Food capacity in alternative food markets: visceral encounters, bodily interactions and contagious magic

ABSTRACT

Taking inspiration from assemblage thinking and the vitality of matter, this study examines the negotiated, contested and nonlinear formation of highly marginalised and stigmatised alternative food market. The analysis of an ethnographic case study shows that tensions of disorder, abjection and dangerisation spark when components of an alternative food market assemblage misaligns with prevailing social norms, values and institutional arrangements. Although these tensions threaten the alternative food market assemblage, further analysis reveals the capacity of food to assuage these tensions and this occurred, in part; because food catalyses human engagement through visceral encounters, bodily interactions and contagious magic. To that end, the study sets a new agenda for alternative market research to consider the sensory, corporeal and magical capacity of matter to provoke in humans a new sensitivity to our wasteful practices, endangered planet, social inequalities and prejudices.

KEYWORDS:

• Homelessness
• materiality
• grassroots movement
• food provision
• vitality of matter
• anti-consumption

Acknowledgements

The author would like to thank her husband and children who spent numerous weekends at Food Share. A profound thanks and appreciation also goes to Food Share volunteers whose dedication, energy and participation in improving our community and reducing food waste are more than admirable.

Additional information

Notes on contributors

Helene Cherrier

Hélène Cherrier (PhD University of Arkansas) is associate professor of marketing. Hélène’s research focuses on bringing about a more sustainable and just society. Her current work considers waste value, social and environmental activism, anti-consumption, and materiality. The approaches follow traditions of work in consumer culture theory and material culture studies and involve qualitative inquiries.