In 2013, the Norwegian Armed Forces decided to introduce a meat reduction scheme in its military mess halls, for both health reasons and environmental concerns. This article explores Norwegian soldiers' reactions to the introduction of Meat free Monday, and their attitudes towards reducing meat consumption. As of yet, Meat free Monday has not been implemented due to both structural and contextual challenges. We explore both the process and potential of the Norwegian military's Meat free Monday initiative to promote sustainable and climate friendly diets. We found significant barriers preventing the military from implementing Meat free Monday. The main reason behind the resistance to reduce meat consumption among Norwegian soldiers was meat's associations with protein, masculinity and comfort. Our results underline the importance of acknowledging the social and cultural role of food. The study is qualitative and uses focus group interviews as its main methodology.

Despite the scientific evidence that more plants and less animal-based food is more sustainable, policy interventions to reduce meat consumption are scarce. However, campaigns for meat free days in school and office canteens have spread globally over the last years. In this paper, we look at the Norwegian Armed Forces’ attempt to introduce the Meatless Monday campaign in their camps, and we evaluate the implementation process as well as the effect of the campaign on soldiers. Qualitative interviews with military staff indicate that lack of conviction about benefits of meat reduction, and the fact that kitchen staff did not feel ownership to the project, partly explain why vegetarian measures were not fully implemented in all the camps. A multivariate regression analysis with survey data from soldiers indicate that those who have experienced meat free days in the military kitchen are more prone to claim that joining the military has given them a more positive view on vegetarian food. Furthermore, the survey gives evidence that stated willingness to eat more vegetarian food is higher among soldiers who believe in the environmental and health benefits of meat reduction.