Negowetti, Nicole E.2020-12-222020-12-222020-12-2299 Or. L. Rev. 910196-2043https://hdl.handle.net/1794/2597372 pagesThis Article is the first legal scholarship to critically examine one market-based strategy to actualize the change—the production and widespread availability and acceptance of plant-based meat to shift consumers away from industrial animal-based meat—and to explore the role of labeling in effectuating the theory of change. In particular, this Article identifies and then applies the seemingly contrasting narratives of plant-based meat as both normal and transformative—that is, the same as, but critically different and better than animal-based meat.en-USAll Rights Reserved.Food lawPlant-based meatEnvironmental impactsArticle