Is food’s naturalness conceptually connected to its healthiness? Answering the question requires spelling out the following: (1) What is meant by the healthiness of food? (2) What different conceptual meanings the term natural has in the context of food? (3) Are some of those meanings connected to the healthiness of food? In this paper the healthiness of food is understood narrowly as food’s accordance with nutritional needs of its eater. The connection of healthiness to the following five food-related senses of (...) the term “natural’’ is analyzed: naturalness as nutritive suitability, naturalness as moderate need satisfaction, naturalness as lack of human influence, naturalness as authenticity, and naturalness as familiarity. It is concluded that some very common current uses of the term “natural,” such as naturalness as lack of human influence, are not conceptually connected to the healthiness of food. Nevertheless, the first two senses of naturalness are strongly conceptually connected to healthiness in the food context and the last one may be indirectly related to it. Thus, desire for natural food is not necessarily mistaken and misguided. (shrink)

Abstract This paper argues that in modern (agro)biotechnology, (un)naturalness as an argument contributed to a stalemate in public debate about innovative technologies. Naturalness in this is often placed opposite to human disruption. It also often serves as a label that shapes moral acceptance or rejection of agricultural innovative technologies. The cause of this lies in the use of nature as a closed, static reference to naturalness, while in fact “nature” is an open and dynamic concept with many different meanings. We (...) propose an approach for a dynamic framework that permits an integrative use of naturalness in debate, by connecting three sorts of meaning that return regularly in the arguments brought forward in debate; cultural, technological, and ecological. We present these as aspects of nature that are always present in the argument of naturalness. The approach proposes a dynamic relation between these aspects, formed by gradients of naturalness, which in turn are related to ethical concerns. In this way we come to an overview that makes it possible to give individual arguments a relative place and that does justice to the temporality of the concept of nature and the underlying ethical concerns stakeholders have in respect to innovation in agriculture. Content Type Journal Article Category Articles Pages 1-16 DOI 10.1007/s10806-011-9359-6 Authors P. F. Van Haperen, Wageningen University and Research Centre, META, Hollandseweg 1, 6707 KN Wageningen, The Netherlands B. Gremmen, Wageningen University and Research Centre, META, Hollandseweg 1, 6707 KN Wageningen, The Netherlands J. Jacobs, Wageningen University and Research Centre, META, Hollandseweg 1, 6707 KN Wageningen, The Netherlands Journal Journal of Agricultural and Environmental Ethics Online ISSN 1573-322X Print ISSN 1187-7863. (shrink)

The use of genetically modified plants in agriculture (GM crops) is controversially discussed in academic publications. Important issues are whether the release of GM crops is beneficial or harmful for the environment and therefore acceptable, and whether the modification of plants is ethically permissible per se . This study provides a comprehensive overview of the moral reasoning on the use of GM crops expressed in academic publications from 1975 to 2008. Environmental ethical aspects in the publications were investigated. Overall, 113 (...) articles from 15 ecology, environmental ethics, and multidisciplinary science journals were systematically reviewed. Three types of moral concerns were used to structure the normative statements, moral notions, and moral issues found in the articles: concerns addressing consequences of the use of GM crops, concerns addressing the act (the technique itself), and concerns addressing the virtues of an actor. Articles addressing consequences (84%) dealt with general ecological and risk concerns or discussed specific ecological issues about the use of GM crops. Articles addressing the act (57%) dealt with the value of naturalness, the value of biotic entities, and conceptual reductionism, whereas articles addressing the actor (43%) dealt with virtues related to the handling of risks and the application of GM crops. The results of this study may help to structure the academic debate and contribute to a better understanding of moral concerns that are associated with the key aspects of the ethical theories of consequentialism, deontology, and virtue ethics. (shrink)

Conservation scientists are arguing whether naturalness provides a reasonable imperative for conservation. To clarify this debate and the interpretation of the term natural, I analyze three management strategies – ecosystem preservation, ecosystem restoration, and ecosystem engineering – with respect to the naturalness of their outcomes. This analysis consists in two parts. First, the ambiguous term natural is defined in a variety of ways, including (1) naturalness as that which is part of nature, (2) naturalness as a contrast to artifactuality, (3) (...) naturalness as an historical independence from human actions, and (4) naturalness as possession of certain properties. After that, I analyze the different conceptions with respect to their implications for the three management strategies. The main conclusion is that there exists no single conception of naturalness that could distinguish between the outcomes of the three management methods. Therefore, as long as the outcomes of the different methods are regarded as being of a different value in conservation, we should either abandon the idea of naturalness as the guiding concept in conservation or use the term natural only in the ways that take both its historical and feature dependent meanings into consideration. (shrink)

