CEU Electronic Theses and Dissertations, 2024
| Author | Hull-Fehérváry, Zsofia |
|---|---|
| Title | NATIONALISM ON THE SHELF Food Branding in Hungary's Tesco and Aldi |
| Summary | Food embodies culture, tradition, and identity, often forming the basis of collective identity. Member states of the EU have expressed concerns about the loss of cultural traditions due to globalization, leading to the establishment of Geographical Indicators to protect culinary heritage. This protectionism often promotes national sentiment, with food reinforcing collective identity and distinguishing nationals from outsiders. Hungary’s nationalistic shift under Prime Minister Viktor Orbán exemplifies the link between nationalist politics and food, evident in laws boosting Hungarian domestic food production and initiatives like “Hungarikum.” This study employs ethnographic research to examine food branding in foreign owned Aldi and Tesco stores in Hungary, focusing on national branding strategies for everyday fresh food not typically associated with a region or culture. Situated in research within food studies, and the concept of terroir, I will highlight the unique prevalence of Hungarian nationalist branding. I will examine the main actors that make up Hungarian national food branding, arguing that although these grocery stores are not intentionally participating in nationalist politics, their branding efforts serve to advance Hungary's nationalist agenda. |
| Supervisor | Monterescu, Daniel |
| Department | Undergraduate Studies BA |
| Full text | https://www.etd.ceu.edu/2024/hull_zsofia.pdf |
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