Corporate environmentalism and the development of Australian organic agriculture

Lyons, Kristen (1999) Corporate environmentalism and the development of Australian organic agriculture. Rural Sociology, 64 2: 1-12. doi:10.1111/j.1549-0831.1999.tb00017.x

Author Lyons, Kristen
Title Corporate environmentalism and the development of Australian organic agriculture
Journal name Rural Sociology   Check publisher's open access policy
ISSN 0036-0112
Publication date 1999
Sub-type Article (original research)
DOI 10.1111/j.1549-0831.1999.tb00017.x
Volume 64
Issue 2
Start page 1
End page 12
Total pages 12
Place of publication Columbia, MO, United States
Publisher Rural Sociological Society
Language eng
Abstract Recent expansion in the organic food industry represents an increasing awareness amongst an array of actors of the implications of conventional agriculture. In particular, the organic agriculture movement has been driven by both organic producers and consumers concerned about the environmental implications of food production and the health effects associated with food consumption. The recent institutionalization of the organic movement in organic regulatory bodies and through the involvement of food companies has encapsulated other actors within this network. This paper looks specifically at Uncle Tobys, a producer of breakfast cereals, which joined this network when it decided to produce an organic breakfast cereal called “Organic Vita Brits.” The integration of this company has expanded the range of actors participating within the organic network and altered the relationships between them. The temporary involvement of Uncle Tobys in the organic food industry has also resulted in a shift in the construction of meaning of “organic.” The limited success, despite many efforts to appeal to green consumers, of Uncle Tobys within this network suggests that organic food remains a niche product, consumed by a minority of consumers.
Q-Index Code C1
Q-Index Status Provisional Code
Institutional Status Non-UQ

Document type: Journal Article
Sub-type: Article (original research)
Collection: School of Social Science Publications
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Created: Fri, 05 Apr 2013, 12:33:41 EST by Kristen Lyons on behalf of School of Social Science