Corporate Environmentalism and Organic Agriculture in Australia: The Case of Uncle Tobys1

Abstract

Abstract Recent expansion in the organic food industry represents an increasing awareness amongst an array of actors of the implications of conventional agriculture. In particular, the organic agriculture movement has been driven by both organic producers and consumers concerned about the environmental implications of food production and the health effects associated with food consumption. The recent institutionalization of the organic movement in organic regulatory bodies and through the involvement of food companies has encapsulated other actors within this network. This paper looks specifically at Uncle Tobys, a producer of breakfast cereals, which joined this network when it decided to produce an organic breakfast cereal called “Organic Vita Brits.” The integration of this company has expanded the range of actors participating within the organic network and altered the relationships between them. The temporary involvement of Uncle Tobys in the organic food industry has also resulted in a shift in the construction of meaning of “organic.” The limited success, despite many efforts to appeal to green consumers, of Uncle Tobys within this network suggests that organic food remains a niche product, consumed by a minority of consumers.