For both environmental and health reasons, we are today urged to eat less meat. For

those who want to reduce their meat consumption, but continue to eat minced

dishes, a wide range of alternative minced meats are available in Swedish grocery

stores today. This essay explores how visual rhetoric is used on packaging for

alternative minced meat, and how representations of tradition, swedishness and

sustainability are used in the visual rhetoric. The aim is to highlight the strategies

used to build trust in a product category that is still relatively new in Swedish grocery

stores. Four packages are examined through semiotic analysis and then linked to

visual rhetorical theory. The result shows that ethos and pathos are predominant in

the rhetoric compared to logos. And that representations of Swedishness, tradition

are used as a reassuring elements, while sustainability is used to build credibility.