Summary
This paper examines how regenerative agriculture discourse functions as a rebranding strategy for livestock farming, particularly through appeal to 'future-pasts' narratives and the naturalisation of pastoral systems. The authors, writing from a critical geographical perspective, analyse the rhetorical construction of regenerative livestock narratives in contemporary food systems debate. The work appears to interrogate how such framings may obscure or reposition questions about the environmental and resource implications of livestock production.
Regional applicability
Directly applicable to UK policy and media contexts, where regenerative agriculture narratives feature prominently in agricultural policy and food marketing. The analysis will be relevant to understanding how livestock farming is rhetorically positioned in UK sustainability and net-zero debates.
Key measures
Qualitative discourse analysis of regenerative agriculture framing, narrative themes, and representations of livestock systems
Outcomes reported
The study analysed how regenerative agriculture narratives are constructed and deployed in discourse about livestock farming, examining the rhetorical strategies used to naturalise and rebrand pastoral systems.
Topic tags
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