Abstract
AbstractDrawing on the literature on Commodity Cultures, this paper analyses the deployment of geographical knowledge by German dairy firms in the promotion of (what they regard as) sustainable dairy production. The analysis is based on a content analysis including various materials (e.g. annual reports, sustainability reports, newsletters, advertisements) of 26 companies, covering around 75‐80 per cent of the German dairy market. The empirical findings show that specific forms of geographical knowledge, that is, knowledge about regions of origin, production methods and/or cultural settings, are used to primarily emphasise four sustainability issues: protection of natural/cultural landscapes; climate protection; family, community and local heritage; reciprocity of human‐animal‐nature relations. However, as the promotion of these issues is favoured, among others, by the ambiguity of the term ‘sustainability’, German dairy firms may capitalise on a variety of constructed narratives and pictures having the power to ‘embellish’ different dairy practices that are presumed to be sustainable.
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