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Labeling the Good: ...
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Broberg, Oskar,1976Gothenburg University,Göteborgs universitet,Ekonomisk-historiska institutionen,Department of Economic History
(författare)
Labeling the Good: Alternative Visions and Organic Branding in Sweden in the Late 20th Century
- Artikel/kapitelEngelska2010
Förlag, utgivningsår, omfång ...
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2015-02-18
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Cambridge University Press (CUP),2010
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LIBRIS-ID:oai:gup.ub.gu.se/130803
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https://gup.ub.gu.se/publication/130803URI
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https://doi.org/10.1093/es/khq094DOI
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The past decade’s rapid expansion of a global market for organic food has set powerful economic and political forces in motion. The most important dividing line is whether organic food production should be an alternative to or a niche within a capitalist mode of production. To explore this conflict the article analyzes the formation of a market for eco-labeled milk in Sweden. The analysis draws on three aspects: the strategy of agri-business, the role of eco-labeling, and the importance of inter-organizational dynamics. Based on archival studies, daily press, and interviews, three processes are emphasized: the formative years of the alternative movement in the 1970s, the founding of an independent eco-label (KRAV) in the 1980s, and a discursive shift from alternative visions to organic branding in the early 1990s following the entry of agri-business.
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Göteborgs universitetEkonomisk-historiska institutionen
(creator_code:org_t)
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Ingår i:Enterprise & Society: Cambridge University Press (CUP)11:4, s. 813-8401467-22271467-2235
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