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How does Modernity Taste? Tomatoes in the Societal Change from Modernity to Late Modernity

Ekelund, Lena and Jönsson, Håkan LU (2011) In Culture Unbound. Journal of Current Cultural Research 3. p.439-454
Abstract
The aim of this article is to discuss how changes in tomato food regulation, production and consumption, can be seen as part of a broader societal change from Modernity to Late Modernity. Based on evidence from the Swedish and European food systems we demonstrate how a system, which has been successfully managing development in food production for several decades by stressing rationality, homogeneity and standardization, is being challenged by a system that has adapted to, and also exploited, consumer preferences such as heterogeneity, diversity and authenticity. The article shows how tomato growers develop differentiation strategies, adapting to and cultivating this new consumer interest, and how authorities responsible for regulations of... (More)
The aim of this article is to discuss how changes in tomato food regulation, production and consumption, can be seen as part of a broader societal change from Modernity to Late Modernity. Based on evidence from the Swedish and European food systems we demonstrate how a system, which has been successfully managing development in food production for several decades by stressing rationality, homogeneity and standardization, is being challenged by a system that has adapted to, and also exploited, consumer preferences such as heterogeneity, diversity and authenticity. The article shows how tomato growers develop differentiation strategies, adapting to and cultivating this new consumer interest, and how authorities responsible for regulations of trade and quality struggle to adapt to the new situation. As the products become more diversified, taste becomes an important issue and is associated with a view that traditional and natural are superior to standardized and homogeneous products. The analytical approaches for the discussion come from two study areas: ethnological, and marketing and policy perspective, thus showing a multidimensional picture of a changing food system. (Less)
Please use this url to cite or link to this publication:
author
organization
publishing date
type
Contribution to journal
publication status
published
subject
keywords
Food systems, regulation, consumer attitudes, preferences, product differentiation, ethnology, marketing
in
Culture Unbound. Journal of Current Cultural Research
volume
3
pages
439 - 454
publisher
Linköping University Electronic Press
ISSN
2000-1525
DOI
10.3384/cu.2000.1525.113439
language
English
LU publication?
yes
id
8cac98a3-28bb-4ab8-a3d9-13d229fa086b (old id 2213130)
alternative location
http://www.cultureunbound.ep.liu.se/v3/a28/
date added to LUP
2011-12-02 14:32:42
date last changed
2016-04-16 06:50:17
@article{8cac98a3-28bb-4ab8-a3d9-13d229fa086b,
  abstract     = {The aim of this article is to discuss how changes in tomato food regulation, production and consumption, can be seen as part of a broader societal change from Modernity to Late Modernity. Based on evidence from the Swedish and European food systems we demonstrate how a system, which has been successfully managing development in food production for several decades by stressing rationality, homogeneity and standardization, is being challenged by a system that has adapted to, and also exploited, consumer preferences such as heterogeneity, diversity and authenticity. The article shows how tomato growers develop differentiation strategies, adapting to and cultivating this new consumer interest, and how authorities responsible for regulations of trade and quality struggle to adapt to the new situation. As the products become more diversified, taste becomes an important issue and is associated with a view that traditional and natural are superior to standardized and homogeneous products. The analytical approaches for the discussion come from two study areas: ethnological, and marketing and policy perspective, thus showing a multidimensional picture of a changing food system.},
  author       = {Ekelund, Lena and Jönsson, Håkan},
  issn         = {2000-1525},
  keyword      = {Food systems,regulation,consumer attitudes,preferences,product differentiation,ethnology,marketing},
  language     = {eng},
  pages        = {439--454},
  publisher    = {Linköping University Electronic Press},
  series       = {Culture Unbound. Journal of Current Cultural Research},
  title        = {How does Modernity Taste? Tomatoes in the Societal Change from Modernity to Late Modernity},
  url          = {http://dx.doi.org/10.3384/cu.2000.1525.113439},
  volume       = {3},
  year         = {2011},
}