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The aim of this chapter is to discuss the communicative side of modern companies operating in the food industry, paying attention to the CSR discourse conducted in online communication. In this contribution, an attempt is made to show how the dialogue on corporate social conscience taking place at corporate websites shapes the way companies can be perceived in terms of organizational metaphors and how this perception mirrors the performance of CSR-oriented companies.

The approach applied in this chapter relies on both discursive and social theories, characteristic of investigating metaphors. To narrow the scope of the research exclusively to one sector and its online identity, the author focuses on the role of websites and their discursive content to study the CSR communication in the food industry.

The analysis of online corporate representation related to CSR practices in the selected companies operating in the food industry has led to the creation of six metaphors that can be used to discuss the performance of modern food producers from the metaphorical perspective.

The chapter concentrates on analysing the selected websites of Polish and Italian food companies, without dividing the alimentation sector into subtypes.

The topic discussed in this study may be interesting not only for the specialists and academics interested in CSR but also for the broadly understood stakeholders of the alimentation sector.

The chapter draws the readers’ attention to the role of communication in the relation between organizations and stakeholders and how it may shape organizational identities.

The issue of CSR-oriented communication in the food industry has not been studied in detail as far as organizational metaphors are concerned. As has been shown in this chapter, organizational metaphors facilitate the understanding of corporate identity in the alimentation sector, stressing its focus on corporate social conscience.

The work of caring has assumed utmost importance during the devastation caused by the pandemic. We employ the feminist theory of care ethics within the context of food provisioning during the pandemic, and examine the work of Food for Chennai, a group of micro-volunteers in the city of Chennai, India who provide home-cooked meals, free of charge, to COVID-19 patients and households that are in quarantine. Using textual and visual data from social media posts (Facebook, WhatsApp, and Instagram), interviews with an organizer of the movement, and print – media articles, we trace the evolution of this movement, and argue that this network of care could not have developed or grown without the use of digital infrastructure and the affective campaigning that it enables. We add to the scholarship of three linked bodies of work – digital activism, food ethics, and the ethics of care – by grounding our analysis in the immediacy of the crisis and suggesting avenues for thinking about ethical issues and digital activism as crisis response in the future. We conclude by offering ways of reimagining food systems that could embrace values of care in the post-pandemic world.

This introduction provides an overview of the discourse on alternative agrifood movements (AAMs) to (1) ascertain the degree of convergence and divergence around a common ethos of alterity and (2) context the chapters of the book. AAMs have increased in recent years in response to the growing legitimation crisis of the conventional agrifood system. Some agrifood researchers argue that AAMs represent the vanguard movement of our time, a formidable counter movement to global capitalism. Other authors note a pattern of blunting of the transformative qualities of AAMs due to conventionalization and mainstreaming in the market. The literature on AAMs is organized following a Four Questions in Agrifood Studies (Constance, 2008) framework. The section for each Question ends with a case study to better illustrate the historical dynamics of an AAM. The literature review ends with a summary of the discourse applied to the research question of the book: Are AAMs the vanguard social movement of our time? The last section of this introduction provides a short description of each contributing chapter of the book, which is divided into five sections: Introduction; Theoretical and Conceptual Framings; Food Sovereignty Movements; Alternative Movements in the Global North; and Conclusions.

Food system channels are proposed to be major components of the larger food system which influence health and illness.

Food system channels are defined, discussed in relationship to other food system components, considered in terms of historical food system changes, examined in relationship to wellbeing and disease, and proposed to have useful applications.

Food system channels are broad, organized, and integrated pathways through which foods and nutrients pass. Channels are larger in scale and scope than previously described food system structures like chains, stages, sectors, networks, and others. Four major types of contemporary Western food system channels differ in their underlying values and health impacts. (1) Industrialized food channels are based on profit as an economic value, which contributes to a diversity of inexpensive foods and chronic diseases. (2) Emergency food channels are based on altruism as a moral value, and try to overcome gaps in industrialized channels to prevent diseases of poverty. (3) Alternative food channels are based on justice and environmentalism as ethical values, and seek to promote wellness and sustainability. (4) Subsistence food channels are based on self-sufficiency as a traditional value, and seek self-reliance to avoid hunger and illness. Historical socioeconomic development of agricultural and industrial transitions led to shifts in food system channels that shaped dietary, nutritional, epidemiological, and mortality transitions.

Food system channels provide varying amounts of calories and types of nutrients that shape wellbeing and diseases. Sociologists and others may benefit from examining food system channels and considering their role in health and illness.

