ABSTRACT
This chapter looks at two developments that aim to precisely and directly denormalise industrial meat consumption. The first posits organic meat production as a solution to the myriad of negative impacts of factory farming. Thus, it is offering an alternative process of producing meat, aimed at disrupting the homogenising techniques of production. The second strategy appeals to the value of meat avoidance/vegetarianism as a possible means to fundamentally destabilise and debunk the very notion of eating meat. The chapter highlights two specific ways that this can be done, through advocacy and through substitution in the form of synthetic meat and meat analogues, both of which have to be made possible, ironically, by improvements in science and technology. For organic meat production, it shows how the tendency for 'industrialising' organic farming is ever present a testament to the resilience and inventiveness of the profit-seeking political economy of the livestock industry.
