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Organizing OrganicConflict and Compromise in an Emerging Market$
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Michael A. Haedicke

Print publication date: 2016

Print ISBN-13: 9780804795906

Published to Stanford Scholarship Online: January 2017

DOI: 10.11126/stanford/9780804795906.001.0001

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The Rise of Big Organic

The Rise of Big Organic

Market Convergence and the Elaboration of the Expansionary Vision

(p.79) Chapter 3 The Rise of Big Organic
Organizing Organic

Michael A. Haedicke

Stanford University Press

The finalization of the National Organic Program (NOP) accelerated the growth of the organic market. This chapter unpacks related changes that have occurred in the post-NOP period. First, it describes the erosion of economic and organizational partitions between the organic foods sector and the mainstream food industry through a process that is labeled convergence, paying special attention to organic foods retailing. It then argues that newly arrived sector members have transposed cultural schemas from the mainstream business world to organize their work in the organic sector. This has elaborated expansionary understandings by (1) providing a moral justification for market growth, (2) contributing to the marginalization of countercultural businesses and critical activists through boundary work, and (3) relegating consumers to the role of purchasers by encouraging their exclusion from discussions related to organic regulations.

Keywords:   partitioning, convergence, organic industry, Whole Foods Market, grocery retailing, schemas, transposition, boundary work, consumers

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