Background: The current unsustainable situation of the seafood industry requires innovative solutions and there is an opportunity for companies to provide consumers with plant-based options which would enable them to eat seafood without harming the oceans. However, there are still several barriers keeping consumers from choosing plant-based products, such as limited knowledge, social norms, and cultural settings. Previous studies regarding how a cultural context and storytelling might be used to influence people towards more plant-based eating, especially relating to plant-based seafood are limited. Therefore, it is interesting to examine how companies offering plant-based foods can use culture and certain narratives held by consumers in their branding to integrate them into the Swedish culture and influence consumers towards a more sustainable consumption.   Purpose: The purpose of this study is to investigate what narratives influence consumers, and how companies offering plant-based food can use these narratives to drive a change towards more sustainable consumption among people in Sweden.   Method: Using a semi-structured approach, two focus groups were conducted and two different companies offering plant-based food were interviewed. Furthermore, this qualitative research uses an inductive approach, and the gathered data was later analyzed under a thematic analysis which was the foundation for the conceptual framework.   Conclusion: The myths and narrative towards plant-based substitutes are a noteworthy barrier to adoption, and cultural branding seems to be a favorable strategy for brands offering plant-based food. The findings suggest that culture and childhood experiences have a substantial influence on consumer demand for different types of foods, and that a change in dietary patterns requires a change in the surrounding cultural norms. Brands offering plant-based products need to understand the cultural norms of their target customers and leverage cultural contradictions to offer products that align with personal values.

Plant-based foods are considered to be more sustainable food source than animal-based foods due to their lower environmental impact. However, there is a challenge in producing plant-based foods with similar taste, texture, and appearance to animal-based products to meet consumers expectations. The appearance, which includes color, is the first sensory attribute consumers experience of foods, and so it influences consumers’ buying decisions. Food colorants are added to match the color of plant-based foods with animal-based ones. The food colorant choice is shifting toward natural colorants due to their perceived health benefits and clean-label aspects. Therefore, this study aimed to optimize the optical properties of plant-based foods using natural food colorants. Initially, the impact of natural pigments that selectively absorb light (turmeric, red beet, and butterfly pea flower) and colloidal particles that selectively scatter light (oil droplets) on the optical properties of model plant-based oil-in-water emulsions was investigated. It was found the pigment and oil droplet characteristics, including pigment type and concentration, and droplet size and concentration, could be adjusted to modulate the chromaticness or lightness of emulsions by altering light absorption and scattering effects. This knowledge is useful to optimizing the appearance of plant-based foods by adjusting these parameters. Then, natural pigments with three primary colors (yellow, red, and blue) were blended to mimic the color of animal-based products (raw meat, cooked meats, egg, and cheese). A color matching model developed from Kubelka-Munk and color theories was then used to determine the optimum ratio of each colorant needed to match the spectral reflectance of animal-based products. The methodology developed was able to optimize the color of model plant-based emulsions to that of different food matrices. The improved understanding of the optical properties of natural pigments and color matching theory developed in this study should help to formulate plant-based foods with more similar appearances to animal-based products, thereby increasing consumers’ acceptance of plant-based foods.

Using ethnobotanical, anthropological and social science theory and methods this work illustrates significance of studying traditional foods and their medicinal qualities for maintaining health. Set in the background of the communities¿ practises and rituals specific plant-based items, used by Sikh and Ukrainian migrant communities, are a central focus to understanding the significance of practises and related knowledge for maintaining health and the broader concept of ¿well-being¿. Literature review, participant observation and in-depth interviewing techniques were used to identify 126 species of plants mentioned. These illustrate what was a primarily female domain of knowledge now becoming superficial and spread over domains of both men and women. This study notes convenience in terms of time and transport, changes in markets in the UK, importation of goods and the use of machinery and techniques such as freezing, and intervention by healthcare professionals have all affected the way traditional foods and remedies are perceived and practised. There are key foods which will remain important for generations to come whilst the domains are changing. Specific community structures support maintenance of food practises, including langar within the Sikh community and the regular OAP Ukrainian lunchtime club and numerous food events where foods with particular religious and cultural significance are made by at least two generations. These events involve transmission of knowledge related to foods and their health qualities, including images of strength as a ¿people¿. By questioning the significance of emic perspectives healthcare professionals and policymakers could learn much from practises developed over centuries or millennia.

