Abstract

Changes in diet and related purchasing habits at a societal level have become a significant source of stress for farmers in recent years. The rise of vegetarianism and veganism means that the use of these dietary terms, and those who identify with them, may act as potential triggers for those working with livestock. This paper considers the specific methodological issue of how to position oneself within the research process in rural domains, with regards to personal identity related to diet. Focussing on non-meat eaters conducting research with livestock farmers, it explores the moral implications and appropriateness of how and whether authors choose to truthfully present their own diet-related identities in research settings. Using ethnographic descriptions of personal experience as well as secondary source material, the authors conclude that three possible response behaviours at the farmer-researcher interface are available when it comes to potentially ‘exposing’ one’s dietary identity – to divulge, to dissemble, or to divert, and that each comes with its own ethical and moral challenges. We argue that the research field and the researcher’s personal world are separate, though blurred, realms and, while the collection of quality data is important to any study, behavioural decisions should always be undertaken with boundaries of safety, and emotional and moral comfort in mind.