Framework for Re-thinking Ethics in the Organic Movement - Re-Thinking Organic Food and Farming in a Changing World - page 261

However, these markets address organic values differently. The organic market
is confronted with the challenge that local and direct market schemes offer the
opportunity to express organic values, but are limited in meeting the demand for
products (Stagl 2002 ) and often are mainly available to middle class consumers
(Hinrichs 2003 ). However, to cover the continuing growth in demand for organic
products in urban areas, there is need to collaborate with conventional grocery
markets. These tendencies raise the issue of whether organic marketing becomes
“conventionalized” (Loconto 2010 ) and no longer follows a direct marketing
approach.

13.1.4.1 Nature/Philo

Similar to our discussion of Nature/Philo farmers, the local orientation of the
Nature/Philo in the supply chain is a prototype for ethical trade that is expressed
in diverse forms of CSAs and similar initiatives where citizens accept more active
engagement.
The roots of organic marketing are in diverse forms of direct marketing through
local markets or on-farm sales. Consistent with these marketing venues, the
increased demand for organic food has given rise to new organic marketing opportu-
nities, including diverse direct marketing possibilities such as food networks, CSAs,
box schemes and other initiatives (Renting et al. 2003 ). This type integrates social
criteria into the organic market system. “Knowing the farmer” creates trust (e.g.,
Hinrichs 2000 ; Jarosz 2000 ; Marsden et al. 2000 ;Pivatoetal. 2008 ) and can lead
to solidarity (Principles of Fairness and Care), acceptance of “higher” prices and
understanding when not all products are available or are of varying quality and size
(i.e. the Principle of Ecology), unlike uniform products on most store shelves.
Direct communication offers the opportunity for sharing values and strength-
ening trust between farmers and consumers (Wier et al. 2008 ). But markets are
diverse and distinct in their potential to communicate, to create closer social ties,
to share values between consumers and farmers, and in the economic risk they pose
for farm production. While the roles of consumers and farmer in farmer markets
are often rooted in commodity relations, the consumer plays a relatively passive
role. On the other hand, there is some evidence regarding the positive impact of
direct marketing on local economies and the formation of social networks, where
the consumer takes over an active role (Brown and Miller 2008 ). More specifically,
Community Supported Agriculture—CSA (e.g., Guthman 2004 ;Holeetal. 2005 )
creates the conditions for a de-commodification of the agrofood system (Hinrichs
2000 ) and can help to rebuild local communities (Goland 2002 ). CSAs also help
inform consumers about organic and to discuss values.
In general, these local marketing initiatives offer numerous opportunities for
creating closer relationships among farmers and consumers. These relationships
may be expressed in countless ways, including practical and concrete collaboration
such as contracts, common production and labor use planning and agreeing upon
the economic benefits for the farmer and the consumer (Cooley and Lass 1998 ).