Organizing Organic: Conflict and Compromise in an Emerging Market
Contents
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Industrialization and Resistance in the Food System Industrialization and Resistance in the Food System
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The Beginnings of Organic Farming Advocacy The Beginnings of Organic Farming Advocacy
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Encounters with the Counterculture Encounters with the Counterculture
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Making the Organic Sector Ready for Business Making the Organic Sector Ready for Business
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Decentralized Organization in the Organic Sector Decentralized Organization in the Organic Sector
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Farmers’ Groups Farmers’ Groups
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Distribution and Retailing Distribution and Retailing
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Conclusion Conclusion
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1 Breaking Ground for a New Agriculture: Transformation and Expansion during the Organic Sector’s Early Years
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Published:18 May 2016
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Abstract
This chapter examines the origins of the transformative and expansionary logics in the organic sector and makes the argument that ideas and practices related to both market expansion and sociocultural change were present during the sector’s early years. It discusses a number of cultural influences that shaped organic farming between approximately 1945 and 1975, including advocacy for alternative agriculture and natural foods, the 1960s counterculture and ecology movements, and mainstream understandings of efficient market organization. The chapter also contends that widespread conflict did not occur, despite the existence of divergent cultural understandings, for two reasons: (1) the organic sector’s decentralized character and (2) the tendency of advocates to downplay tensions between the divergent understandings. These arguments are supported by examinations of farmers’ groups and retailing arrangements and by analysis of the work of the organic advocate J. I. Rodale and other writers in the magazine Organic Gardening and Farming.
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