Wine is not Coca-Cola: marketization and taste in alternative food networks

Krzywoszynska, Anna

doi:10.1007/s10460-014-9564-9

Cited by 41 publications

(18 citation statements)

References 68 publications

Supporting

Mentioning

Contrasting

Unclassified

Order By: Relevance

“…This paper contributes to existing scholarship chronicling the emergence of organic agriculture and the formation of markets for organic and other products of alternative agriculture (see, e.g., Gibbon, 2008; Guthman, 2004; Krzywoszynska, 2015; Luetchford & Pratt, 2011; Mutersbaugh, 2004). This includes scholarship concerning the development of formal and informal ‘quality regimes’ based on codified ethical standards (Friedberg, 2004; Ponte & Gibbon, 2005; Staricco & Ponte, 2015).…”

Section: Conceptual Foundationsmentioning

confidence: 85%

“…Although organic wine is no longer strictly speaking novel, it does occupy a dynamic and still maturing market niche, the characteristics of which are regionally uneven. This means organic wine must be qualified in ways that position it within and yet distinguish it from an existing, elaborate hierarchy of quality conventions (Krzywoszynska, 2015). And this must be done in ways that extend beyond the formal, codified quality regimes of organic certification as well as those of established wine appellations (which do not distinguish between conventional and organic wine).…”

Section: Conceptual Foundationsmentioning

confidence: 99%

See 1 more Smart Citation

Qualifying tradition: Instituted practices in the making of the organic wine market in Languedoc‐Roussillon, France

Prudham

MacDonald

2020

Journal of Agrarian Change

View full text Add to dashboard Cite

Within France, the Languedoc‐Roussillon region (now part of Occitanie) is home to about one third of the nation's area of certified organic vineyards. Each year, the world's largest organic wine fair, Millésime Bio, takes place in the city of Montpellier. This trade fair is an important site where organic wine is not only sold but also given meaning in the market, and importantly, differentiated from but made commensurate with conventional wine. In this paper, we examine processes and practices of ‘qualifying’ organic wine, including by means of relational processes of association and dissociation. Drawing on collaborative event ethnography and other qualitative methods, we focus on individual and institutional actors engaged in creating forms of commodified meanings that circulate with organic wine. In Languedoc‐Roussillon, these meanings reflect and reinforce a longer‐term so‐called shift to quality in wine production, yet also emphasize continuity over change, particularly through emphasis on ongoing role of artisanal, independent growers. We argue that qualification thereby works not only through association with independent growers but also by dissociation, specifically from Languedoc‐Roussillon's agrarian tradition of generic wine production and from the central role played by wine cooperatives in the social reproduction of the region's small‐holding grower class.

show abstract

Section: Conceptual Foundationsmentioning

confidence: 85%

Section: Conceptual Foundationsmentioning

confidence: 99%

Qualifying tradition: Instituted practices in the making of the organic wine market in Languedoc‐Roussillon, France

Prudham

MacDonald

2020

Journal of Agrarian Change

View full text Add to dashboard Cite

show abstract

“…In China, these habits have typically manifested as a “preference for lean pork, tender crisp fresh vegetables, ‘the bigger the better’, and evaluations of quality based on the appearance of fruit and vegetables” (Zhang and Qi 2019 , p. 126). AFNs, on the other hand, require “a market structured around an open taste, a taste for uncertainty, [which] depends on the cultivation of consumers who choose ecologically embedded products not in spite of their variability, but because of it (emphasis in original)” (Krzywoszynska 2015 , p. 500). Thus, Chinese AFNs often have to work hard in this regard as not only must they cultivate consumers to accept produce variability, but do so under circumstances of increased trust pressure.…”

Section: Discussionmentioning

confidence: 99%

‘I will know it when I taste it’: trust, food materialities and social media in Chinese alternative food networks

Martindale

2020

Agric Hum Values

View full text Add to dashboard Cite

Trust is often an assumed outcome of participation in Alternative Food Networks (AFNs) as they directly connect producers with consumers. It is based on this potential for trust "between producers and consumers" that AFNs have emerged as a significant field of food studies analysis as it also suggests a capacity for AFNs to foster associated embedded qualities, like 'morality', 'social justice', 'ecology' and 'equity'. These positive benefits of AFNs, however, cannot be taken for granted as trust is not necessarily an outcome of AFN participation. Using Chinese case studies of AFNs, which are characterised by a distinct form of trust pressure-consumers who are particularly cynical about small scale farmers, food safety and the organic credentials of producers-this paper highlights how the dynamics of trust are in constant flux between producers and consumers. I suggest that it is the careful construction of the aesthetic and multi-sensory qualities of food, which is often celebrated via social media, that human centred relations in Chinese AFNs are mediated. This leads to two key conclusions: first, that the key variable for establishing trust is satisfying the consumer's desire for safe (i.e. "fresh") food; and second, the materiality of the food and the perception of foods materiality (especially through social media), must both be actively constructed by the farmer to fit the consumer's ideal of freshness.

show abstract

“…Tour the Givaudan Flavor Company's website for a glimpse into the world of designed food-asflavor-components: https://www.givaudan.com/fragrances/discover-science-behind-our-sensesmell (accessed 18 August 2016). Even a traditional, terroir 'taste of place' beverage like wine is increasingly 'assembled' for new markets and flavor novelty (Krzywoszynska, 2015).…”

Section: Conclusion: Understanding New Political and Market Forms Through Infrastructurementioning

confidence: 99%

The informational turn in food politics: The US FDA’s nutrition label as information infrastructure

Frohlich

2016

Soc Stud Sci

View full text Add to dashboard Cite

This article traces the history of the US FDA regulation of nutrition labeling, identifying an 'informational turn' in the evolving politics of food, diet and health in America. Before nutrition labeling was introduced, regulators actively sought to segregate food markets from drug markets by largely prohibiting health information on food labels, believing such information would 'confuse' the ordinary food consumer. Nutrition labeling's emergence, first in the 1970s as consumer empowerment and then later in the 1990s as a solution to information overload, reflected the belief that it was better to manage markets indirectly through consumer information than directly through command-and-control regulatory architecture. By studying product labels as 'information infrastructure', rather than a 'knowledge fix', the article shows how labels are situated at the center of a legally constructed terrain of inter-textual references, both educational and promotional, that reflects a mix of market pragmatism and evolving legal thought about mass versus niche markets. A change to the label reaches out across a wide informational environment representing food and has direct material consequences for how food is produced, distributed, and consumed. One legacy of this informational turn has been an increasing focus by policymakers, industry, and arguably consumers on the politics of information in place of the politics of the food itself.

show abstract

Wine is not Coca-Cola: marketization and taste in alternative food networks

Cited by 41 publications

References 68 publications

Qualifying tradition: Instituted practices in the making of the organic wine market in Languedoc‐Roussillon, France

Qualifying tradition: Instituted practices in the making of the organic wine market in Languedoc‐Roussillon, France

‘I will know it when I taste it’: trust, food materialities and social media in Chinese alternative food networks

The informational turn in food politics: The US FDA’s nutrition label as information infrastructure

Contact Info

Product

Resources

About