The relationship between agriculture and nature is a central issue in the current agricultural debate. Organic Farming has ambitions and a special potential in relation to nature. Consideration for nature is part of the guiding principals of organic farming and many organic farmers are committed to protecting natural qualities. However, the issue of nature, landscape, and land use is not straightforward. Nature is an ambiguous concept that involves multiple interests and actors reaching far beyond farmers. The Danish research project Nature (...) Quality in Organic Farming has investigated the relationship between nature and organic farming. This article will focus on an expert workshop held in connection with the project that investigates the way different actors conceptualize nature. Farmers, scientists, and non-governmental organizations came together to discuss their experiences of nature and expectations of organic agriculture. From this interaction, it was clear that nature is a contested notion. Different understandings of nature exist within the three groups and there is disagreement as to whether emphasis should be given to biological qualities, production values, or experiential and aesthetic perspectives. This complexity provides a challenge to organic farming as well as to the implementation of nature considerations in general. It illustrates an underlying battle for the right to define nature and nature quality and essentially decide what organic farmers should work towards. We argue that successful implementation requires organic farmers to carefully consider what expectations they wish to meet. Optimally it is dependent on a dialog between stakeholder interest groups that allows for multivocality and pluralism. (shrink)

Via a historical reconstruction, this paper primarily demonstrates how the societal debate on genetically modified organisms (GMOs) gradually extended in terms of actors involved and concerns reflected. It is argued that the implementation of recombinant DNA technology out of the laboratory and into civil society entailed a “complex of concerns.” In this complex, distinctions between environmental, agricultural, socio-economic, and ethical issues proved to be blurred. This fueled the confusion between the wider debate on genetic modification and the risk assessment of (...) transgenic crops in the European Union. In this paper, the lasting skeptical and/or ambivalent attitude of Europeans towards agro-food biotechnology is interpreted as signaling an ongoing social request – and even a quest – for an evaluation of biotechnology with Sense and Sensibility. In this (re)quest, a broader-than-scientific dimension is sought for that allows addressing the GMO debate in a more “sensible” way, whilst making “sense” of the different stances taken in it. Here, the restyling of the European regulatory frame on transgenic agro-food products and of science communication models are discussed and taken to be indicative of the (re)quest to move from a merely scientific evaluation and risk-based policy towards a socially more robust evaluation that takes the “non-scientific” concerns at stake in the GMO debate seriously. (shrink)

The aim of this article is to further our understanding of the “GM is unnatural” view, and of the critical response to it. While many people have been reported to hold the view that GM is unnatural, many policy-makers and their advisors have suggested that the view must be ignored or rejected, and that there are scientific reasons for doing so. Three “typical” examples of ways in which the “GM is unnatural” view has been treated by UK policy-makers and their (...) advisors are explored. These are the Government’s position (DEFRA Report), the account of the Nuffield Council on Bioethics, and the position of Nigel Halford, a scientist with an advisory role to the Government. I show that their accounts fail to mount a convincing critique. Then, I draw on an empirical research project held during 2003–2004 at the University of Newcastle-upon-Tyne in the north east of England. Scientists met with non-scientists in a range of facilitated one-to-one conversations (“exchanges”) on various environmental issues, one of which was on GM. Our findings show that some scientists who rejected the “GM is unnatural” view struggled to do so consistently. Their struggle is interpreted in terms of a conflict between a so-called “scientific” worldview, and a different worldview that underlies the concerns of those who held the “GM is unnatural” view. This worldview is explored further by an examination of their concerns. What distinguishes this worldview from the “scientific” worldview is that the instrumentalization of the nonhuman world is questioned to a larger extent. I conclude that, because the underlying concerns of those who held the “GM is unnatural” view were not with GM as such, yet with a worldview that was considered to be problematic, and of which many GM applications were held to be expressions, policy-makers and their advisors should reflect on the critical worldview of those who claim that GM is unnatural if they want to engage seriously with their concerns. (shrink)

