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

Anna Krzywoszynska ()

Agriculture and Human Values, 2015, vol. 32, issue 3, 503 pages

Abstract: This paper engages with the question: how can the marketization of ecologically embedded edibles be enabled in alternative food networks? The challenge lies in the fact that ecologically embedded edibles, grown and made through primarily ecological rather than industrial processes, and using artisan, traditional, and quality practices, show variable and uncertain characteristics. The characteristics, or qualities, of ecologically embedded edibles vary both geographically and in time, challenging the creation of stable market networks. How can ecologically embedded wines be sold when there is no certainty about their qualities? In this article I propose that certainty around qualities is not as crucial an element of transactions as some authors suggest, and I draw on the case study of ecologically embedded wines to extract wider lessons of relevance to marketization of foods and drinks in alternative food networks. I suggest that an understanding of taste not as a fixed and unchangeable quality of people and things, but as a relational and reflexive activity between eaters and edibles, can offer a way of valuing uncertainty around product characteristics. Through a cultivation of a “taste for uncertainty” consumers’ bodies can become enrolled in supporting artisan, quality, and traditional production through their taste buds. Some pitfalls and limitations of this approach are considered in the conclusion. Copyright Springer Science+Business Media Dordrecht 2015

Keywords: Marketization; Taste; Ecological embeddedness; Alternative food networks; Uncertainty; Wine (search for similar items in EconPapers)
Date: 2015
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (3)

Downloads: (external link)
http://hdl.handle.net/10.1007/s10460-014-9564-9 (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:agrhuv:v:32:y:2015:i:3:p:491-503

Ordering information: This journal article can be ordered from
http://www.springer.com/economics/journal/10460

DOI: 10.1007/s10460-014-9564-9

Access Statistics for this article

Agriculture and Human Values is currently edited by Harvey S. James Jr.

More articles in Agriculture and Human Values from Springer, The Agriculture, Food, & Human Values Society (AFHVS)
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().