Abstract Our growing demand for meat and dairy food products is unsustainable. It is hard to imagine that this global issue can be solved solely by more efficient technologies. Lowering our meat consumption seems inescapable. Yet, the question is whether modern consumers can be considered as reliable allies to achieve this shift in meat consumption pattern. Is there not a yawning gap between our responsible intentions as citizens and our hedonic desires as consumers? We will argue that consumers can and (...) should be considered as partners that must be involved in realizing new ways of protein consumption that contribute to a more sustainable world. In particular the large food consumer group of flexitarians offer promising opportunities for transforming our meat consumption patterns. We propose a pragmatic approach that explicitly goes beyond the standard suggestion of persuasion strategies and suggests different routes of change, coined sustainability by stealth, moderate involvement, and cultural change respectively. The recognition of more routes of change to a more plant-based diet implies that the ethical debate on meat should not only associate consumer change with rational persuasion strategies and food citizens that instantiate “strong” sustainable consumption. Such a focus narrows the debate on sustainable protein consumption and easily results in disappointment about consumers’ participation. A more wide-ranging concept of ethical consumption can leave the negative verdict behind that consumers are mainly an obstacle for sustainability and lead to a more optimistic view on modern consumers as allies and agents of change. Content Type Journal Article Category Articles Pages 1-18 DOI 10.1007/s10806-011-9345-z Authors Erik de Bakker, LEI Wageningen UR (Agricultural Economics Research Institute), P.O. Box 29703, 2505 LS The Hague, The Netherlands Hans Dagevos, LEI Wageningen UR (Agricultural Economics Research Institute), P.O. Box 29703, 2505 LS The Hague, The Netherlands Journal Journal of Agricultural and Environmental Ethics Online ISSN 1573-322X Print ISSN 1187-7863. (shrink)

The environmental and social costs of consumer societies have increasingly been recognized. Achieving sustainable household consumption requires an understanding of the underlying roots of current consumption levels. Using the case study of menstrual care practices, different theoretical frameworks—or narratives—for understanding household consumption are evaluated. The author argues that theories of consumption that focus on individual choice based on assessments of convenience or cleanliness, or only on cultural imperatives need to be expanded to take account of the wider political–economic context. Using (...) commoditization theory helps explain not only why mass-produced, disposable menstrual products are dominant in free market societies but also why certain theories of consumption are more prevalent. (shrink)

The Agriculture, Food and Human Values Society and the journal _Agriculture and Human Values_ provided a crucial intellectual space for the early transdisciplinary critique of the industrial agrifood system. This paper describes that process and presents the concept of “The Doctors of Agrifood Studies” as a metaphor for the key role critical agrifood social scientists played in documenting the unsustainability of conventional agriculture and working to create an alternative, ethical, sustainable agrifood system. After the introduction, the paper details the “Critical (...) Turn” in agrifood studies, followed by a reconsideration of my “Four Questions” framework, focusing on the current tension between the food security and food sovereignty discourses and movements. (shrink)

Plant-based milk alternatives–or mylks–have surged in popularity over the past ten years. We consider the politics and consumer subjectivities fostered by mylks as part of the broader trend towards ‘plant-based’ food. We demonstrate how mylk companies inherit and strategically deploy positive framings of milk as wholesome and convenient, as well as negative framings of dairy as environmentally damaging and cruel, to position plant-based as the ‘better’ alternative. By navigating this affective landscape, brands attempt to make mylk as simultaneously palatable and (...) disruptive to the status quo. We examine the politics of mylks through the concept of palatable disruption, where people are encouraged to care about the environment, health, and animal welfare enough to adopt mylks but to ultimately remain consumers of a commodity food. By encouraging consumers to reach for “plant-based” as a way to cope with environmental catastrophe and a life out of balance, mylks promote a neoliberal ethic: they individualize systemic problems and further entrench market mechanisms as solutions, thereby reinforcing the political economy of industrial agriculture. In conclusion, we reflect on the limits of the current plant-based trend for transitioning to more just and sustainable food production and consumption. (shrink)

