Foodscapes:
- ways of thinking about how global food systems are materialized in specific places and acquire meaning in those new locations through incorporation into people's everyday lives
- illustrates the global interconnections
- how people adopt and make sense of foods with global origins to make them meaningful LOCALLY
- when a new food is introduced it may either be acce[ted, rejected, or re-evaluation
- LOCAVOURISM (the conscious desire to eat locally produced food to support the local community)
- would appear to be at odds with globalized food systems, but in fact Our local foods are a hybrid of local and global
- Accomplished through "de-commodification"
- begins with how successfully the food satisfies eating needs
- Meanings are constructed based on what the food communicates about our place in the world, our relationships with others, and our self of self in terms of our social status.
- may include gastro-activism -- appeal to our ethical responsibilities
Local Shopping and the Meaning of Food
- How supermarket products are presented to consumers - identity making potential
- references prevailing social and cultural ideas
- appealing to people who want to try something new
- fulfilling their needs for health
- marking them with distinction (status)
- helping them with budgeting
- marketing has ushered in anew aesthetic which demands uniformity of shape, color, and quality to accommodate the physical space for sale (store) and for home use.
- the POWER of industrial cuisine and its meaning making lies in these retail displays
- STORY about the products identity
- gives food local value
- brands give the "personality" behind the food- relationship with consumer that can easily be personalized and localized
- BRANDS often become associated with an ethnic group or a nation
- GOYA and the MAGA dilemma
- The meanings of food are disseminated through:
- product placement
- sponsoring community events
- advertising
- supermarket flyers
- culinary documents charting the engagement of the food industry with mainstream national cuisine
- retail helps to shape national cuisine
- ETHNIC GROCERIES: smaller stores become and important part of the retail foodscape of urban centers in multicultural states.
- act as an economic niche for many immigrants (like ethnic resturaunts)
- speak to the food's ability to maintain a connection to family and home
- project cultural identity
- ex: local bodegas, BOOM, and the Asian Market (Pleasantville)
- exaggeration of the ethnic identity
- evoke powerful emotional connections to the homeland
- offer opportunities for experimental home cooks to learn a new cuisine through the purchase of "authentic" ingredients, flavors, and cooking equipment.
- feel local while being global
- SHOWS THE POWER OF FOOD TO MAKE PEOPLE FEEL AT HOME AND CONNECTS THEM TO OTHER TIMES, PLACES AND PEOPLE
FAST AND TASTY: LOCALIZING GLOBAL DISHES
- How fast food becomes localized
- Examples
- Sushi
- originally a fast street food in japan. A Tokyo style snack (Sushiya)
- re-branded as an expensive delicacy
- 1950s on... kaiten-zhushi ...conveyor belt sushi revolutionized and popularized sushi, returning it to its popular roots.
- Began in the West in immigrant communities, where resturaunts initially only served their own community
- valued for its ability to communicate social distinction - a taste for exotic food - a meaning-maker of class and cosmopolitain identity.
- 1990s took off as people began eating less meat for health reasons (marketed as a healthy fast food)
- started as yuppie food and ended up ta grocery store delis
- PORTABILITY: small and pleasing aesthetic, easily portable meals for workers
- creolization techniques:
- blending, submerging, and wrapping the local ingredients into new bite-sized tastes of places
- New York Roll (cream cheese and lox)
- California roll (fake crab and avocado)
- Hamburgers
- rose to fame worldwide through the spread of the McDonalds corporation which adapted both its menu and its meaning to local contexts
- seen as "modern" and "cosmopolotan"
- China: little emperors and empresses-
- single children are spoiled at McDonalds- get toys and exotic foods
- expensive for Chinese-special for parties, communicating status and progressive modernity
- demonstrates parent's dedication to their children
- slowed to encourage you to hang out and meet needs of local families
- Japan: made eating standing up chic
- Soviet Union: novelty value since at the time everything was under soviet rule.
- slogan Nash McDonalds (our McDonalds) signifying the "local" nature of the food at McDonald's in Moscow
- food sourced from a Russian company
- France: Called affectionately "McDo" loved by the younger generation (serve wine and crepes)
- McDonalds always has local dishes and customs incorporated into their menus wherever they are in the world.
LOCAVORISM: EATING LOCALLY
- In France, McDonalds was seen by many, especially in the older generations as a threat to French cuisine and their way of life.
