The advent of rBGH (recombinant bovinegrowth hormone) has spurred the establishment of anorganic milk industry. The food systems/commoditychain analytical framework cannot fully explain therise of this new food. An adequate understanding ofthe consumer's role in the food system/commodity chainrequires more attention to consumption as a form ofpolitics. One way to do this is to look at thepolitics of other new social movements, especiallythose contesting mainstream notions of risk. From thisapproach, organic milk consumption challenges rBGHfrom a ``Not-in-my-Body'' or ``NIMB'' politics of (...) refusal,similar to the political refusal of neighborhoodresidents in ``Not-in-My-Backyard'' or ``NIMBY''environmental movements. The NIMB form of politics isnot a social movement of politically consciousconsumers, yet it is still a political activity inwhich consumers participate in the formation of theindustry through a process of ``reflexive consumption.''An analysis of producer-consumer discourse on milkcartons reveals the nature of this political formation. (shrink)

In 1984, William Friedland proposed a Commodity Systems Analysis framework for describing the stages through which a commodity is transformed and how it acquires value. He challenged us to think of commodities as entities with a social as well as a physical presence. Friedland's argument enriched the concept of commodity production, but it remains essentially a supply side perspective.Since then, many commentators have argued that power is shifting from producers to consumers. Furthermore, some are claiming that, contrary to much traditional (...) Marxist thinking about how individuals find meaning through their productive capacities, it is now through consumption that individuals are identifying themselves. Given the significance of this view, it seems timely to extend Friedland's framework to incorporate the consumption perspective.In light of other claims that the distance between production and consumption is increasing, it is equally important to acknowledge the processes that structure the relationship between the two spheres. This entails using new retail geographical and cultural studies to explore further what takes place in distribution and exchange.This article describes a new model for understanding power in commodity systems, one that acknowledges the input and interests of a range of actors beyond the agricultural sector. The proposed cultural economy model also emphasizes a range of value adding processes that are wider than those that apply to commodity production. (shrink)