Agriculture Reference
In-Depth Information
They also include movements such as Slow Food that celebrate traditional food,
including the agro-ecological considerations of organic production, as well as the
broader value orientation of farmers and consumers (Guthman 2003 ; Murdoch and
Miele 2004 ). Members of these initiatives bring new ethically oriented social and
economic concerns to the attention of the organic movement (Jones et al. 2003 ).
How relevant are these similarities and relationships in value patterns for broad-
ening the group of committed organic consumers? With respect to the growth of the
organic market, it is important to remember that the demand for organic products
is not high, and we can not assume that members of environmentally oriented
organizations or green party members will consume 100 % organic. The demand for
organic products might be much higher if all members of these alternative initiatives
would consume organic products. Even well educated environmentally oriented
individuals who are sensitive to social and economic justice and interested in organic
food, are generally part time organic consumers. Obviously, the complexity of the
organic holistic approach asks for a highly reflective actor (cf. Giddens 1991 ),
as those who engage based on ethical principles. Reflectivity however, is not a
guarantee that leads to an ethically oriented behavior (Vermeir and Verbeke 2006 ,
p. 170). In addition, several types of practical issues might hinder even convinced
organic consumers to purchase predominantly organic products.
13.2.3.5
Collaborative Relationships Between Farmers and Consumers
In a competitive society, characterized by neo-liberalism and individualism, for both
individuals and companies, “sharing” is only a preferred choice if there is some
added economic value. Independent from public standards, only CSAs and similar
collaborative arrangements between farmers and consumers provide a framework
for practicing social and economic justice. In contrast Fair Trade is engaged into
economically value based collaborations between farmer, processor, trade, retailer
and consumers that is largely oriented to an international context, where in most
cases no direct contact between farmers and consumers exists.
There are several different types of collaborative, contract and/or trust based
relationships between farmers and consumers at farm, local, urban or regional
levels (e.g., farmers' markets, box schemes, farm gate sales, CSAs, public kitchens,
cooking movements) (La Trobe and Acott 2000 ;VanDerPloeg 2000 ; Rigby and
Cáceres 2001 ; Martinez 2010 ; Løes and Nölting 2011 ). Many of these now address
concerns with economic justice, including social premiums, advanced payments to
prevent smallholder indebtedness, and contracts for farmers that allow for long-term
planning (e.g., Renard 2003 , p. 90).
These approaches represent ways in which well-informed consumers trust farmer
without the need for extensive audits, and in which consumers also assume
responsibility for the economic stability of the farm through shared ownership or
financial investment (Vos 2000 , pp. 246, 251). These relationships have emerged
from actor-based interpretations of the IFOAM Principles in various sectors and
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