Consumers are increasingly aware of the health- and safety-related implications of the food which they can buy in the market. At the same time, households have become more aware of their environmental responsibilities. Regarding the production of food, a crucial and multifunctional role is played by agriculture. The way vegetables, fruits, and other crops are grown and how livestock is raised has an impact on the environment and landscape. Operations performed by farmers, such as water management, can be dangerous for (...) the soil and the whole ecosystem. Consequently, there is a search for natural ways of sustaining the impact of agriculture on the environment. In this context, one of the most popular ideas is organic agriculture. In the literature on the subject, there are many concepts that some authors consider to be synonymous even as others argue that these terms are not interchangeable. There is, for example, "organic agriculture," "alternative agriculture," "sustainable agriculture," "ecological agriculture," "biological agriculture," "niche farming," "community-supported agriculture," and "integrated pest management." Very often, techniques and products related to organic agriculture are described by marketing experts with the use of abbreviations such as "bio" and "eco." Products with such markings and labels are increasingly popular in stores that often give them separate shelves for their sale. Despite the higher price compared to conventional products, they are increasingly sought by consumers. The entry examines the various impacts of organic agriculture with a view to these trends. (shrink)

In this paper I discuss appeals to nature, a particular kind of argument that has received little attention in argumentation theory. After a quick review of the existing literature, I focus on the use of such arguments in the public controversy over the acceptabil-ity of genetically-modified organisms in the food industry. Those who reject this biotechnology invoke its unnatural character. Such arguments have re-ceived attention in bioethics, where they have been analyzed by distinguishing different meanings that “nature” and “natural” might (...) have. I argue that in many such appeals to nature the main deficiency of these arguments is semantic, in particular, that these words cannot be assigned a determi-nate meaning at all. In doing so, I rely on semantic externalism, a widely accepted theory of linguistic meaning. (shrink)

In addition to obviating the use of synthetic agrochemicals and emphasizing farming in accordance with agro-ecological guidelines, organic farming acknowledges the integrity of plants as an essential element of its natural approaches to crop production. For cultivated plants, integrity refers to their inherent nature, wholeness, completeness, species-specific characteristics, and their being in balance with their (organically farmed) environment, while accomplishing their “natural aim.” We argue that this integrity of plants has ethical value, distinguishing integrity of life, plant-typic integrity, genotypic integrity, (...) and phenotypic integrity. We have developed qualitative criteria to ethically evaluate existing practices and have applied these criteria to assess whether current plant breeding and propagation techniques violate the integrity of crop plants. This process has resulted in a design of a holistic, scientific approach of organic plant breeding and seed production. Our evaluation has met considerable criticism from mainstream (crop) scientists. We respond to the following questions: (1). Can ethics be incorporated into objective crop sciences? (2). What is the nature of the intrinsic value of plants in organic farming? We argue that criteria to take integrity into account can only be assessed from a holistic perspective and we show that a holistic approach is needed to design such ethical notions in a consistent way. The ethical notions have been further elaborated by formulating human responsibility and respect towards crop plants. Responsibility and respect can only be shown by providing crop plants the right to be nurtured and to express natural behavior at all levels of integrity. (shrink)

Nowadays, product labels are often used to enable consumers choose products that are friendly to the environment and to animals, natural, healthful and socially responsible. However, certain features of commonly used labels limit their usefulness. This thesis identifies a number of these limitations and presents an innovative labeling approach designed to address them. More specifically, the following features limit the usefulness of the commonly used “endorsement” labels: they (1) offer a single certification grade, the requirements for which (2) are ‘static’ (...) in the sense that certification standards do not depend on the evolution of the market, (3) are voluntary, and (4) are defined by stakeholders. Consequently, common labels fail to remove information asymmetry regarding the ethical performance of non-certified products; limit the opportunities for moderately –yet positively– concerned consumers to reveal ethical preferences; fail to motivate product improvement beyond certification standard; allow the emergence of a confusing variety of overlapping labels; and allow production stakeholders to resist socially desirable certification requirements when these are unfavorable to their business. In shoft, ethical labels currently fail to unleash on ethical aspects of production the inherently ‘free-market’ dynamics according to which products and firms must continuously innovate and improve, or else become obsolete and vanish. As an alternative, this thesis proposes and works out an innovative “comparative” labeling approach that is designed to address these limitations. The proposed type of label is (1) multi-grade or continuous, (2) dynamic, (3) mandatory, and (4) society-defined. An example of this type of label is given at Figure 1. Figure 1: Two variations of an example intuitive color-coded label format. The variations depict different sets of product attributes, and also different aggregation levels of the Environmental Impact attribute. This type of labeling could motivate the creation of a ‘vitruous cyrcle’ or ‘race to the top’, in which the ethical performance of products moves to the direction that society at large regards as ‘positive’. This process is outlined at Figure 2. Figure 2: Expected effects on the environmental performance of marketed product substitutes from the introduction of the proposed labeling system, in three phases. In Phase 1, the label is introduced on product substitutes available in the market (supply). In Phase 2, the supply evolves. To the standard (negative) incentives for cost minimization, are now added (positive) incentives to avoid negative reputation and to improve further the environmental frontiers of production through innovation. In Phase 3, the label is adjusted (updated) to the evolved supply. Products that failed to improve since last update might become downgraded (blue arrows). It is argued that the proposed labeling approach has the potential to boost ethical consumerism as a force for the ethical optimization of the market. This can be directly relevant to issues about which society is concerned, and democratically elected goverments have limited ability to regulate. Among possible uses of the method developed to assess the relative performance of substitute products, are the comparative ranking of presently available labels (so as to inform consumers on the relative impact of different certified products), the justification of the allocation of incentives and discincentives in state policy, and also the ethical optimization and promotion of own production by socially responsible suppliers. Overall, the described approach aspires to transform markets into instruments that work to the direction willed by society, so as to bring market-driven and continuous improvement for production aspects of societal concern, such as environmental and socioeconomic aspects of the real economy. (shrink)

