Decolonizing Plant-Based Food: The Case of Tempeh in Sweden and its Product & Branding Development

Abstract

This thesis explores the intersection of food technology, consumer behavior, and food studies within the context of food product innovation and development, grounded in traditional food knowledge. The focus is on developing tempeh products using lupin and yellow peas—two legumes well-suited to the Swedish climate. The product development process aimed to enhance the protein content and sensory qualities of these legumes while ensuring that the final products not only acknowledge but also elevate traditional foodways—specifically, tempeh fermentation—increasing their visibility and effectively communicating them to consumers. The project resulted in a product and packaging design prototype, informed by a critical discourse analysis of existing product packaging, semi-structured interviews, and the application of the design thinking framework to product development. This research underscores the critical importance of responsible product development, where cultural authenticity and sustainability are not compromised for the sake of marketability. The project highlights the potential for food companies to create products that resonate with consumers while respecting traditional foodways, contributing to a more ethical and inclusive food system. The findings advocate for the adoption of transparent, culturally informed branding strategies and stronger regulatory measures to prevent cultural exploitation in the food industry.

Popular Abstract

This research project explored innovative ways to develop plant-based protein foods using lupin and yellow peas, which are well-suited to Sweden’s climate, by employing traditional Indonesian tempe fermentation techniques. Tempe fermentation, a method that has been practiced for centuries, not only increases the protein content of these legumes but also improves their digestibility, making them valuable ingredients for high-protein plant-based diets.

The study found that consumers are increasingly demanding transparency and cultural authenticity in their food choices. By providing clear and complete information about the origins of the food, and honoring traditional food practices, companies can significantly enhance consumer acceptance and satisfaction. When consumers associate positive cultural narratives with a product, they also perceive its flavors more favorably, underscoring the importance of honest and authentic branding.

However, the research also highlighted a concerning trend: the commercialization of traditional foods often involves stripping them of their cultural significance. The companies analyzed in this study were found to erase the traditional knowledge and Javanese art of tempe fermentation, rebranding it as a generic, industrialized product while misleadingly marketing it as sustainable. Such practices undermine food transparency, promote greenwashing, and can ultimately harm food quality and biodiversity.

If these issues can arise with tempe—an item that is well-protected in Indonesia through scientific research, national recognition, and educational promotion—other traditional food knowledge, especially those lacking similar recognition, are even more vulnerable to cultural erasure. This phenomenon is part of what’s termed “culinary colonialism,” where traditional foods are marketed as sustainable vegan options without proper acknowledgment of their cultural roots. As food writer Dan Saladino noted, allowing this trend to continue risks leading consumers to “eat their way to extinction” by ignoring the heritage and sustainability of traditional foodways.

The study calls for stronger regulations to ensure that food branding accurately reflects the cultural origins of traditional foods. Governments and food agencies should enforce policies that protect food cultural biodiversity and provide consumers with truthful and transparent product information. Further research, including larger surveys and focus groups, is necessary to deepen our understanding of consumer perceptions and the importance of preserving traditional food knowledge in the face of modern sustainability challenges.

Overall, this project demonstrates that food companies can create products that are both culturally respectful and meet modern nutritional demands, provided they engage closely with the communities that have preserved these traditional practices. By committing to transparency and cultural integrity, the food industry can help foster a more inclusive, ethical, and sustainable food system that respects the rich cultural heritage of foods like tempe and aligns with consumer expectations for authenticity and sustainability.

• author: Nabila, Aisyah
• supervisor: Håkan Jönsson
• organization: Food Technology and Nutrition (M.Sc.)
• course: KLTM02 20241
• year: 2024
• type: H2 - Master's Degree (Two Years)
• subject: Agriculture and Food Sciences
• keywords: Sustainable food system, Food labelling, Food justice, Food product development, food engineering nutrition and food chemistry
• language: English
• id: 9173781
• date added to LUP: 2024-09-05 11:51:46
• date last changed: 2024-09-15 03:42:26