A caracterização dos méis monoflorais tomou-se uma tendência mundial. Sendo assim, este trabalho apresenta o desenvolvimento e otimização de metodologias para as análises de carboidratos por Cromatografia Líquida de Alta Eficiência (CLAE), para o tipo de montagem da lâmina para a realização do espectro polínico e para a determinação do conteúdo de umidade, com o intuito de caracterizar as amostras de méis monoflorais de eucalipto e laranja de algumas regiões do Estado de São Paulo. Na análise polínica foi empregado o método modificado de Iwama e Melhem (1979) para limpeza dos grãos de pólen, e para a montagem da lâmina foi realizado um estudo de comparação entre o método de Iwama e Melhem (1979) e o método proposto (Louveaux modificado, 1978), através de um teste de duas proporções. No conteúdo de umidade foi realizada a comparação de dois métodos oficiais (AOAC e EHC) através de um planejamento fatorial e um estudo da variabilidade empregando-se um planejamento hierárquico. Para a análise do conteúdo de carboidratos realizou-se a otimização das condições de análise por CLAE, empregando-se um planejamento de misturas e uma análise de regressão linear para curvas de calibração, um teste-t para estudo da recuperação e uma análise de variância (ANOVA) para comparar os conteúdos de carboidratos das duas floradas. Na análise polínica pode se observar que o método proposto (Louveaux modificado) era o mais adequado visto que este apresentava uma maior distribuição das famílias de menor freqüência. Com os espectro polínicos (pólen dominante) das amostras de méis coletadas pode-se classificar os méis como monoflorais de eucalipto e laranja. Através da análise do espectro polínico completo pode-se observar que os méis monoflorais de laranja possuem uma diversificação maior de famílias em relação aos méis monoflorais de eucalipto, sugerindo que estes méis possuem uma maior variação de néctares e grãos de pólen na sua formação, sendo que este fato pode estar relacionado às regiões de cultivo. O planejamento fatorial 22 no conteúdo de umidade sugeriu que as amostras cristalizadas interferem na medida do índice de refração. O emprego do pré-tratamento da amostra (EHC) permitiu uma diminuição nos conteúdos de umidade das amostras cristalizadas. Quando este pré-tratamento foi usado para amostras líquidas não se observaram diferenças significativas no teor de umidade. Pode-se então sugerir que o método refratométrico da Comunidade Européia de Mel (EHC) seria os mais adequados para ser usada nas amostras líquidas e cristalizada. O estudo da variabilidade dos conteúdos de umidade realizado através de um planejamento hierárquico e análise de variância (ANOVA) indicaram que existem diferenças significativas entre as fontes florais e entre as amostras de méis. Foram escolhidas como melhores condições experimentais para a determinação dos carboidratos no mel por CLAE, o uso de coluna de aminopropil de tamanho menor (15,0cm x 4,5cm), e uma temperatura de 32°C na coluna e de 35,5°C para o detector de índice de refração e uma vazão de fluxo de 1,2 mL/min. Para a fase móvel o planejamento em misturas realizado, indicou como melhor fase móvel a mistura 50:10:40(acetonitrila; água; acetato de etila). Ao realizar as curvas de calibração dos carboidratos (glicose, frutose, sacarose, turanose e maltose) pode-se observar que estas eram lineares, com R2ajust altos e precisão aceitáveis para a quantificação dos carboidratos. Foi determinada a capacidade de detecção (0,2 - 0,4%) e capacidade de quantificação (0,7 - 1,3%) para a sacarose, turanose e maltose. O estudo de recuperação média dos carboidratos sugeriu que curvas de calibração poderiam ser utilizadas com confiança para determinar os conteúdos de carboidratos. A avaliação entre as concentrações médias dos carboidratos individuais pela ANOVA e pelo teste-t ao nível de 95% de confiança dos méis monoflorais de eucalipto e laranja, sugeriu que existem diferenças significativas nas concentrações de glicose, sacarose e turanose nas amostras de méis. Desta forma pode-se classificar os méis monoflorais de eucalipto e laranja através do espectro polínico. Conclui-se que as determinações do conteúdo de umidade e carboidratos (glicose, sacarose e turanose) podem se empregados para caracterizar a origem botânica dos méis monoflorais de eucalipto e laranja. / Considering the characterization of monofloral honeys as a worldwide tendency, this study presents the development and optimization of methodologies for carbohydrate analysis by HPLC, the kind of standardization for lamina preparations for pollen analysis and the determination of moisture content in order to characterize eucalyptus and orange monofloral honey samples from some regions in São Paulo State. The modified method of Iwama and Melhem (1979) was employed for pollen analysis pollen cleaning. For lamina preparation it a comparison study was made between the Iwana and Melhem (1979) method and the proposed method (Louveaux modified) through two proportion tests. A comparison for moisture content was made between two official methods (AOAC and EHC) through a factorial desing and a study of variability through hierarchical desings. For the carbohydrate content analysis an optimization of analysis conditions for HPLC was made using mixture desing and a linear regression analysis for calibration curves, a t-test for a recovery study and a variance analysis (ANOVA) to compare the carbohydrate contents of both