This paper argues for the following four claims: the terms “natural” and “unnatural” are ambiguous. Genetically modified food is unnatural in some senses of the term “unnatural”. Natural food should be favored over unnatural food in some senses of the terms “natural” and “unnatural”. Genetically modified food is not necessarily unnatural in a sense that would offer a good reason for favoring food that is not genetically modified. The claims are defended by distinguishing four different senses of the terms “natural” (...) and “unnatural”. Each sense is analyzed with respect to its moral relevance for food choice. (shrink)

The absence of appropriate information about imperceptible and ethical food characteristics limits the opportunities for concerned consumer/ citizens to take ethical issues into account during their inescapable food consumption. It also fuels trust crises between producers and consumers, hinders the optimal embedment of innovative technologies, "punishes" in the market ethical producers, and limits the opportunities for politically liberal democratic governance. This paper outlines a framework for the ethical characterization and subsequent optimization of foods. The framework applies to "imperceptible," "pragmatic," and (...) "reasonable" food characteristics about which consumers/ citizens maintain concerns. A political perspective is assumed in that valid information is taken to serve the politically liberal and democratic functions of the market by allowing concerned citizens to make informed choices in their role as food consumers. Information is aggregated by multi-attribute modeling. It takes the form of "maximized" to "most balanced" non-binary aggregate comparative rankings of perceptibly substitutable food products. The model requires the description of characteristics by means of criteria and weights, and technical input on the performance of food for these criteria. Structural input is grounded on relevantly concerned citizen/consumers' perceptions. It is culture and times dependent. Availability of product input is assumed. Uses for the amelioration of the aforementioned limitations are discussed. So long as, and to the extent that, certain ethical concerns are not addressed by public policy, the ECHO framework may facilitate offering members of society a necessary condition for regulating the ethical aspects of food production in self-regulated markets as consumers, when they are constrained to do so through their government as citizens. In doing that, the framework may contribute to the development of the ethical dimension of food production and may bring rewards for food supply actors that take reasonable concerns of citizen/ consumers into account. (shrink)

The aim of this study was to explore stakeholder perceptions of the contribution of an Automatic Milking System (AMS) to sustainable development of organic dairy production in Denmark and the Netherlands. In addition, reasons for the current difference in AMS use on organic dairy farms between both countries were explored. To answer above mentioned aims, farmers and advisors in both countries were interviewed using a focus group approach. Questions of the interviews were based on a literature review on sustainability issues (...) affected by introduction of AMS. Participants expressed no moral problems regarding AMS use. They, however, pointed out uncertainty about the economic gain, difficulties with grazing, adaptation problems to technology, and image problems towards consumers. The latter results from a reduction in grazing time affecting both animal welfare and product quality. The participants did not recognize eutrophication, as result of high stocking density on farmstead lots, as a problem caused by AMS. The milk quality problem related to AMS use, although acknowledged as crucial towards consumers, was not prioritized very highly, especially not by the farmers in both countries. All groups were, however, unanimous in their perception of how important image was as far as the consumers are concerned. The perception analysis revealed that Dutch participants were more concerned about the economic payoff of AMS use, and showed more reluctance towards enlargement than Danish ones. In addition, they acknowledged the small-scale naturalness of organic production. These differences in perception could possibly explain observed differences in AMS use in organic dairy production between Denmark and the Netherlands. (shrink)

