A Middle Way? Probing Sufficiency through Meat and Milk in China

Project Information

MidWay

Grant agreement ID: 101041995

DOI

10.3030/101041995

EC signature date 25 January 2022

Start date 1 September 2022

End date 31 August 2027

Funded under

• European Research Council (ERC)

Total cost

€ 1 431 630,00

EU contribution

€ 1 431 630,00

Coordinated by

NORGES TEKNISK-NATURVITENSKAPELIGE UNIVERSITET NTNU
Norway

Periodic Reporting for period 1 - MidWay (A Middle Way? Probing Sufficiency through Meat and Milk in China)

Reporting period: 2022-09-01 to 2025-02-28

Summary of the context and overall objectives of the project

The MidWay project explores the idea of “sufficiency” as a guiding principle to reduce consumption while maintaining overall well-being. This research focuses on the consumption of meat and milk in China to understand how these practices have evolved and how they impact the environment. Agriculture is responsible for about 20% of global greenhouse gas emissions, with a significant portion coming from livestock. Instead of just improving efficiency, MidWay looks at sufficiency to see if it can help reduce environmental impacts while maintaining welfare. This means finding a “middle way” between what is considered "too much" and "too little".

The main objective is to investigate how to reduce consumption while still ensuring a good quality of life. This is studied using meat and milk consumption in China as cases. Our hypothesis is that we must first understand the various factors that lead to increased consumption before we can understand reduction. We believe that gaining a better understanding of the supply and demand of meat and milk in China, and how these, over time, have become integral to Chinese food practices, will help us understand better how demand changes. MidWay uses ‘practice theory’ and ‘systems of provision’ to study how meat and milk have become normalised in China, especially since the country’s economic reforms in 1978.

The project suggests that the integration of meat and milk into Chinese food practices could look different, opening up possibilities for reducing consumption in the future. The goal is to assess whether the concept of sufficiency can be a useful guiding principle for reducing consumption, by understanding the social, technical, and cultural factors that make meat and milk desirable in China. This more nuanced understanding of how demand changes could lead to comprehensive policy responses that address these factors.

Work performed from the beginning of the project to the end of the period covered by the report and main results achieved so far

The MidWay project has explored consumption and production practices both historically and contemporary, focusing on meat, milk and salmon in China. The project has produced significant insights through publications, highlighting the cultural, social, and economic dimensions of sufficiency and animal-based food and agriculture.

During the first years, we have written a book chapter comparing pork consumption cultures in China and Norway, providing a historical perspective on pork consumption. We have also spent time refining the concept of sufficiency through publications on low-income groups’ consumption in Norway and on meat reduction controversies in Norway, to help understanding the ways in which demand for meat varies.

The MidWay project has also made significant strides in advancing scientific research and collaboration. Most importantly, we have hired three researchers, two PhD candidates, one postdoc, and one project manager, who all have contributed greatly to the project. The creation of the project website (www.erc-midway.eu) has enhanced the visibility and impact of the project’s scientific outputs by serving as a central hub for disseminating research findings and engaging with a broader audience.

We prepared a Data Management Plan to ensure systematic data collection, storage, and sharing, promoting transparency and compliance with data protection regulations and EU’s FAIR principles. In 2023, we organised workshops in Brussels, Guangzhou, and Shanghai, facilitating interdisciplinary dialogue and collaboration on China’s agri-food systems.

MidWay also expanded its Scientific Advisory Board with Dr. Arve Hansen from the University of Oslo and Dr. Adrian Ely from the University of Sussex, enhancing scientific guidance and oversight. We also gained approval from the Norwegian Agency for Shared Services in Education and Research (Sikt), ensuring compliance with data protection legislation. These achievements underscore MidWay’s commitment to advancing scientific research and fostering international collaboration in agri-food systems.

Progress beyond the state of the art and expected potential impact (including the socio-economic impact and the wider societal implications of the project so far)

The MidWay project addresses the significant impact of food on health and the environment. MidWay introduces three novel aspects to tackle the challenges of changing agri-food practices.

Firstly, MidWay explores the concept of sufficiency to rethink sustainability, recognising limits with regards to what is "enough" and what is "too much". This perspective is crucial for addressing obesity, particularly in China, where obesity rates are high. On the production side, the project highlights the need for limits due to the intensification of food production and the prevalence of ultra-processed foods, which are linked to chronic diseases. A sufficiency-oriented approach aims to reduce impacts rather than just improve efficiency incrementally.

Secondly, the project employs ‘practice theory’ and ‘systems of provision’ to analyse changes in food demand. These perspectives help understand the connections between diets, production methods, technologies, health, and culture. This approach is particularly relevant in China, where sustainable food consumption research has focused on consumer preferences. By examining sociotechnical and cultural variables, MidWay aims to improve food practices and facilitate multifaceted policy responses.

Thirdly, MidWay addresses the challenge of industrial-scale meat and milk dependence in China. It seeks to understand the broader logics of diet change and the cultural entanglements that promote unhealthy or unsustainable foods. By disentangling the processes behind current meat and milk practices, the project provides insights that can inform other sectors and countries facing similar changes in food habits.

Overall, MidWay offers innovative conceptual tools to reduce the negative impacts of human activities on Earth’s biosphere as well as human and animal welfare.

Picture from the first multi-stakeholder workshop in 2023

Illustration of urban environments and animal based foods