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

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  • Anna Krzywoszynska

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

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  • Anna Krzywoszynska, 2015. "Wine is not Coca-Cola: marketization and taste in alternative food networks," Agriculture and Human Values, Springer;The Agriculture, Food, & Human Values Society (AFHVS), vol. 32(3), pages 491-503, September.
    • Handle: RePEc:spr:agrhuv:v:32:y:2015:i:3:p:491-503
    DOI: 10.1007/s10460-014-9564-9
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    References listed on IDEAS

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    Cited by:

    1. Leigh Martindale, 2021. "‘I will know it when I taste it’: trust, food materialities and social media in Chinese alternative food networks," Agriculture and Human Values, Springer;The Agriculture, Food, & Human Values Society (AFHVS), vol. 38(2), pages 365-380, June.
    2. Jean-Marc Touzard & Yuna Chiffoleau & Camille Maffezzoli, 2016. "What Is Local or Global about Wine? An Attempt to Objectivize a Social Construction," Sustainability, MDPI, vol. 8(5), pages 1-20, April.
    3. González-Azcárate, Mario & Cruz-Maceín, José Luis & Bardají, Isabel, 2022. "Certifications in short food supply chains in the region of Madrid. Part of the alternative?," Ecological Economics, Elsevier, vol. 195(C).

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