According to recent literature in the sociology of expectations, expectations about the future are “performative” in that they provide guidance for activities, attract attention, mobilize political and economic resources, coordinate between groups, link technical and social concerns, create visions, and enroll supporters. While this framework has blossomed over the past decade in science and technology studies, it has yet to be applied towards a more refined understanding of how the future of the modern agrofood system is being actively contested and (...) understood. I seek to redress this gap by using the sociology of expectations to explain the discursive topography surrounding in vitro meat, a nascent agrofood technology whereby processed meat products are developed from stem cells as opposed to live animals. In discussing the obstacles and challenges which confront the proponents of this technology, I utilize three key concepts from the sociology of expectations: (1) hype, (2) retrospective prospects, and (3) the role of myth, metaphor, and ideology. I find that despite sluggish results and financial setbacks, the controversial legacy of previous agrofood technologies, and persistent cultural skepticism, the core ideological justifications for in vitro meat have proven to be resilient in buoying the technology through rough discursive waters. (shrink)

Ethical consumerism theory aims to describe, explain, and evaluate the ways in which producers and consumers use the market to support social and environmental values. The literature draws insights from empirical studies of sectors that largely take place on the legal market, such as textiles and agri-food. This paper takes a first step toward theorizing ethical consumerism in semi-legal sectors where market activities occur legally and illegally. How does extant theory extend to sectors such as sex work, cigarettes, and recreational (...) drugs? This study draws on the case of recreational cannabis (marijuana) in Portland, OR (USA). Data from 33 interviews, structured fieldwork at 64 dispensaries, and the US Census Bureau American Community Survey are analyzed using qualitative, quantitative, and spatial methods. The findings are compared to 12 suggestions that emerge from the literature on fair trade, organics, alternative agriculture, and political consumerism. I argue that not all ethical consumerism theory extends to semi-legal sectors. Cannabis closely resembles theoretical expectations in terms of supply/demand, prioritization of ethical issues, and pervasiveness of false claims, but differs in terms of who organizes, which types of strategies are pursued, and how ethical products are framed. The differences stem from several pervasive stigmas about cannabis. I also argue that the stigmas that set cannabis apart from other (more legal sectors) and present challenges to ethical consumerism in cannabis are directly related to the War on Drugs. These insights suggest that prohibition (and its lingering effects) can inhibit the emergence of ethical consumerism. (shrink)

This paper seeks to clarify and strengthen the ways that cultural economy is used as an analytical tool and methodological approach to studying agro-food systems. The theoretical concept of cultural economy has received much attention in economic and cultural geography over the past decade. However, use of the term remains arguably vague and ambiguous. This paper argues that cultural economy is most constructive when regarded as a new epistemological approach to society and the economy. A focus on the ways that (...) food is known as “quality” represents the material and symbolic practices that contribute to a new way of thinking about the economy. This point is illustrated in a case study of japonica rice grown in northeast China. A unique combination of social, economic, political, historical, and geographical factors come together in this region to produce rice that is generally identified within China today as “quality” rice. Situating northeast japonica rice in a greater context of a “politics of quality” in Chinese society, this case emphasizes the value of cultural economy to understand agro-food systems. (shrink)

Why do tobacco farmers continue to produce tobacco in light of the bleak future of this crop? Given the changing political economy of tobacco, we might expect producers to respond by diversifying their enterprises. This study of Kentucky burley tobacco farmers finds that farmers express contradictory values toward the economic role of production and the social value of tobacco consumption. The economic value of tobacco is articulated by drawing upon experiential lessons with the crop. These, in turn, are used to (...) inform production processes (reproduction of tobacco farming), all the while castigating the consumption of their commodity. Farmers persist in producing tobacco because of the structural and historical conditions of the region that have engendered a culture of tobacco production. The contradiction in production and consumption values suggests that the “cultural turn” in agro-food studies needs to move away from a linear approach of cultural values as determinants of social action and become sensitive to the differential ways commodity actors produce, use, and reproduce a culture of commodity production and a culture of commodity consumption. This unproblematic and linear association between values and economic activity misinforms social science research about seemingly “individual” motivations that are shaped by historical and structural conditions. (shrink)

