Exploring the Representation of Cows on Dairy Product Packaging in Brazil and the United Kingdom

Karynn Capilé, Claire Parkinson, Richard Twine, Erickson Leon Kovalski and Rita Leal Paixão
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Karynn Capilé: Graduate Program in Bioethics, Applied Ethics and Public Health (PPGBIOS), Biomedical Institute, Fluminense Federal University, Rua Prof. Hernani Melo, 101-São Domingos, Niterói 24210-130, RJ, Brazil
Claire Parkinson: Centre for Human Animal Studies (CfHAS), CE210 Creative Edge Building, Edge Hill University, St Helens Road, Ormskirk L39 4QP, UK
Richard Twine: Centre for Human Animal Studies (CfHAS), CE210 Creative Edge Building, Edge Hill University, St Helens Road, Ormskirk L39 4QP, UK
Erickson Leon Kovalski: Graduate Program in History of Science and Technics & Epistemology, Federal University of Rio de Janeiro Avenida Athos da Silveira Ramos, 274, NCE/CCMN-Cidade Universitária-Ilha do Fundão, Rio de Janeiro 21941-916, RJ, Brazil
Rita Leal Paixão: Graduate Program in Bioethics, Applied Ethics and Public Health (PPGBIOS), Biomedical Institute, Fluminense Federal University, Rua Prof. Hernani Melo, 101-São Domingos, Niterói 24210-130, RJ, Brazil

Sustainability, 2021, vol. 13, issue 15, 1-24

Abstract: Food packages must communicate mandatory information, but they can also be used for marketing practices such as promotion and are a communication pathway from industry to consumer. Considering that cows are the main beings affected by the dairy industry, it is essential to scrutinise what dairy product packages convey about them. The aims of this study are to analyse the occurrence of reference to cows on the packaging of dairy products in popular supermarket retail stores in Brazil and the United Kingdom and to discuss ethical implications of promotional practices of dairy producers. We found that in both countries most packaging does not refer to cows at all. In the UK, an average of 31% of the packaging used some visual reference to cows, and in Brazil an average of 15% of packaging used some visual reference to cows. We identified four modalities of cow signifiers with a strong common appeal to nature that reflect and reaffirm an idyllic narrative of milk production. Our findings reflect the concept of absent referent, coined by Carol Adams, both on the packages containing some type of cow representation and on the packages not containing any. Considering that it might influence the consumer’s understanding and attitude towards cows, we highlight that the lack of adequate information about cows’ conditions and the obscuring of problematic issues in cows’ exploitation through the globalization of the happy cow narrative are two important issues to be placed on the Marketing Ethics concerns.

Keywords: dairy industry; bioethics; happy cow; marketing; consumer awareness (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2021
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