A hands-on framework for the design and implementation of plant-based food experiences

Abstract

This chapter presents how to promote plant-based food consumption as both an ordinary and extraordinary experience. Studies on social, sustainability and experiential marketing are reviewed, and two cases in Arctic Norway are investigated that highlight the plant-based eating challenges of limited local production of vegetables and a dominant animal-based food culture. The cases concern a nonprofit organisation promoting plant-based eating and a company that offers flexitarian luxury meals. A collaborative research approach is adopted, as two of this chapter’s authors are key persons in such organisations’ activities. The insights gleaned from the literature review and the cases are used to develop a hands-on framework for the design and implementation of ordinary and extraordinary plant-based food experiences for practitioners.