Although public interest in sustainability increases and consumer attitudes are mainly positive, behavioral patterns are not univocally consistent with attitudes. This study investigates the presumed gap between favorable attitude towards sustainable behavior and behavioral intention to purchase sustainable food products. The impact of involvement, perceived availability, certainty, perceived consumer effectiveness (PCE), values, and social norms on consumers’ attitudes and intentions towards sustainable food products is analyzed. The empirical research builds on a survey with a sample of 456 young consumers, using (...) a questionnaire and an experimental design with manipulation of key constructs through showing advertisements for sustainable dairy. Involvement with sustainability, certainty, and PCE have a significant positive impact on attitude towards buying sustainable dairy products, which in turn correlates strongly with intention to buy. Low perceived availability of sustainable products explains why intentions to buy remain low, although attitudes might be positive. On the reverse side, experiencing social pressure from peers (social norm) explains intentions to buy, despite rather negative personal attitudes. This study shows that more sustainable and ethical food consumption can be stimulated through raising involvement, PCE, certainty, social norms, and perceived availability. (shrink)

In Norway, the production andconsumption of organic food is still small-scale. Research on attitudes towards organic farming in Norway has shown that most consumers find conventionally produced food to be “good enough.” The level of industrialization of agriculture and the existence of food scandals in a country will affect consumer demand for organically produced foods. Norway is an interesting case because of its small-scale agriculture, few problems with food-borne diseases, and low market share for organic food. Similarities between groups of (...) consumers and producers of food, organic and conventional, when it comes to attitudes concerning environment, use of gene technology, and animal welfare have implications for understanding market conditions for organically produced food. The results of our study indicate that organic farmers and organic consumers in Norway have common attitudes towards environmental questions and animal welfare in Norwegian agriculture. Conventional farmers have a higher degree of agreement with the way agriculture is carried out today. Unlike organic farmers and consumers, conventional farmers do not see major environmental problems and problems with animal welfare in today's farming system. But like the organic farmers and consumers, and to a stronger degree than conventional consumers, conventional farmers renounce gene technology as a solution to environmental problems in agriculture. These results are discussed in relation to their importance for the market situation for organically produced foods. (shrink)

Alternative food networks are exemplified by organic, fair trade and local foods, and promote forms of food provisioning that are ‘corrective’ to conventional agriculture and food systems. Despite enthusiasm for AFNs, scholars have increasingly interrogated whether inequalities are perpetuated by AFNs. Reproduction of gender inequality in AFNs, particularly at the level of consumption, has often been left empirically unexamined, however. This is problematic given that women continue to be predominantly responsible for food provisioning in the US, and that this responsibility (...) can lead to negative physical, psychological and social outcomes. Using quantitative methods and data from the 2012 Ohio Survey of Food, Agriculture, and Environmental Issues, this paper examines the extent to which gender inequality in the division of labor is reproduced in AFNs by focusing on the potential persistence of gender inequality in food provisioning among AFN participants. Findings suggest that among AFN participants, particularly those utilizing local food systems, women, compared to men, remain predominantly responsible for food provisioning, spend more time in food provisioning, and engage in more food provisioning from scratch. This research confirms that food provisioning remains a gendered act amongst AFN participants, calling attention to the persistence of gender inequality in AFNs. The paper concludes by suggesting that AFNs are positioned as a place to create change, albeit small scale, in the gendered division of household labor in the US, and provides some practical suggestions for how this might occur. (shrink)

Lack of knowledge about the effects of herbs in pastures and the frequency of their use by today's organic farmers has limited the development of new methods to improve animal health compatible with organic farming principles. Understanding farmers' agricultural practices is an early step in a participatory research process. With this in mind, we conducted a two-tiered, semi-structured survey of Danish organic farmers with dairy cattle to begin documenting their practices. Out of 350 farmers, 255 completed a mailed questionnaire – (...) a response rate of 73%. Of these participating farmers, 66 (26%) confirmed their use of herbs in pastures. Caraway was sown at an average rate of 500 g of seed per hectare by 60 (91%). Of these, 32 used solely caraway, while 7 used it in combination with parsley. Twenty-one used caraway together with herbs other than parsley. Six used one or more herbs, not including caraway, such as chicory, chervil, dill, fenugreek, great burnet, and salad burnet. Further details concerning cultivation, convictions, observed effects, and information sources were obtained through telephone interviews. The results of this study would indicate that more research in this field is called for. (shrink)