floral origins. In pollen analysis one can observe that the proposed Louveaux modified method was the most adequate since it showed a bigger distribution of less frequently occcoring families. With the pollen spectrum (dominant pollen) from honey samples, the monoflorals of eucalyptus and orange, can be classified. And by complete pollen spectrum analysis one can observe that orange monofloral honeys contain more diversified families relative to eucalyptus monofloral honeys, suggesting these honeys have a bigger variation of nectars and pollen grains in their formation. This fact can be related to regions of plantation. The factorial desing 22 in moisture content suggests that the crystallized samples interfere in refractive index measurements. The (EHC) sample pre-treatment led to lower moisture contents of crystallized samples. When this pre-treatment was used for liquid samples no significant differences were observed concerning moisture content. Therefore it can be suggested that the EHC refractrometric method is more appropriate to use for liquid and crystallized samples. The study of moisture content variability through hierarchical desing and variance analysis indicates significant differences among floral sources and moisture content of honey samples. The use of a aminopropil column of smaller size (15,0 cm x 4,5 cm) and a temperature of 32 ° C in the column and 35,5 ° C for the refractive index detector and a flow rate of 1.2 ml/min were the best experimental conditions chosen to determine the carbohydrates in honey by HPLC. For the mobile phase the mixture desing indicated that the best combination was 50: 10: 40( acetonitrile, water, ethyl acetate). The calibration curves of the carbohydrates (glucose, fructose, sucrose, turanose, maltose) were linear, with high R2 and had acceptable accuracy for carbohydrate quantification. 80th the detection capacity and quantification capacities were determined the former being (0.2 - 0.4%) and the latter (0.7 - 1.3 %) for sucrose, turanose and maltose. The mean recovery study of carbohydrates suggested that the calibration curves are reliable to determine carbohydrate contents. The evaluation among the mean concentrations of individual carbohydrates by ANOVA and t-test at the 95% confidence level of eucalyptus and orange monofloral honeys suggested that there are significant differences in glucose, sucrose and turanose concentration in these honey samples. In this way eucalyptus and orange monofloral honeys can be classified by the pollen spectrum. Therefore, it was concluded that the eucalyptus and orange monofloral honeys can be classified by moisture content determination and/or carbohydrate (glucose, sucrose and turanose) determination.

A caracterização dos méis monoflorais tomou-se uma tendência mundial. Sendo assim, este trabalho apresenta o desenvolvimento e otimização de metodologias para as análises de carboidratos por Cromatografia Líquida de Alta Eficiência (CLAE), para o tipo de montagem da lâmina para a realização do espectro polínico e para a determinação do conteúdo de umidade, com o intuito de caracterizar as amostras de méis monoflorais de eucalipto e laranja de algumas regiões do Estado de São Paulo. Na análise polínica foi empregado o método modificado de Iwama e Melhem (1979) para limpeza dos grãos de pólen, e para a montagem da lâmina foi realizado um estudo de comparação entre o método de Iwama e Melhem (1979) e o método proposto (Louveaux modificado, 1978), através de um teste de duas proporções. No conteúdo de umidade foi realizada a comparação de dois métodos oficiais (AOAC e EHC) através de um planejamento fatorial e um estudo da variabilidade empregando-se um planejamento hierárquico. Para a análise do conteúdo de carboidratos realizou-se a otimização das condições de análise por CLAE, empregando-se um planejamento de misturas e uma análise de regressão linear para curvas de calibração, um teste-t para estudo da recuperação e uma análise de variância (ANOVA) para comparar os conteúdos de carboidratos das duas floradas. Na análise polínica pode se observar que o método proposto (Louveaux modificado) era o mais adequado visto que este apresentava uma maior distribuição das famílias de menor freqüência. Com os espectro polínicos (pólen dominante) das amostras de méis coletadas pode-se classificar os méis como monoflorais de eucalipto e laranja. Através da análise do espectro polínico completo pode-se observar que os méis monoflorais de laranja possuem uma diversificação maior de famílias em relação aos méis monoflorais de eucalipto, sugerindo que estes méis possuem uma maior variação de néctares e grãos de pólen na sua formação, sendo que este fato pode estar relacionado às regiões de cultivo. O planejamento fatorial 22 no conteúdo de umidade sugeriu que as amostras cristalizadas interferem na medida do índice de refração. O emprego do pré-tratamento da amostra (EHC) permitiu uma diminuição nos conteúdos de umidade das amostras cristalizadas. Quando este pré-tratamento foi usado para amostras líquidas não se observaram diferenças significativas no teor de umidade. Pode-se então sugerir que o método refratométrico da Comunidade Européia de Mel (EHC) seria os mais adequados para ser usada nas amostras líquidas e cristalizada. O estudo da variabilidade dos conteúdos de umidade realizado através de um planejamento hierárquico e análise de variância (ANOVA) indicaram que existem diferenças significativas