Abstract
ABSTRACT As the number of Israeli vegans grows, so do the restaurants that cater to them. In this context, this article looks at how vegan restaurateurs in Tel Aviv construct discourses on veganism. Rather than emphasizing the uniqueness and distinctiveness of veganism, these restaurants tend to contextualize it as part of two complementing discourses: the discourse of health and the discourse of environmentalism. By contextualizing veganism in discourses external to the dining sphere, restaurateurs see the consumption of vegan food as individual acts that actualize communal responsibility, translating it into good citizenship, but detached from ethical considerations for animals’ wellbeing. At the same time, restaurateurs engage in the “mainstreaming” of their restaurants by concealing their vegan identity and/or serving imitations of animal-based foods. This action dilutes the potential to critique the dominant social food norms embraced by a neoliberal economy that encourages consumption.
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