Much of the attention by social scientists to the rapidly growing organic agriculture sector focuses on the benefits it provides to consumers (in the form of pesticide-free foods) and to farmers (in the form of price premiums). By contrast, there has been little discussion or research about the implications of the boom in organic agriculture for farmworkers on organic farms. In this paper, we ask the question: From the perspective of organic farmers, does “certified organic” agriculture encompass a commitment to (...) “sustainability” that prioritizes social goals? Specifically, we aim to broaden our understanding of the relationship between social sustainability and organic agriculture by drawing attention to issues affecting farmworkers, whose labor and contribution tends to elude most discussions of organic agriculture. We present findings from a survey of organic farmers in California about the possible incorporation of social standards into organic certification criteria. Our findings suggest that, at best, lukewarm support for social certification within organic agriculture exists among certified organic farmers in California. They also question expectations that organic agriculture necessarily fosters social or even economic sustainability for most of the farmers and farmworkers involved. However, we also find exceptions to the patterns evidenced in our survey. In-depth interviews with select organic farmers demonstrate that there are individuals whose practices are atypical and demonstrate that, under some circumstances, an organic production system can be at once environmentally, economically, and socially sustainable. (shrink)

As ecologically and socially oriented food initiatives proliferate, the significance of these initiatives with respect to conventional food systems remains unclear. This paper addresses the transformative potential of alternative food networks by drawing on insights from recent research on food and embodiment, diverse food economies, and more-than-human food geographies. I identify several synergies between these literatures, including an emphasis on the pedagogic capacities of AFNs; the role of the researcher; and the analytical and political value of using assemblage and actor-network (...) thinking to understand the far-reaching forces and power disparities confronting proponents of more ethical and sustainable food futures. (shrink)

Currently, many consumers have expressed strong opinions about food production process, its distribution, and guaranteeing models. Consumers’ concerns about ecological and social sustainability issues can have significant impacts on both food demand and food policies. The choice of approach to an asset or service could determine the orientation of the markets; therefore, it is particularly important to pay attention to novel, collective, social movements which are practicing alternatives to the mainstream models of production, distribution, and consumption. Farmers markets, solidarity-based purchasing (...) groups, box scheme, shopping groups, ‘pick your own’, social shopping, are all examples of sustainable consumption patterns involving thousands of people seeking quality and ethical products and services at the best price. While a variety of definitions of the concept of ethical consumption have been suggested, throughout this paper it will refer to the participation of consumers in, and their orientation toward, political discourses on sustainable and fair agro-food production. Ethical consumption attitude has been analysed in the framework of political consumerism theory by administering six focus groups among Italian participants of a specific form of collective action, namely the solidarity-based purchasing group. Findings provide insights that represent a fruitful starting point for deepening the analysis of ethical consumers’ behaviour at a broader level in order to sustain and spread eco-socially production practices and ethical consumption behaviour. (shrink)

While the cultivation of genetically modified organisms (GMO) and the spread of genetically engineered (GE) foods has gone largely unnoticed by the majority of Americans, a growing number of vocal civil society groups are opposing the technology and with it the entire conventional system of food provision. As with other alternative food movements, non-GMO activists focus on changing individual consumption habits as the best means of altering the practices of food manufacturers and thereby what and how food is produced. In (...) this paper I argue that the increasing use of consumerist tactics reflect the neoliberalization of food activism in the United States – a process that rather than heralding sustainable agricultural and economic futures may reinforce the status quo. Using the emerging non-GMO movement, and the associated market for non-GMO products, I challenge the assumptions that consumer sovereignty and freedom of choice will bring about the small-scale, localized alternatives espoused by activists and scholars in the field. Specifically, I explore three critical limitations of contemporary alternative food politics. First, the neoliberalization of activism shifts the responsibility for social reforms from the state and manufactures to individual consumers, bringing with it important social justice implications. Second, focusing on choice opens new spaces for the profit without seriously threatening contemporary market structures or agro-ecological practices. Third, contemporary consumerist politics focus on eating right not less and thereby provide few alternatives to the current trends towards convenience and processed foods. (shrink)