entre as fontes florais e entre as amostras de méis. Foram escolhidas como melhores condições experimentais para a determinação dos carboidratos no mel por CLAE, o uso de coluna de aminopropil de tamanho menor (15,0cm x 4,5cm), e uma temperatura de 32°C na coluna e de 35,5°C para o detector de índice de refração e uma vazão de fluxo de 1,2 mL/min. Para a fase móvel o planejamento em misturas realizado, indicou como melhor fase móvel a mistura 50:10:40(acetonitrila; água; acetato de etila). Ao realizar as curvas de calibração dos carboidratos (glicose, frutose, sacarose, turanose e maltose) pode-se observar que estas eram lineares, com R2ajust altos e precisão aceitáveis para a quantificação dos carboidratos. Foi determinada a capacidade de detecção (0,2 - 0,4%) e capacidade de quantificação (0,7 - 1,3%) para a sacarose, turanose e maltose. O estudo de recuperação média dos carboidratos sugeriu que curvas de calibração poderiam ser utilizadas com confiança para determinar os conteúdos de carboidratos. A avaliação entre as concentrações médias dos carboidratos individuais pela ANOVA e pelo teste-t ao nível de 95% de confiança dos méis monoflorais de eucalipto e laranja, sugeriu que existem diferenças significativas nas concentrações de glicose, sacarose e turanose nas amostras de méis. Desta forma pode-se classificar os méis monoflorais de eucalipto e laranja através do espectro polínico. Conclui-se que as determinações do conteúdo de umidade e carboidratos (glicose, sacarose e turanose) podem se empregados para caracterizar a origem botânica dos méis monoflorais de eucalipto e laranja. / Considering the characterization of monofloral honeys as a worldwide tendency, this study presents the development and optimization of methodologies for carbohydrate analysis by HPLC, the kind of standardization for lamina preparations for pollen analysis and the determination of moisture content in order to characterize eucalyptus and orange monofloral honey samples from some regions in São Paulo State. The modified method of Iwama and Melhem (1979) was employed for pollen analysis pollen cleaning. For lamina preparation it a comparison study was made between the Iwana and Melhem (1979) method and the proposed method (Louveaux modified) through two proportion tests. A comparison for moisture content was made between two official methods (AOAC and EHC) through a factorial desing and a study of variability through hierarchical desings. For the carbohydrate content analysis an optimization of analysis conditions for HPLC was made using mixture desing and a linear regression analysis for calibration curves, a t-test for a recovery study and a variance analysis (ANOVA) to compare the carbohydrate contents of both floral origins. In pollen analysis one can observe that the proposed Louveaux modified method was the most adequate since it showed a bigger distribution of less frequently occcoring families. With the pollen spectrum (dominant pollen) from honey samples, the monoflorals of eucalyptus and orange, can be classified. And by complete pollen spectrum analysis one can observe that orange monofloral honeys contain more diversified families relative to eucalyptus monofloral honeys, suggesting these honeys have a bigger variation of nectars and pollen grains in their formation. This fact can be related to regions of plantation. The factorial desing 22 in moisture content suggests that the crystallized samples interfere in refractive index measurements. The (EHC) sample pre-treatment led to lower moisture contents of crystallized samples. When this pre-treatment was used for liquid samples no significant differences were observed concerning moisture content. Therefore it can be suggested that the EHC refractrometric method is more appropriate to use for liquid and crystallized samples. The study of moisture content variability through hierarchical desing and variance analysis indicates significant differences among floral sources and moisture content of honey samples. The use of a aminopropil column of smaller size (15,0 cm x 4,5 cm) and a temperature of 32 ° C in the column and 35,5 ° C for the refractive index detector and a flow rate of 1.2 ml/min were the best experimental conditions chosen to determine the carbohydrates in honey by HPLC. For the mobile phase the mixture desing indicated that the best combination was 50: 10: 40( acetonitrile, water, ethyl acetate). The calibration curves of the carbohydrates (glucose, fructose, sucrose, turanose, maltose) were linear, with high R2 and had acceptable accuracy for carbohydrate quantification. 80th the detection capacity and quantification capacities were determined the former being (0.2 - 0.4%) and the latter (0.7 - 1.3 %) for sucrose, turanose and maltose. The mean recovery study of carbohydrates suggested that the calibration curves are reliable to determine carbohydrate contents. The evaluation among the mean concentrations of individual carbohydrates by ANOVA and t-test at the 95% confidence level of eucalyptus and orange monofloral honeys suggested that there are significant differences in glucose, sucrose and turanose concentration in these honey samples. In this way eucalyptus and orange monofloral honeys can be classified by the pollen spectrum. Therefore, it was concluded that the eucalyptus and orange monofloral honeys can be classified by moisture content determination and/or carbohydrate (glucose, sucrose and turanose) determination.