Positioning Organic Ethics - Re-Thinking Organic Food and Farming in a Changing World - page 310

support a common body of knowledge and initiate mutual learning processes (see
Hunt et al., Chap. 10 ) (cf. Læssøe et al. 2012 ), that would help to reduce social
barriers between organic and non-organic.

14.3.2 The Role of the Value Types in Promoting Organic

The debate on the “right way” is, of course, controversial (see Constance et al.,
Chap. 9 , see Hunt et al., Chap. 10 ) . Even the question of whether organic should
expand or not is answered differently and depends on the region and specific
interests (see Hunt et al., Chap. 10 ) . Furthermore, there is a debate over the cost
of the growth in organic. Given that the Econo/Market type already dominates the
organic system, Lockie ( 2009 ) recommends a pragmatic and flexible interpretation
of organic values to prevent organic from becoming a niche. Instead of applying a
strict black and white approach, or criticizing the increase of organic convenience
products and food (Klonsky 2000 ;Arvolaetal. 2008 ) that might conflict with
quality issues of the IFOAM Principles, Gottschalk and Leistner ( 2012 ) argue
that large-scale supermarkets could become 'icebreakers' for organic products and
induce further purchase. We accept this rather realistic idea. However, we suggest
that such a strategy could also end up as a “laissez faire” approach that undermines
the holistic intention of organic values. To clarify: Convenience products that are
often non-seasonal and non-regional should comprise only a niche of the organic
market not a dominant feature of it. In the long run, IFOAM and the organic
movement respectively must insist that practices fit into its value framework, and
use this to justify the difference from other food products, whether they are labeled
or not as sustainable.
Expressed for the whole organic movement, we assume that following irregular
distribution curve, the Enviro/Protest should assume a leading position that fits
well with the majority of the organic values, but also those from other value
driven societal movements, as Lyson ( 2004 ) formulated as “Civic Agriculture” that
relinks agriculture and community (see Getter et al., Chap. 4 ; see Constance et al.,
Chap. 9 ) .
The Econo/Market approach invites those who enter the organic approach with-
out knowing many of the details, yet it builds bridges for those who intellectually
and emotionally are not involved into the broader meaning of the organic values.
If organic is to avoid ending up as a niche, the Econo/Market type must also play
a significant role in the future development of organic agriculture. However, the
rules for production, processing and trade need to be more closely aligned with the
IFOAM Principles of Fairness and Care (see Freyer et al., Chap. 5 ; Constance et al.,
Chap. 9 ) .
The Nature/Philo type is seen as the frontrunner, the innovator and initiator for
new forms of holistic lifestyles and new societal collaborations. This type is central
for the organic movement as a model for remembering and rethinking rules, and