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This chapter examines the increase in global demand for quinoa (Chenopodium quinoa Willd.) and considers the impact of such demand on the Peruvian and Bolivian farmers who produce it. Specifically, it analyzes the social media marketing of U.S. based I Heart Keenwah (IHK) and considers the role of “storied food” with respect to corporate social responsibility (CSR) reporting in a Web 2.0 context. This chapter reports the results of textual, rhetorical, and cultural analyses of the digital marketing materials IHK deploys, and considers IHK’s use of Web 2.0 tools to mobilize discourses of socially responsible marketing, and implications of industrial quinoa production on Andean biodiversity and indigenous culture. This chapter principally concludes that the social media and digital marketing materials that IHK deploys obfuscate the social, economic, and ecological complexities surrounding the quinoa industries in Peru and Bolivia. This chapter provides evidence of new tendencies in capitalist commodification, and demonstrates how the traditional and indigenous protectors of the quinoa plant species are being denied their agricultural and cultural heritages. Further more, it demonstrates how the language of corporate social responsibility is abused in the service of less sustainable, branded, and extractive imaginaries and corporate profit. Given the significant rise in international quinoa demand, IHK’s explosive economic success, and IHK’s reliance on Andean quinoa, this case study provides unique insights into global food capitalism in the age of social media.

Purpose – The policy approach of multifunctionality – that agriculture has benefits beyond the production of food and fiber – has been debated within global trade negotiations. Little is known about the perceptions of agriculture's multifunctional nature at the local level. These perceptions may be particularly pertinent in rural locations undergoing rapid transformations of the agricultural system, economic base, and related land uses. This chapter describes research conducted to examine the perceptions of agriculture's impact on local communities and the policy choices needed to support agriculture's multifunctionality.

Methodology – Six focus groups were conducted in Pennsylvania, USA. Counties were selected to represent three differentiated rural spaces (contested, clientelist, preserved), in which production and consumption interests claims vie for control of rural land. Participants represented both production and consumption interests, and described their perceptions of local agriculture and policy preferences.

Findings – Production and consumption interests across the study sites expressed views consonant with global discussions, in that agriculture provides significant positive impacts and few negative. However, locally specific issues related to taxes, land use planning, and farmland preservation dominated discussion. Participants supported a mix of policy tools (voluntary, regulatory, educational), but gave little credence to federal programs.

Research limitations/implications – Policy initiatives to support agricultural multifunctionality need to be sensitive to local conditions and create an enabling environment to allow multiple stakeholders opportunities to identify issues and preferred policy mechanisms.

Originality – Previous research has identified multifunctionality concepts at the global level; this chapter localizes multifunctionality, and examines potential hurdles to implementation.

To analyze more deeply and in a systemic perspective food system outcomes, and the contribution that small farming can give to the achievement of those outcomes, a detailed analysis of food systems is required, which highlights its components, activities and dynamics. Thus, this chapter deepens the analysis of the food system. We first reflect on the complexity of the concept of food system, discussing the abundance of different conceptualizations proposed in the scientific and political debate on the base of different disciplines and perspectives. Then, a comprehensive representation is shown, which is then unpacked. The food system actors, assets and functions are explored, with an eye on power relations among actors and on the main drivers of change. Governance (that also includes actors external to the food systems) is called ‘reflexive’, as long as it characterizes a system that is able to reflect upon the conditions and the forms of its own functioning, to detect and analyze threats and to change accordingly, with the involvement of actors external to the food systems. This analysis, which represents the focus of this section, provides the base for the description of the food system vulnerability developed in Chapter 4. Drivers of change and governance emerge as key categories to consider.

Natural disasters have an enormous impact on the lives and well-being of people in many parts of the world. When a disaster occurs, it causes massive damage to people's livelihoods. Although a household is automatically disrupted after experiencing a natural disaster (floods, earthquakes, mudslides, etc.), the accessibility of food commodities is often the most negatively impacted. Since pre-disaster periods are already challenging in the context of providing sufficient food within poverty-stricken areas, natural disasters leave a trail of vulnerable and disadvantaged people who cannot acquire an adequate amount of nutritious food necessary for survival. The inability to maintain consumption levels exposes households to food insecurities – insecurities experienced particularly by women, who head households. Women are more susceptible to food scarcity and lose the ability to sustain their families’ livelihood due to the loss of seeds, livestock, and food, in general. Natural cataclysms, however, not only hamper access to nutritious food, but also considerably affect women's and children's health conditions. In countries like Tajikistan, there is a small body of research that assesses the impact of hazardous events on women's and children's health and nutrition in the aftermath of disasters. This study seeks to provide insights into the access of balanced diets to families in post-disaster situations and analyzes how disasters impact the health of affected people.

Two worldwide trends in recent decades are commonly noted and sometimes linked in discussing disasters. First, the reported global cost of natural disasters has risen significantly, with a 14-fold increase between the 1950s and 1990s (Munich Re, 1999). During the 1990s, major natural catastrophes are reported to have resulted in economic losses averaging an estimated US$ 54 billion per annum (in 1999 prices) (ibid). Record losses of some US$ 198 billion were recorded in 1995, the year of the Kobe earthquake – equivalent to 0.7 percent of global gross domestic product (GDP) (ibid).

This paper attempts to understand how the interaction of natural disasters and human behaviour during wartime led to famines in three regions under imperial control around the Indian Ocean. The socio-economic structure of these regions had been increasingly differentiated over the period of imperial rule, with large proportions of their populations relying on agricultural labour for their subsistence.

Before the war, food crises in each of the regions had been met by the private importation of grain from national or overseas surplus regions: the grain had been made available through a range of systems, the most complex of which was the Bengal Famine Code in which the able-bodied had to work before receiving money to buy food in the market.

During the Second World War, the loss of control of normal sources of imported grain, the destruction of shipping in the Indian Ocean (by both sides) and the military demands on internal transport systems prevented the use of traditional famine responses when natural events affected grain supply in each of the regions. These circumstances drew the governments into attempts to control their own grain markets.

The food crises raised complex ethical and practical issues for the governments charged with their solution. The most significant of these was that the British Government could have attempted to ship wheat to Bengal but, having lost naval control of the Indian Ocean in 1942 and needing warships in the Atlantic and Mediterranean in 1943 chose to ignore the needs of the people of Bengal, focussing instead on winning the war.

In each of the regions governments allowed/encouraged the balkanisation of the grain supply – at times down to the sub-district level – which at times served to produce waste and corruption, and opened the way for black markets as various groups (inside and outside government ranks) manipulated the local supply.

People were affected in different ways by the changes brought about by the war: some benefitted if their role was important to the war-effort; others suffered. The effect of this was multiplied by the way each government ‘solved’ its financial problems by – in essence – printing money.

Because of the natural events of the period, there would have been food crises in these regions without World War II, but decisions made in the light of wartime exigencies and opportunities turned crises into famines, causing the loss of millions of lives.

This chapter delineates the conditions, challenges and opportunities for the sustainability of small entrepreneurial firms involved in local food tourism. It raises awareness on how these businesses can enhance their competitiveness in this market. It puts forward an analytical framework that is based on the economic, social, environmental and cultural sustainability of small local food tourism entrepreneurs in Swedish, Italian and Spanish contexts. This research implies that the financial sustainability of these small enterprises is contributing to local economic growth and employment in their country. From the social sustainability aspect these tourism businesses are intrinsically linked to local communities. Their responsible practices are meant to safeguard the environmental sustainability as well as the preservation of their local culture and heritage. At the same time, they enable them to add value to their destination’s cultural sustainability.