Contemporary vegetarianism in the U.K.: challenge and incorporation?

The relationship between vegetarianism and the "orthodox" food ideology and the overall food system in the U.K. is complex and ambiguous. Vegetarianism, and a fortiori veganism, appear to represent a direct challenge to orthodox foodways and current production methods. Yet there is some evidence for the incorporation of vegetarianism into the commercial food system, which raises the question of how and why incorporation has occurred.