Corporate Environmentalism and Organic Agriculture in Australia: The Case of Uncle Tobys1

摘要: Recent expansion in the organic food industry represents an increasing awareness amongst array of actors implications conventional agriculture. In particular, agriculture movement has been driven by both producers and consumers concerned about environmental production health effects associated with consumption. The recent institutionalization regulatory bodies through involvement companies encapsulated other within this network. This paper looks specifically at Uncle Tobys, a producer breakfast cereals, which joined network when it decided to produce cereal called “Organic Vita Brits.” integration company expanded range participating altered relationships between them. temporary Tobys also resulted shift construction meaning “organic.” limited success, despite many efforts appeal green consumers, suggests that remains niche product, consumed minority consumers.