Ethical consumption is on the rise, however little is known about the degree and the implications of the sometime conflicting sets of values held by the broad category of consumers who report consuming ethically. This paper explores convergence and divergence of ethical consumption values through a study of organic, fair trade, and local food consumers in Colorado. Using survey and focus group results, we first examine demographic and attitudinal correlates of ethical consumption. We then report evidence that while many organic, (...) fair trade, and local food consumers converge around similar values, some Colorado consumers support only local food, while opposing the consumption of organic and fair trade products. Next, we investigate how ethical consumers who converge and diverge frame their commitment to consuming ethically. The discussion and conclusion suggest that community development planners of projects that focus on ethical consumption will need to successfully traverse issues stemming from convergence and divergence to enjoy long-term sustained success. (shrink)

With the proliferation of private standards many significant decisions regarding public health risks, food safety, and environmental impacts are increasingly taking place in the backstage of the global agro-food system. Using an analytical framework grounded in political economy, we explain the rise of private standards and specific actors – notably supermarkets – in the restructuring of agro-food networks. We argue that the global, political-economic, capitalist transformation – globalization – is a transition from a Fordist regime to a regime of flexible (...) accumulation (Harvey, 1989). We also argue that the standard making process of this new regulatory regime is increasingly moving from the front stage – where it is open to public debate and democratic decision-making bodies – to the backstage – where it is dominated by large supermarket procurement offices. We assert that transnational supermarket chains are increasingly controlling what food is grown where, how, and by whom. We also contend that the decision-making processes of transnational supermarket chains are typically “black-boxed.” The Euro-Retailer Produce Working Group (EUREP) is presented as a case of private governance by transnational supermarket chains. We conclude by examining the limitations and long-term efficacy of a system of private governance in the global agro-food system. (shrink)

Analyses of the role of technological development in agriculture are central to an understanding of social change in agri-food systems. The objective of this paper is to contribute to the formation of a broader perspective of how farmers are positioning themselves with respect to controversial agricultural technologies through an empirical analysis of Washington State farmers’ willingness or unwillingness to try Genetically Modified Organisms (GMOs) technology on their farms. The use of this type of biotechnology in farming has been criticized for (...) its potential harmful effects on natural environments and socio-cultural systems, while proponents highlight the possibilities for increasing production with minimal use of other inputs. An analysis of the extent of farmers’ expressed willingness to use GMOs provides an opportunity to better understand how their diverse thoughts about controversial agricultural technologies are shaped not only by their own experiences but also by social context. The present study does this by analyzing data from a farm survey conducted on a random sample of farmers from across Washington State. The results show that the production practices farmers utilize and the market strategies they employ may be at least as useful as farmers’ socio-economic characteristics in explaining what types of farmers appear to be more or less interested in potentially using this technology. Furthermore, the relationship between level of formal education and willingness to use GMOs is not straightforward. It may hide differences between farmers with respect to where and how they received their formal education as well as the type(s) of knowledge they gained. It is argued that future research should recognize the diversity that exists in farmers’ interests vis-á-vis particular technologies and should also explore how these interests are shaped by farmers’ past and present social networks and life experiences. (shrink)

This paper examines the increasingly popular chisan-chisho movement that has promoted the localization of food consumption in Japan since the late-1990s. Chisan-chisho emerged in the context of a perceived crisis in the Japanese food system, particularly the long-term decline of agriculture and rural community and more recent episodes of food scandals. Although initially started as a grassroots movement, many chisan-chisho initiatives are now organized by governments and farmers’ cooperatives. Acknowledging that the chisan-chisho movement has added some important resources and a (...) conceptual framework, we nonetheless point out that chisan-chisho has been refashioned as a producer movement by government as well as the Japan Agricultural Cooperative, capitalizing on local food’s marketing appeal. Chisan-chisho to date has not been able to become a full-fledged citizen-based political mobilization nor address the issue of marginality in the food system. (shrink)

