Self, others and objects in an ‘alternative economy’: Personal narratives from the Heiveld Rooibos Cooperative

Abstract

This paper explores the personal narratives of 12 women members of the Heiveld, a rooibos1Rooibos (Aspalathus linearis) is a plant endemic to the Western Cape region of South Africa. It has recently become internationally popular as a healthful, caffeine-free alternative to tea and coffee, and is widely available in many countries.1 producer cooperative in the Northern Cape province of South Africa. It contributes to the emerging literature in geography and allied disciplines on so-called ‘alternative economies’, the aims of which often include the conceptual re-location of agency from the capitalist system to the realm of the human. This work suggests that human development – both individual and collective – is central to the success and indeed the alterity of alternative economies. The Heiveld members’ narratives support these ideas, in particular through their accounts of the importance of autonomous work and the significance of learning from and with others. We argue, however, that these narratives also foreground a theme that tends to be neglected in the alternative economies literature – that of consumption and the possession of material things. Our interviewees repeatedly emphasise buying and owning things as being among the most meaningful outcomes of alternative economic activity. They see great value both in having their own money, homes, and furnishings, and in being able to give to others. Through an analysis of the reciprocal, meaningful relationships between these women and everyday objects, we suggest that consumption is not opposed to human development but can be part of it. More attention should therefore be paid to the ways in which tangible, material things help constitute the more commonly researched, intangible benefits of alternative economic participation, such as empowerment, dignity, knowledge-sharing and care for others.