Sustaining an Enterprise, Enacting SustainabiliTea

Abstract

Standards that codify sustainability, such as Ethical Trade, Fairtrade, Organic and Rainforest Alliance, have become a common means for value chain actors in the Global North to make statements about the values of their products and the practices of producers in the Global South. This case study of Tanzanian tea value chains takes a closer look at how sustainability, in the form of SustainabiliTea, is done by actors who did not participate in defining and standardizing the form of sustainability with which they are meant to comply. Based on data collected during a multisited ethnography, I explore the performative nature of sustainability standards. The analysis reveals sustainable projects, sustainable markets, sustainable farm management, and sustainable qualities. These multiple SustainabiliTeas work together to construct a single vision of SustainabiliTea, which is a means to sustain the enterprise. I argue that the use of standards to guide performances makes some technical and political stakes visible while rendering others invisible. By paying attention to the residual categories, the tensions between knowledge and materiality, and listening to those voices at the margins, we see what is at stake in the maintenance of SustainabiliTea: survival in the tea market.