Andréia Anschau
Érick José de Paula Simão
Renata Menasche

Modalidade

IRSA - Congresso Mundial de Sociologia Rural (01/10/2025 a 20/01/2026)

Área temática

IRSA 03 - Sociology of Food

Data de Publicação

06/08/2026

País da Publicação

Brasil

Idioma da Publicação

pt-BR

Página do Trabalho

https://www.even3.com.br/anais/sober-irsa2026/1442002-mcheritage--branding-identity-in-an-age-of-uniform-taste

ISBN

978-65-272-2668-0

Palavras-Chave

Food activism, Plant-Based Universities, Seeds of Solidarity Mission, climate emergency, food systems.

Resumo

Both activism and food are important phenomena for understanding social relations and their multiple power implications. The study of “food” is a starting point for questioning who (and why) cooks, who plants, who serves themselves (or is served) first, who decides what will be put on the table, what is planted (and how), and how family and community relationships are built in local spaces. Meanwhile, through the observation of food activism, it is possible to understand certain political mobilizations that demand change and question dominant forces. The Plant-Based Universities movement works with universities in 11 European countries, aiming to implement a 100% plant-based diet. It advocates for a just and sustainable transition as a way to respond to the climate emergency and mitigate global warming. Another similar movement, this one in the Vale do Taquari, RS, Brazil, the “Missão Sementes de Solidariedade” (Seeds of Solidarity Mission) works to promote care for the land and the environment, fostering healthy food systems that consider food sovereignty, that is, food as a right, involving issues of power and autonomy. Taking these two examples of activism into account, we seek to identify similarities and differences in their modes of action, considering the perspective of food localism, the focus on consumption, the mode of food production, and concern for climate emergencies. Based on this comparative study, we conclude that both movements are oriented toward climate emergencies. Their main difference lies in the local and producer-focused approach of the Seeds of Solidarity Mission, in contrast to the globalist, consumption-oriented nature of the Plant-Based Universities movement.

Título do Evento: 16th World Congress of Rural Sociology and 64th Congress of the Brazilian Society of Rural Economics, Management and Sociology
Cidade do Evento: Porto Alegre
Título dos Anais do Evento: Anais do 64º Congresso da SOBER e XVI Congresso Mundial de Sociologia Rural (IRSA)
Nome da Editora: Even3
Meio de Divulgação: Meio Digital
DOI

Como citar

ANSCHAU, Andréia; SIMÃO, Érick José de Paula; MENASCHE, Renata. MCHERITAGE: BRANDING IDENTITY IN AN AGE OF UNIFORM TASTE.. In: Anais do 64º Congresso da SOBER e XVI Congresso Mundial de Sociologia Rural (IRSA). Anais...Porto Alegre(RS) UFRGS, 2026. Disponível em: https//www.even3.com.br/anais/sober-irsa2026/1442002-MCHERITAGE--BRANDING-IDENTITY-IN-AN-AGE-OF-UNIFORM-TASTE. Acesso em: 22/09/2026