Sustainable innovation in intensive animal husbandry; policy and public protests towards a mega-farm in the Netherlands

Abstract

In this paper the planning and implementation of a specific mega-farm in the Netherlands is discussed, the so called ‘New Mixed Business’ (NMB). The central question is: how did communication, contestation and controversies play a role in the implementation of this innovative concept for sustainable animal production in the Netherlands? Theoretically, a qualitative discourse analysis was used by analyzing the views, opinions and images of the relevant private and public actors. The paper shows how communication strategies and contested discourses created obstacles and led to institutional blockages and a lock-in situation.