Agriculture Reference
In-Depth Information
Association of Santorini'. Most of the winemakers, and particularly the pioneers, are
newcomers to the area, or new entrants into winemaking. In both Pilsen and Santorini, the
innovations were successful enough to rapidly spread at the local level, building on a
renewed vision of food quality and on a vision of technical and economic autonomy.
Further in the anchoring process, the networking dimension has played a significant
role, particularly in reinforcing the links between the initiators of the nic he and their main
partners, the tandem of niche actors mobilized in the transition. In Rennes, alternative
farmers involved in the niche gathered in several regional-level associations in an official
network of associations called 'INPACT pole'. This network played a strong role in the
diffusion of new technical references such as organic farming or cattle breeding, based on
low external input and reduced cash flow. This network also initiated or progressively
promoted a large range of initiatives to re-link producers and consumers at the local level
(e.g. farmers' markets, box schemes, internet networks for on-farm marketing dedicated to
consumers).
A similar dynamic was observed in Pilsen, where internet networking played a crucial
role in the diffusion of references and information on niches: consumers initiating
farmers' markets created several online platforms that provided up-to-date information for
consumers, including an ever growing list of producers ready to sell either on-farm or at
farmers' markets, and information concerning products. The social networking site
Facebook also provided important support to the niche, first in networking initiators of the
market and also particularly as a vector of rapid political demands. A Facebook site called
'We want farmers' markets in Prague' was aimed at convincing local authorities to
support the organization of farmers' markets. This social media dialogue was also set
within the context of local elections in 2011 and resulted first in a positive political
response during elections and second, in the engagement of the new mayor in supporting
farmers' markets at the regional level. An event that was decisive for the reinforcement of
anchoring of the niche was the appointment, 1 year after the elections, of the Mayor of
Prague as Minister for the Environment. The Ministry of Environment set up a grant
scheme in 2011, which has become a key opportunity for initiative development and
anchoring in the regime. This scheme is a strong indicator of institutional anchoring and
the direct result of networking.
In Santorini, SantoWines also played a decisive role in the diffusion of the technical
references supported by the niche. SantoWines, one of - if not the main - promoter of the
niche, has expanded and is now the biggest wine producer on the island. Amongst its
activities, SantoWines offers advice to farmers and handles subsidies on their behalf.
Overcoming resistance: towards a widespread linkage
Enrolment of new actors
Transitions do not necessarily proceed smoothly. Although resistance from the regime is
well documented and understood as part of the transition process (see Darnhofer, this
volume), resistance within or around the niche itself is less well understood and described.
We will, therefore, focus specifically here on alliances within the niche at the regional
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