Framework for Re-thinking Ethics in the Organic Movement - Re-Thinking Organic Food and Farming in a Changing World - page 277

mainstream distribution channels, with sales increasingly targeted toward supermar-
kets and transnational food corporations” (cf. De Schutter 2003 ; Dine and Shields
2008 ).
This second group also refers to Corporate Social Responsibility (CSR), but
largely with a utilitarian orientation that protects corporate profit maximization
(Welford et al. 2003 ). Raynolds has suggested that: “[Many] corporations are trying
to bolster their legitimacy by adopting the rhetoric of environmental and/or social
responsibility, though typically this proves to be little more than a corporate face
lift” (Raynolds 2000 , p. 299). Moore similarly notes: “This presents Fair Trade with
a dilemma involving 'the dilution of fair trade ideology by the market' in which
the organizations find themselves either remaining 'pure' but probably marginal, or
aligning with the mainstream and 'losing their soul'” ( 2004 , p. 83).
Both Moore and Raynolds underline the importance of collaboration between
producers and consumers and the need for an increased awareness of the meaning
of Fair Trade. However, until now, both the organic and the Fair Trade movements
confront similar challenges that stem from operating within a dominant corporate,
capitalist market. Moreover, organic is also known for being well established in
the conventional trade and market system—following the same rules in pricing and
advertising as that of non-organic products that specifically counteracting the social
and economic oriented ethics of the Fair Trade approach.

13.2.3.4 Collaboration with Alternative Movements

The organic farming movement incorporates numerous environmental issues and
aligns with the commitment of the environmental movement to healthy and diverse
food, as well as broader environmentally related health and medical concerns
(cf. O'Rourke 2006 ). These values open organic to collaborations with a range
of other value driven groups. Some of these new “partnerships” could include
climate alliances, nature protection, health initiatives, 17 alternative energy, and
social activists. Collaborative relationships are also possible with established insti-
tutions that have easily aligned interests, motivations or values, including health
insurance agencies, churches, or initiatives for “Bio-Regions” that involve more than
agricultural activities (Polonsky 1994 ; Peattie and Crane 2005 ; Santucci 2009 ). For
example, “consumer certificates” that confirm the delivery of an organic food box
legitimate the reduction of health insurance bills. 18 This is a realistic approach to
honor consumer practices, without compromising the freedom of choice.
From this perspective organic is an issue for a civil society in which farmers
are one partner among others in an increasingly value driven citizen-consumer
movement. Such broader concerns are not limited to the organic movement.

17 See e.g., www.soilassociation.org/organicstandards
18 This approach is already established by health insurance companies in US: http://rodaleinstitute.