Contested Notions of Quality in a Buyer-Driven Commodity Cluster: The Case of Food and Wine in Canada

Abstract

In this paper, I examine how different notions of “quality” are used to shape the direction of a food and wine cluster. In particular, I explore the powerful role of the retailer–distributor in shaping that direction. The retailer–distributor can be either public or private, but ultimately plays a significant role in shaping the food and wine supply chain. “Alternative” quality-claiming retail and distribution venues have exploded in numbers recently (i.e. farmers markets, internet sellers, community supportive agriculture and direct tourist-inspired farm-gate sales). However, like Goodman (2004, Rural Europe redux? Reflections on alternative agro-food networks and paradigm change, Sociologia Ruralis, 44(1), pp. 3–16), I argue for a more modest estimation of their “paradigmatic potential” to shape the future “quality” direction of food and wine clusters in Canada—especially as the larger food and wine retail-distributors continue to dominate the food and wine supply system. That said, given the political and social tensions surrounding the public regulation of food, there is still room for the growth of more localized “quality”-based agro-food-wine clusters if policymakers deem them important to grow.

Notes

Gertler and Wolfe (2006) refer to flows of diasporas as “embodied knowledge.”

Viacom and the Kellog Company are currently being sued in Massachusetts by the Center for Science in the Public Interest, the Campaign for a commercial-free childhood and two parents who allege that the companies are harming children's health by marketing junk food. The plaintiffs allege the Companies are in violation of Massachuseets G.L. c. 93A (Certified No. 70042890000078409099).

The results reported in this paper are based on 116 detailed questionnaire interviews as well as additional follow-up interviews (Table 1). The detailed interviews lasted from one to three hours and in some cases included facility or retail tours. The discussions took place between late 2002 and June 2004 with wine and food producers, distributors, processors, and retailers; non-governmental organizations including wine and food security experts and consultants; restaurateurs and chefs; educational institutions; the media; and, municipal, provincial and federal government officials. Follow-up telephone interviews were also conducted by the author of this paper in 2005 and early 2006. The team's interest in the innovative dimensions of these sectors of the industry led us to ask a series of questions about the extent to which extra-firm relationships matter in helping firms become more innovative. The team also sought to better understand the relative importance of local, national, and global relationships and knowledge flows. In addition to the standard ISRN interviews, the Okanagan project undertook a network mapping exercise to clarify the extent and importance of network connections (Hickton & Padmore, 2005). The GTA project created a database of 1400 food processors, and conducted surveys with 348 of these processors to collect supplementary data (Blay-Palmer & Donald, 2006; Donald & Blay-Palmer, 2006).

Free Trade was a catalytic event for all three study cases. Immigrant flows have been essential to the renewal of the sectors as well.

The two primary grape-growing areas in Canada are both in relatively warm, sheltered, lakeshore locations.

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Organic consumption is expected to reach between 8% and 10% of food consumption in Canada over the next ten years, so there is still room for growth.