The Civilised Burger: Meat Alternatives as a Conversion Aid and Social Instrument for Australian Vegetarians and Vegans

Australians consume and enjoy a variety and abundance of meats. The preferred protein sources in the typical Western diet are flesh foods derived from cattle, sheep, pig, bird and aquatic species. There is, however, an emerging marketplace that offers alternatives. This paper explores the centrality of meat alternatives in the food habits and practices of Australian vegetarians and vegans. The term 'meat alternatives' refers to the variety of foods that are commonly referred to as 'mock meats'. They are plant-based products that approximate the aesthetic qualities and/or nutritional value of certain types of meat, and they are part of a quietly booming alternative food economy.