Constructing "green" foods: corporate capital, risk, and organic farming in Australia and New Zealand

摘要: Public concern over environmentalquality and food safety has culminated in thedevelopment of markets for “green” foods – foodsthat are variously construed as fresh, chemical-free,nutritious, natural, or produced anenvironmentally-sustainable manner. Understanding theemergence is dependent on analysisboth the ways which andprocessed, meanings that attached tothem at each stage their production,transformation, consumption. The notion “green”foods thereby understood here a fluid andcontestable signifier myriad actors involved inthe production/consumption cycle may attempt to shapefor own purposes. This paper explores corporate capital's recent attempts, through certification logosand advertising, signify “healthiness” andenvironmental virtues organically-produced inAustralia New Zealand. These attempts have not,however, been universally successful either termsof gaining consumer interest, agreementsbetween farmers, certifying organizations, andcapitalist firms meaning “organic” thepractice “sustainable” agriculture. experienceof involvement organics industry isillustrative yet-to-be-resolved processes ofreflexive modernization. As production andtransformation continues produce environmental andsocial risks, question just what makes food“green” will continue be source social conflict.