ESRC provides more than seed funding for Vegan meat study

Dr Itziar Castelló has received £286,000 ‘new investigator’ funding from the Economic and Social Research Council (ESRC) to study “cultural entrepreneurship in vegan meat markets”.

Dr Castello, who is Reader in Corporate Social Responsibility at Bayes (formerly Cass), will work with investigators from other institutions in the UK and the Netherlands to examine the cultural strategy of vegan meat entrepreneurs who create social value with disruptive food technologies.  The team will also organise several impact activities in both countries.

Dr Castello said: “It’s great that the ESRC is backing a project which could boost the sector’s relevance as UK and Dutch food systems transition towards net zero. Our work will potentially lead to a more coherent vegan meat sector and spur its growth as consumers look for more sustainable sources of protein.”

Professor Feng Li, Associate Dean for Research and Enterprise, welcomed the successful funding application and urged colleagues to follow Dr Castello’s ambition in applying to the ESRC. The study, he said, brought together several of the School’s four research strands, notably ‘societal challenges’, ‘technology and innovation’ and ‘understanding the transforming world’.

He said: “Itziar’s project supporting the growth of a sustainable food industry led by disruptive entrepreneurs exemplifies the type of research I know colleagues at Bayes are either already undertaking or are planning. This is research that works with entrepreneurs and communities to have a real world impact. I’ve no doubt that the ESRC recognised that in deciding to fund the project.”