| For about two decades, sustainability discourse has been operating as a public discourse, stressing reformist and imaginary features of sustainable development (Dryzek, 1997; WCED, 1987). This discourse has its political ‘wing’, emphasising societal orientations for renewal of production and consumption towards sustainability at large (CEC, 1997, 1999; COM, 2001; European Parliament, 2002). Indeed, European food system seems to call for developmental measures, as one fifth to circa half of all categories of environmental impacts are caused by the food system (Tukker et al., 2006) and within this system, meat and dairy sector seem to be responsible to large extent for eutrophication and climate change (Weidema et al., 2008). To effect changes towards... |