This paper re-introduces the georgic ethic and the role it has historically played in debates about new agricultural practices. Public engagement, participatory research, and greater local involvement in crafting new means to work the land flood the literature of agrarian studies. Putting the experience- and place-based georgic into that discourse can help deepen its character and future possibilities. The paper draws from recent sociological research into the acceptance and resistance to new practices to show the georgic’s explanatory, descriptive utility in (...) studies of those controversies. It also highlights how agricultural and environmental ethicists can draw from the georgic tradition for its prescriptive and normative possibilities to put practitioners back into the agricultural policy process and to draw more firmly from the notion that knowledge of the environment is constituted in practices of living in it. Placing the language and terms of the georgic ethic more centrally into public conversations about agricultural ethics and policy can enrich those conversations by structuring them with attention to experience, place-based values, and the moral space of interaction between humans and the land. (shrink)

This paper argues that in modern (agro)biotechnology, (un)naturalness as an argument contributed to a stalemate in public debate about innovative technologies. Naturalness in this is often placed opposite to human disruption. It also often serves as a label that shapes moral acceptance or rejection of agricultural innovative technologies. The cause of this lies in the use of nature as a closed, static reference to naturalness, while in fact “nature” is an open and dynamic concept with many different meanings. We propose (...) an approach for a dynamic framework that permits an integrative use of naturalness in debate, by connecting three sorts of meaning that return regularly in the arguments brought forward in debate; cultural, technological, and ecological. We present these as aspects of nature that are always present in the argument of naturalness. The approach proposes a dynamic relation between these aspects, formed by gradients of naturalness, which in turn are related to ethical concerns. In this way we come to an overview that makes it possible to give individual arguments a relative place and that does justice to the temporality of the concept of nature and the underlying ethical concerns stakeholders have in respect to innovation in agriculture. (shrink)

In organic philosophy, the concept of naturalness is of major importance. According to the organic interpretation of animal welfare, natural living is considered a precondition for accomplishing welfare and the principal aims of organic production include the provision of natural living conditions for animals. However, respective regulations are lacking in organic legislation. In practice, the life of a calf in organic rearing systems can deviate from being natural, since common practices in dairy farms include early weaning, dehorning, or cow-calf separation (...) soon after birth. This case study explores how calf welfare is approached in six different organic dairy farms and how far the concept of naturalness is implemented. The farms included in this study were located in Norway and Sweden. A semi-structured questionnaire was used for data collection. The interviewed farmers approach the concept of welfare in various ways and state that naturalness is an aspect of animal welfare. However, in practice in the calf rearing systems under study, only a few naturalness aspects were implemented. Reasons for the observed discrepancy might lie in differing understandings of naturalness, in economic restrictions, and in other trade-offs resulting from production system inherent characteristics and in limited regulation concerning provision of natural living aspects. (shrink)

For further development of organic agriculture, it will become increasingly essential to integrate experienced innovative practitioners in research projects. The characteristics of this process of co-learning have been transformed into a research approach, theoretically conceptualized as “experiential science” (Baars 2007 , Baars and Baars 2007 ). The approach integrates social sciences, natural sciences, and human sciences. It is derived from action research and belongs to the wider field of transdiscliplinary research. In a dialogue-based culture of equality and mutual exchange the (...) principal of a “bottom-up” experiential learning process can be stimulated and fully reflective. It provides an opportunity to develop organic agriculture as multiple best-practices based on transdisciplinary projects, cases studies, and case series. The aim of the article is to describe the methodological characteristics and the theoretical and practical potential of experiential science for research in and development of organic farming. Three characteristic projects are outlined to illustrate the main elements of the methodology: the retrospective reflection on intuitive and experiential knowledge held by farmers; the knowledge derived from on-farm experimentation; the exchange of knowledge and experiences between farming pioneers within a “masterclass” setting. The study concludes that experiential science offers an important philosophical reconciliation process whereby a synthesis of different approaches to research becomes possible in solving real-life problems: quantitative and qualitative, subjective and objective, reductionistic and holistic, practice and science. Recognizing that there are multiple elements contributing to the process of acquiring knowledge, experiential science draws on a broad field of scientific methods thereby integrating the hermeneutic approach of social sciences and the Humanities with the established methods of contemporary natural science. (shrink)