In recent years the production and consumption of food have become both more transnational and diversified. Concurrent with these transformations has been the increasing use of standards to differentiate both agricultural products and processes. Historically standards were understood as “natural market lubricants,” but today they are increasingly viewed as tools for competitive advantage. As the use of standards has proliferated, the need to ensure compliance has also increased. Third-party certification (TPC) is one way to ensure compliance and it is becoming increasingly prominent in the global agrifood system. This chapter examines the complex effects that the widespread implementation of standards and TPC is having on the global agrifood system. What is occurring is not simple standardization and differentiation, but rather differentiated standardization and standardized differentiation. In the first instance, whereas we have standardization, it is differentiated, as multiple options remain. For example, while TPC for food safety and quality is becoming increasingly common, what such certification means continues to have considerable diversity. In the latter case, different kinds of agricultural practices are becoming standardized (i.e., organic). That is, difference (e.g., alternative agriculture) is becoming standardized, so that it is increasingly becoming the same globally. In concluding, we argue that standardization and differentiation are both taking place simultaneously in the global agrifood system, and that analyses of the globalization of food and agriculture must begin to recognize this.

The unglamorous leek is an everyday foodstuff in a British supermarket, but its meaning is constructed through the interplay of a range of non-human materialities including the plant, its packaging and its information dense labels. This chapter examines the variations in the ways in which leeks are marketed in different supermarkets, with a particular focus on how they can be traced back to their roots in British fields. We examine the ways in which non-human and virtual entities ‘bring to life’ the human producers of the leeks in a bid to mimic the reconnection that is sought through local food systems. We use the example of the leeks to explore what is happening to food supply chains, urban-rural connections and rural representations as farmers and retailers build new modes of working and as social media tools open up virtual access to the people growing our food.

This chapter investigates the awareness of consumers to the water supply chain and if the introduction of water labelling information increases the degree of accountability. This research examines how fresh water can be traded as a direct physical entity or indirectly as part of the supply chain of a product. With greater pressure put on finite global resources, demand for this natural commodity is slowly overtaking supply. Fresh water is essential to life and its equitable management is critical in protecting the long-term survival of the World’s inhabitants.

This research uses a case study basis for the research undertaken and analyses what factors business decision-makers consider when making their choices. A bookshop has been used as the business context for this investigation. The research is based on a qualitative methodology and uses semi-structured interviews to gather the data. The findings indicate that water awareness is low amongst consumers and that water labelling information whilst being endorsed by consumers would only yield modest changes in buying behaviour patterns.

This research has been gathered using a small sample of the population, but in order to draw general conclusions it is recommended that the study be extended to include a variety of organisations located in different countries that are motivated by profit and not for profit objectives.

The current study sheds light on non-human object agency by drawing illustrative examples from a case of horse/horsemeat, and thereby captures the ways in which living and non-living animal entities have shifting effects and/or intentions in relation to human entities within heterogeneous networks of cultural resources and practices.

Leaning on the post-human approach, the case of horse/horsemeat provides an illustrative empirical entry point into exploring how by looking through the lenses of object agency one can deconstruct the prevailing anthropomorphism-based dualistic views of living and non-living domestic animals as subjects or objects.

The paper argues that by contemplating both the living horse and non-living horsemeat as ontologically shifting and co-constructive entities in relation to human subjects, we are able to elaborate the contradictions and convergences of object agency that appear in living and/or non-living co-consuming units.

The study showcases important aspects of animal welfare, addressing the effects of shifting from a human-centred perspective to a post-human view on equality between various kinds of entities.

This paper contributes to the discussions of non-human object agency, addressing the issue from the perspective of an animal entity, which enables participating in deconstructing dualisms such as subject and object as well as living and non-living. In particular, it highlights how in the case of an animal entity, agency may emerge in terms of effects and (some capacity of) intentions both within living and non-living entities.

Human–animal economic relations range from exploitative objectification and mass killing of animals in industrial livestock to species-appropriate husbandry or collaboration of humans and animals in therapy or rescue work. Should they be abolished or are there options for their moral permissibility? I propose using a three-level model to distinguish between morally impermissible and acceptable economic relations of humans and animals. A further step explores how an animal-oriented economy can be implemented on existing markets against the background of a philosophical theory for acceptable use of animals in the economy. Rather than developing a theory, it suggests research projects for an animal friendly economy. Market sociology reveals that sophisticated markets are a potential platform for animal welfare and that they allow a countermovement against animal exploitation. This understanding of markets also connects animals to value theory or to the idea of social cost. This way a consistent theoretical frame for animal welfare in economy is imaginable and suggested for further research.