Abstract In this paper, we explore how the application of technological tools has reshaped food production systems in ways that foster large-scale outbreaks of foodborne illness. Outbreaks of foodborne illness have received increasing attention in recent years, resulting in a growing awareness of the negative impacts associated with industrial food production. These trends indicate a need to examine systemic causes of outbreaks and how they are being addressed. In this paper, we analyze outbreaks linked to ground beef and salad greens. (...) These case studies are informed by personal interviews, site visits, and an extensive review of government documents and peer-reviewed literature. To explore these cases, we draw from actor-network theory and political economy to analyze the relationships between technological tools, the design of industrial production systems, and the emergence and spread of pathogenic bacteria. We also examine if current responses to outbreaks represent reflexive change. Lastly, we use the myth of Prometheus to discuss ethical issues regarding the use of technology in food production. Our findings indicate that current tools and systems were designed with a narrow focus on economic efficiency, while overlooking relationships with pathogenic bacteria and negative social impacts. In addition, we find that current responses to outbreaks do not represent reflexive change and a continued reliance on technological fixes to systemic problems may result in greater problems in the future. We argue that much can be learned from the myth of Prometheus. In particular, justice and reverence need to play a more significant role in guiding production decisions. Content Type Journal Article Category Articles Pages 1-26 DOI 10.1007/s10806-011-9357-8 Authors Diana Stuart, Kellogg Biological Station and Department of Sociology, Michigan State University, 3700 East Gull Lake Drive, Hickory Corners, MI 49060, USA Michelle R. Woroosz, Department of Agricultural Economics and Rural Sociology, Auburn University, 306A Comer Hall, Auburn, AL 36849, USA Journal Journal of Agricultural and Environmental Ethics Online ISSN 1573-322X Print ISSN 1187-7863. (shrink)

Despite the potential political impact of industry attempts to influence public policy about genetic modification, little research has focused on critical understanding of industry perspectives. This article explores the rhetorical and discursive construction of public messages about this controversial issue by two major New Zealand export industries. The kiwifruit industry advocates a very cautious public policy position, while the dairy industry has been a strong advocate for the commercial development of genetic modification. We demonstrate that these industries draw on multiple (...) identities and rationalities to negotiate, express, and elaborate their positions on genetic modification, informed variously by discourses of risk, science, the political economy of the marketplace, and images of the ‘natural’ environment. We suggest that exploring how organizations seek to influence controversial socio-political issues through the management of multiple identities may facilitate greater understanding of viewpoints often represented in the media as two distinct polarities; that is as either ‘for’ or ‘against’ the issues. (shrink)