| Abstract: | Contemporary analysis of the food sector has failed convincingly to link production to consumption, and it has not provided a sociological account of such links. This paper makes a provisional attempt to begin such an analysis and does so by examining the case of the market for organic food in Tuscany. It proposes that the ‘pioneers’ of organics in this region constituted a new food movement that succeeded in opening up a new market. However, this market could only be successfully expanded once other actors were enrolled in the market-making process, notably state agencies and supermarkets. The regional government, through new regulations and specific initiatives, integrated organic foods into rural development policy, thereby assisting producers in the process of conversion. Supermarkets co-operated in the implementation of these policies and made space for Tuscan organic products in their stores. So while the ‘pioneers’ began the process of market building, these later entrants were crucial to the stabilization and expansion of the organic sector in Tuscany. Thus, it can be concluded that the emergence of these new ‘markets’ for nature can only be adequately explained by analysing the full range of actors. Copyright © 2001 John Wiley & Sons, Ltd. |