This paper analyzes politics of food education in Japan where food education has become one of the central motifs of food policy in recent years. It describes the emergence of private enterprise institutions that offer credentials for people as “food education experts,” the majority of whom are women. Based on a survey of more than one hundred food education experts, the paper explores motivations of these women and finds that the reasons for the popularity of food education certifications are not (...) so much that women wanted to challenge the dominant food system—as agrofood scholars may have expected or hoped for—but for reasons related more to the gendered career expectations and pressures for women to conform to a culturally-scripted feminine ideal. The paper’s importance beyond Japan lies in the discussion of dynamics and implications of privatization of food education. “Privatization” indicates a shift in the location of control and in what is considered to be “necessary” knowledge about food. Subject to market logic, food education is at risk of becoming an exercise of superficial mastering of “sanitized” information. Furthermore, at the core of privatization of food education is an increasingly pervasive approach to food education that I term “food literacy” approach, based upon a deficiency framework which posits individual knowledge and skills as sole reasons for inappropriate food choices, dietary behaviors, and culinary practices. Not only is the food literacy approach highly individualistic and apolitical, but it also enables and exacerbates the privatization and gendered pressures of food education. (shrink)

Organic cotton productionboomed in the early 1990s only to fall steeplymid-decade. Production is currently rising, butslowly, and has yet to reach previous levels.This is in marked contrast to the steady growthin organic food production during the 1990s.Why, when other areas of organic productionexperienced steady growth, did organic cottonexperience a boom and bust? A study of thecotton production and processing industryreveals a long and heavily industrializedproduction chain that has presented numerouschallenges to growers and processors trying tointroduce an organic product. In addition, (...) muchof the surge in demand for organic cotton clothoriginated with clothing manufacturersresponding to increased consumer environmentalconcern and interest in improving theirenvironmental reputations. This demandevaporated when clothing companies encountereda lack of consumer awareness of theenvironmental costs of conventional cottonproduction and the benefits of organic cotton.Organic clothing lines were abandoned and manycotton farmers, left with no market for theirorganic bales, were forced to either store thebales or sell them on the conventional marketfor a loss. An examination of the social andtechnical aspects of organic cotton productionidentifies some of the critical variables, suchas the risks farmers face in agriculturalproduction, the organic standards, sources ofinnovation in technological change, and the roleof consumer demand in supporting moresustainable technology, all of which shape thecontinuing development of organic products. (shrink)

This article examines perceptions of and response to food risk by consumers who are allergic to or intolerant of certain food types. Food risk in general and risk related to genetically modified food are discussed, as well as issues of responsibility and judgment regarding food labeling. Eight hundred individuals were recruited for a postal questionnaire study. The response rate was 63% for allergic people and 59% for nonallergic. The results suggest that the experience of personal harm from food in the (...) form of allergic or intolerant reactions can influence how people evaluate food risk. For example, the ranking of food risks demonstrated a difference of perception with respect to naturally occurring food allergens. The allergic group was more disposed to buy genetically modified products that had been engineered not to contain allergens. Allergic consumers also were inclined to take more individual responsibility for risk avoidance than consumers without allergies. (shrink)

In agriculture, the principle of coexistence refers to a condition where different primary production systems can exist in the vicinity of each other, and can be managed in such a way that they affect each other as little as possible. Coexistence policies aim to ensure that farmers are able to freely grow the crops they choose—be they genetically engineered (GE), non-GE conventional, or organic. In the United States (US), the issue of coexistence has very recently come into sharp relief with (...) the introduction of Roundup Ready® (RR) alfalfa, a landmark court decision in 2007 (Geertson v. Johanns), and subsequent governmental actions, including the first Environmental Impact Statement on a GE crop. By contrast, in 2003 the European Union (EU) created a policy to manage coexistence and to address economic harms that may be caused by contamination. We briefly review the EU framework as an instructive resource. This policy analysis then looks at the US organic industry and its standards with respect to GE before turning to the case of RR alfalfa. With a focus on the field trial stage and on environmental assessments prior to market approval, the case reveals numerous problems in the existing regulatory framework as it pertains to coexistence and prevention of contamination of organic products with GE material. The paper concludes with specific policy recommendations for creating a more robust coexistence policy in the US. (shrink)

