The history of the controversy overrecombinant bovine growth hormone (rBGH) is exploredin terms of the issue of the potential robustness ofa consumption-driven ``new'' politics of food andagriculture. It is noted that while the dominanthistorical traditions in the social sciences haveserved to discount the autonomous role that consumersand consumption play in modern societies, there hasbeen growing interest in consumption within foodstudies as well as other bodies of scholarship such aspostmodernism, social constructivism, socialcapital/social distinction, and environmentalsociology. A review of the shifting pattern (...) ofdiscourses during the rBGH controversy shows thatconsumption-driven claims and politics played atangible, but relatively minor role. Even so, it issuggested that the rBGH experience along with paralleltrends in food politics (e.g., anti-pesticidecampaigns such as the ``Alar scare,'' agribusinessattempts to intimidate opponents through fooddisparagement laws, conditions-of-productionprovisions of the World Trade Organization agreement)could make the consumption/consumer dimension of foodpolitics more important in the future. (shrink)