Up to now, several scientific works have noted that the organic sector resembles more and more conventional farming’s structures, what is widely known as the “conventionalization” thesis. This phenomenon constitutes an area of conflict between organic farming’s original vision and its current reality and raises ethical and social questions concerning the structure of agricultural systems of production and their interactions with the socio-economic and natural environment. The main issue of this dialogue is the concept of sustainable agriculture, which for scientists (...) and policymakers is a means to express their vision of a better agriculture. In this article we focus on agricultural sustainability in the context of capitalist production as conducted by the two subsystems of agro-industrial system. As we have proposed in this article, the relationship between organic agriculture, defined by two essential components (prevention and direct marketing), and the agro-industrial complex, defined by two subsystems, indicates the degree of agricultural sustainability. The investigation of this relationship can be extremely useful as it may lead those involved in the discussion of sustainability to identify the key aspects of sustainable agriculture. In order to investigate the interaction of organic farming with the agro-industrial complex, a survey was conducted in Central Macedonia, Northern Greece, involving local organic farms. The results of our study indicate that a large proportion of organic producers did not differ substantially from their counterparts in conventional agriculture in so far as their relationship with the agro-industrial complex is concerned. Finally, this research highlights two scenarios for the evolution of organic farming. The first is the full absorption of organic farming to the existing economic system and the second one is the development of organic farming in a radically opposite direction to conventional farming. (shrink)

This paper presents a way of classifying different forms of naturalness and unnaturalness. Three main forms of (un)naturalness are found as the following: history- based (un)naturalness, property-based (un)naturalness and relation-based (un)naturalness. Numerous subforms (and some subforms of the subforms) of each are presented. The subforms differ with respect to the entities that are found (un)natural, with respect to their all-inclusiveness, and whether (un)naturalness is seen as all-or-nothing affair, or a continuous gradient. This kind of conceptual analysis is needed, first, because (...) discussion concerning (un)naturalness is common in current bioethics and environmental ethics, and second, because the terms natural and unnatural are highly ambiguous. Thus, the lack of an exact definition of the type of (un)naturalness may lead into equivocation, other forms of bad argumentation, or at least vagueness. (shrink)

The source of the value of naturalness is of considerable relevance for the conservation movement, to philosophers, and to society generally. However, naturalness is a complex quality and resists straightforward definition. Here, two interpretations of what is “natural” are explored. One of these assesses the naturalness of species and ecosystems with reference to a benchmark date, such as the advent of industrialization. The value of naturalness in this case largely reflects prioritization of the value of biodiversity. However, the foundation of (...) our understanding of naturalness is that it describes processes that are free of human intervention. Conflict between the two interpretations of naturalness is apparent in the claim that naturalness can be enhanced by human intervention, in the form of ecological restoration. Although naturalness in its purest form precludes human intervention, some human activities are also apparently more natural than others. This continuum of naturalness relates to the autonomy of the individual from abstract instrumentalism, which describes a particular form of influence ubiquitous in contemporary society. The value of naturalness reflects both dissatisfaction with these threats to personal autonomy, and respect for wild nature as the embodiment of a larger-than-human realm. (shrink)

The absence of appropriate information about imperceptible and ethical food characteristics limits the opportunities for concerned consumer/citizens to take ethical issues into account during their inescapable food consumption. It also fuels trust crises between producers and consumers, hinders the optimal embedment of innovative technologies, “punishes” in the market ethical producers, and limits the opportunities for politically liberal democratic governance. This paper outlines a framework for the ethical characterization and subsequent optimization of foods (ECHO). The framework applies to “imperceptible,” “pragmatic,” and (...) “reasonable” food characteristics about which consumers/citizens maintain concerns. A political perspective is assumed in that valid information is taken to serve the politically liberal and democratic functions of the market by allowing concerned citizens to make informed choices in their role as food consumers. Information is aggregated by multi-attribute modeling. It takes the form of “maximized” (“utilitarian”) to “most balanced” (MINMAX) non-binary aggregate comparative rankings of perceptibly substitutable food products. The model requires the description of characteristics by means of criteria and weights (structural input), and technical input on the performance of food for these criteria (product input). Structural input is grounded on relevantly concerned citizen/consumers’ perceptions. It is culture and times dependent. Availability of product input is assumed. Uses for the amelioration of the aforementioned limitations are discussed. So long as, and to the extent that, certain ethical concerns are not addressed by public policy, the ECHO framework may facilitate offering members of society a necessary (though not a sufficient) condition for regulating the ethical aspects of food production in self-regulated markets as consumers, when they are constrained to do so through their government as citizens. In doing that, the framework may contribute to the development of the ethical dimension of food production and may bring rewards for food supply actors that take reasonable concerns of citizen/consumers into account. (shrink)