US livestock agriculture hasdeveloped and intensified according to a strictproductionist model that emphasizes industrialefficiency. Sustainability problems associatedwith this model have become increasinglyevident and more contested. Traditionalapproaches to promoting sustainable agriculturehave emphasized education and outreach toencourage on-farm adoption of alternativeproduction systems. Such efforts build on anunderlying assumption that farmers areempowered to make decisions regarding theorganization and management of theiroperations. However, as vertical coordinationin agriculture continues, especially in theanimal agriculture sectors, this assumptionbecomes less valid. This paper examines how thechanging industrial structure in (...) four USlivestock sectors (poultry, hogs, beef, anddairy) affects possibilities in each forpromoting more sustainable productionpractices. Comparisons between the sectors arebased on the relative ability to employ anintensive pasture or alternative (deep-bedded)housing system, which are widely seen assustainable livestock alternatives. While thehighly integrated poultry sector appearsimpregnable to traditional sustainableagriculture approaches, the cow-calf sub-sectorof the beef industry, non-feedlot dairyoperations, and small parts of the hogindustry, especially in the Midwest, stillretain some potential for effectively targetingthe farmer. Building on the presentation ofbarriers and opportunities in the fourlivestock sectors, the paper concludes byevaluating several structurally-orientedapproaches to promoting a more sustainablelivestock agriculture that should complementmore traditional approaches. They includedeveloping alternative coordinated networks inlivestock agriculture, pressing integrators topermit more sustainable production practices,and working for legislation that shifts moredecision-making within integrated systemstowards growers. (shrink)

In March of 2012, following a robust activist campaign, Arysta LifeScience withdrew the soil fumigant methyl iodide from the US market, just a little over a year after it had finally been registered for use in California. As a major part of the campaign against registration of the chemical, over 53,000 people, ostensibly acting as citizens rather than consumers, wrote public comments contesting the use of the chemical for its high toxicity. Although these comments had marginal impact on the outcome (...) of the case, these comments are of interest for what they say about public action at a time when efforts to address food and agricultural issues have been dominated by “voting with your fork.” Based on a qualitative textual analysis of approximately 3500 representative comments made available to us, we show that many of those taking action did not abandon consumer subjectivities associated with neoliberal governmentality. By threatening “personal boycotts,” some were acting in their capacity as individual consumers; in invoking their own and their children’s health many more were also acting on behalf of consumers, despite that the chemical in question is applied before strawberries are planted and thus leaves no residues. The emphasis that letter writers gave to their own bodies reinforces the idea that some bodies count more than others and thus reveals a biopolitical sorting. Having consumer lives matter is consequential in light of evidence that consumer concern about pesticides has historically led to formulations and regulations more protective of consumers than workers and neighbors. (shrink)

This introduction situates key themesfound in papers given at a recent workshop on thechanging material practices, meanings, and regulationof US organic food production. The context is theemergence of an international bio-politics ofagriculture and food and, more particularly in the US,the contradictions of sustainable agriculturemovements catalyzed by the rapid scaling up of organicagriculture from a niche activity to nascentindustry.

Consumers are becoming increasingly interested in how their food is produced. Many studies have focused on consumers’ preferences and willingness-to-pay for specific production-related claims on food products. However, few studies have asked consumers to rank the importance of different production claims. In this study, we use a best-worst scaling approach to have consumers rank the importance of seven common production claims used on food products. Rankings are obtained across four product types: beef, milk, chicken, and eggs. Results of the study (...) show that consumers often prefer specific components of more encompassing claims as opposed to the broader, more encompassing claim itself. The majority of preference shares were captured by the top three claims, though the order of these preferences appears to vary for meat and non-meat animals. (shrink)