Marketing Sustainable Food Production In Europe: Case Study Evidence From Two Dutch Labelling Schemes

Recent years have witnessed a proliferation of food labelling schemes that claim to promote sustainable forms of food production. Viewed as a process of reterritorialisation or, more specifically, ecological localisation, such initiatives potentially provide constructive tools to re‐address some of the environmental problems connected with agricultural restructuring and to re‐organise production and consumption relations in the food system. This paper first examines the approaches and motives behind 24 food labelling schemes in selected European countries. It then uses this empirical material to conceptualise two development rationales: ‘territorial’ (place‐based) and ‘critical’ (process‐based). The rationales are explored through a comparative assessment of two Dutch case studies – Waterland and Milieukeur strawberries. The paper argues that producer involvement requires a clear economic incentive and that most food labelling schemes need significant institutional support if participation in more sustainable modes of production is to be fully realised.