McSustainability and McJustice: Certification, Alternative Food and Agriculture, and Social Change

Maki Hatanaka
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Maki Hatanaka: Department of Sociology, College of Humanities and Social Sciences, Sam Houston State University, Campus Box 2446, Huntsville, TX 77341, USA

Sustainability, 2014, vol. 6, issue 11, 1-21

Abstract: Alternative food and agriculture movements increasingly rely on market-based approaches, particularly voluntary standards and certification, to advance environmental sustainability and social justice. Using a case study of an ecological shrimp project in Indonesia that became certified organic, this paper raises concerns regarding the impacts of certification on alternative food and agriculture movements, and their aims of furthering sustainability and justice. Drawing on George Ritzer’s McDonaldization framework, I argue that the ecological shrimp project became McDonaldized with the introduction of voluntary standards and certification. Specifically, efficiency, calculability, predictability, and control became key characteristics of the shrimp project. While the introduction of such characteristics increased market access, it also entailed significant costs, including an erosion of trust and marginalization and alienation of farmers. Given such tradeoffs, in concluding I propose that certification is producing particular forms of environmental sustainability and social justice, what I term McSustainability and McJustice. While enabling the expansion of alternative food and agriculture, McSustainability and McJustice tend to allow little opportunity for farmer empowerment and food sovereignty, as well as exclude aspects of sustainable farming or ethical production that are not easily measured, standardized, and validated.

Keywords: standards; certification; alternative food and agriculture; market-based approaches; shrimp aquaculture; social movements (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2014
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (6)

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