Polanyi and the Other Alternative Food Network: What San Francisco‐Based Multi‐Level Marketers of “Healthy” Food Tell Us About Values in Market Societies

Recent decades have witnessed the proliferation of alternative food networks (AFNs) in the US and Europe. While social scientists classify heterogenous practices as AFNs, their participants share the desire to work against the existing food system, and efforts to access food from outside this system. Many analysts have captured these features of AFNs by using concepts from Karl Polanyi's The Great Transformation. Yet while Polanyi's framework has been productive, it has also contributed to binary representations of alternative food movements as either advancing non‐market values or in service to commodification and hegemony. We scrutinize San Francisco‐based independent contractors who sell food alternatives and health supplements produced by a multi‐level marketing company we call NatureRise. The marketers of NatureRise products are committed to working against an industrial food system that they consider corrupt. They promote food alternatives that they regard as more natural than food in the conventional system, and embed sales in face‐to‐face relations in which a family‐like concern for human wellbeing is expressed. Yet, they also engage in sales for what Polanyi calls “the motive of gain.” Our case highlights a shortcoming in Polanyi's thought, one that characterizes many social analyses, while supporting the continued relevance of his work.