Ethical consumer discourse is organized around the idea that shopping, and particularly food shopping, is a way to create progressive social change. A key component of this discourse is the “citizen-consumer” hybrid, found in both activist and academic writing on ethical consumption. The hybrid concept implies a social practice – “voting with your dollar” – that can satisfy competing ideologies of consumerism (an idea rooted in individual self-interest) and citizenship (an ideal rooted in collective responsibility to a social and ecological (...) commons). While a hopeful sign, this hybrid concept needs to be theoretically unpacked, and empirically explored. This article has two purposes. First, it is a theory-building project that unpacks the citizen-consumer concept, and investigates underlying ideological tensions and contradictions. The second purpose of the paper is to relate theory to an empirical case-study of the citizen-consumer in practice. Using the case-study of Whole Foods Market (WFM), a corporation frequently touted as an ethical market actor, I ask: (1) how does WFM frame the citizen-consumer hybrid, and (2) what ideological tensions between consumer and citizen ideals are present in the framing? Are both ideals coexisting and balanced in the citizen-consumer hybrid, or is this construct used to disguise underlying ideological inconsistencies? Rather than meeting the requirements of consumerism and citizenship equally, the case of WFM suggests that the citizen-consumer hybrid provides superficial attention to citizenship goals in order to serve three consumerist interests better: consumer choice, status distinction, and ecological cornucopianism. I argue that a true “citizen-consumer” hybrid is not only difficult to achieve, but may be internally inconsistent in a growth-oriented corporate setting. (shrink)

Observers of agriculture and theenvironment have noted the recent remarkable growth ofthe organic products industry. Is it possible for thisgrowth in the organics market to contribute toprogressive environmental and social goals? From theperspective of green consumerism, the organics marketis a powerful engine for positive change because itpromotes greater environmental awareness andresponsibility among producers and consumers alike.Given its environmental benefits and its ability touse and alter capitalist markets, organic agricultureis currently a positive force for environmentalism.Still, there are contradictions between organic idealsand (...) practice – e.g., the reductionism of organicstandards, the limitations of private organiccertification, and the widespread practice ofinput-substitution – that emerge through thedynamics of the capitalist market. As the marketmatures, these contradictions will increasinglyundermine the very environmental benefits that are thefoundation of organic agriculture. Fundamental change,therefore, is not likely to occur through the marketalone. There are ways, however, that the organicsmarket could contribute to a broader movement leadingto collective action. For instance, the organicsmarket tends to undermine commodity fetishism in theagrifood system, thereby strengthening civil society.In addition, the market provides space and resourcesfor social movement activity, such as in the struggleover the National Organic Standards. (shrink)

This paper undertakes a content analysis of newspaper articles from Australia, the UK, and the US concerned with a variety of issues relevant to sustainable food and agriculture from 1996 to 2002. It then goes on to identify the various ways in which sustainability, organic food and agriculture, genetic engineering, genetically modified foods, and food safety are framed both in their own terms and in relation to each other. It finds that despite the many competing approaches to sustainability found in (...) scientific and agricultural production discourses, media discourses tend to reduce this complexity to a straightforward conflict between organic and conventional foods. Despite regular reporting of viewpoints highly critical of organic food and agriculture, this binary opposition produces discourses in which organic foods are seen as more-or-less synonymous with safety, naturalness and nutrition, and their alternatives as artificial, threatening, and untrustworthy. Particularly controversial food-related issues such as genetic engineering, food scares, chemical residues, and regulatory failure are treated as part of the same problem to which organic food offers a trustworthy and easily understood solution. (shrink)

The concept of scale is useful in analyzing both the strengths and limitations of community food security programs that attempt to link issues of ecological sustainability with social justice. One scalar issue that is particularly important but under-theorized is the scale of social reproduction, which is often neglected in production-focused studies of globalization. FoodShare Toronto's good food box (GFB) program, engages people in the politics of their everyday lives, empowering them to make connections between consumption patterns and broader political-economic, cultural, (...) and political-ecological issues. Community food security (CFS) projects such as the GFB are currently limited in their scope and reach and have been criticized for their inability to deliver food to a larger segment of marginalized, hungry people. A central dilemma for CFS projects is how to engage the majority of urban consumers who still eat “inside the box” of the industrial food system. We argue that the concept of scale helps clarify how CFS projects must “scale out” to other localities, as well as “scale up” to address structural concerns like state capacity, industrial agriculture, and unequal distribution of wealth. This requires the state and the third sector to recognize the importance of multi-scaled food politics as well as a long-term pedagogical project promoting ecological sustainability, social responsibility, and the pleasures of eating locally. (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)

In the early 2000s, the development of local food systems in advanced industrial countries has expanded beyond creation and support of farmers’ markets and community supported agriculture farms and projects to include targeted Buy Local Food campaigns. Non-governmental groups in many U.S. places and regions have launched such campaigns with the intent of motivating and directing consumers toward more local food purchasing in general. This article examines the current manifestations and possibilities for social justice concerns in Buy Local Food campaigns, (...) by considering them within the more general category of “selective patronage“ campaigns. Historical campaign examples, such as Buy Union, Buy American, and Buy Black campaigns, offer instructive comparisons to contemporary consumer campaigns promoting local food. Through examining the construction of threats, intended beneficiaries, products to be avoided, and those to be preferentially selected, the paper demonstrates how selective patronage campaigns have emphasized social justice needs and concerns for designated groups in ways that have been potentially exclusionary of other disadvantaged groups and thus undermining of social justice more broadly. As a contemporary instance of “selective patronage,“ Buy Local Food campaigns exhibit similar contradictory impulses, which are intensified by the conceptual and practical pitfalls in designating “local.“ The article concludes by considering how the challenges and prospects for commitments to social justice in local food consumer campaigns reinforce the importance of emerging initiatives centered on domestic fair trade. (shrink)

Sustainable farming, and waysto achieve it, are important issues foragricultural policy. New Zealand provides aninteresting case for examining sustainableagriculture options because gene technologieshave not been commercially released and thereis a small but rapidly expanding organicsector. There is no strong governmentsubsidization of agriculture, so while policiesseem to favor both options to some degree,neither has been directly supported. Resultsfrom a survey of 656 farmers are used to revealthe intentions, environmental values, andfarming practices for organic, conventional,and GE intending farmers. The results show thatorganic (...) and conventional farmers are relativelysimilar but contrast to GE intending farmers,especially with respect to perceivedconsequences of each technology. While 75%of farmers have not yet made a commitmentto either technology, one fifth were GEintending and one quarter may become organic.Organic farmers have different attitudes tonature, matched in part by conventionalfarmers. In terms of policy for sustainableagriculture, the results suggest that organicand conventional farmers are incrementallymoving towards agroecological sustainabilitywhile GE intending farmers are committed tointensive production methods of which GEproducts are potentially important. GEintending farmers reject incrementalism infavor of a revolutionary technological fix forsustainability concerns in agriculture.Overall, the results show that there areclearly two different paradigms ofsustainability among farmers. Policies that areseeking to achieve sustainable agriculture needto address the tensions that span the differentparadigms. (shrink)