- produced a gastro-anomie
- this led to the promotion of "authentic" french foods like Roquefort cheese, produced on a small-scale in one small town in France.
- carries deep cultural and national meanings, is emotionally satisfying- consumers sense of ethical, cultural, national and gastronomic identity.
- locavorism has taste "terroir" which is made evident in the traditional wines, cheeses, chocolates, and other gourmet foods of france which have strong providence ---associated with a very specific place.
- part of the nations patrimoine -citizens are expected to acquaint their taste buds with the local sensory experience of terroir -cultural significance of foods.
- 2001- McDonalds localized its french menus advertising "Une touche de region dans votre Hamburger" (a regional touch in your hamburger)- adding French sourced ingredients, bringing terrois into its burgers, just as they had done in Russia.
- Revitalization Movement - born from rapid change, which looks to the past as as source for creating a more satisfying present day existence.
- a reaction to reclaim cultural control from the problems associated with industrialized agricultural production and the environmental damage which accompanies it
- consumer mistrust of food and fears for food safety
- In Italy- McDonalds also spurred locavorism with e SLOW FOOD MOVEMENT. (Petrini)
- emphasis on the deep seated connection to foods of the family, home, and nation, to awaken to the new sensibility and willingness to try local foods while remaining cosmopolitan.
- manifesto directed against the "fast life" that fractures Italian customs even within their own homes- forcing us to ingest fast foods
- three principles of SFM
- GOOD
- CLEAN
- production that does not harm the environment
- FAIR
- accessible prices for consumers
- fair conditions and pay for workers/producers
- Aspects of SFM for Revitalization
- CONVIVIA
- TERRA MADRE and PRESIDIA
- global food communities and projects
- ARK OF TASTE
- ledger of endangered foods
ALL THESE EFFORTS FOCUS ON GASTROECOLOGY- the pleasurable eating of heritage foods to ensure their continuity
- reasserted the importance of rural communities
- asserted food sovereignty
- develop unique products that identify local foodscape
- establish the value of connection between place, people, their knowledge and skills, products, and cultural identity.
FAIR TRADE movement in the USA is similar, ut emphisiszes imported rather than locally produced products. Also in the US- 100 Mile Diet.
FARMERS MARKETS: LOCAL FOODS AND FACES
- a site for performance of locavorism with local and seasonal produce
- third place (livingroom) for informal social gatherings
- opposite of supermarket experience
- puts names and faces on farmers
- expensive- food as cultural capital
- often co-opted by agrobusiness and supermarkets
- supermarkets and brands now tell their sustainability stories and feature farmer's faces and names.
BREW AND SERVE: localizing a global beverage
- How do we make ingredients that cannot be grown in our part of the world ours?
- Coffee
- coffee shops and coffee have become ubiquitous all over the West although coffee and tea are products that cannot be grown in Western nations
- coffee shops as third spaces and potentially subversive spaces
- gained reputation as places where artists and creators hang out (more positive meaning)
- Growers have different meanings associated with coffee
- In Guatemala and Tanzania growers see coffee as a status crop served to guests, gifted, or the money used selling it gains them high status
- Coffee is no longer exotic or luxurious, but ordinary, and a necessary stimulant for some
- ethical dimensions
- virtuous globalization
- fair trade
- looking to support a distant "local" through consumption in the near local foodscape
HYBRID CONSUMPTION: LOCAL AND GLOBAL REALITIES
- Locavorism articulates a new vision for food production and consumption.
- based upon seasonal, local, sustainable foods which provide for people's livelihoods and communities without compromising the environment, and support animal welfare.
- "green issues"
- the environment and biodiversity
- "red issues"
- lives of producers and workers who produce for glogal retailers
- both green and red speak to the ethical dimensions of food choices, and the transformation of society through the actions of consumers
- brings global food issues into the choices of individual consumers, devolving responsibility downwards but potentially empowering them to bring about real change.
- this in itself is important meaning making
- ethical shopping and eating become an expression of moral principles in an increasingly secular society
- value is assigned through certification and labeling
- coopted by corporations again (like Starbucks) so that they can do "righteous signaling"- as socially responsible.
- Fair Trade makes consumer FEEL PART OF another local community half way around the world.
- distant producers are no longer anonymous partners, but compatriots in the moral battle for food soveriegnty and a healthy planet.