Cultivating Market Relations – Diversification in the Danish Organic Production Sector Following Market Expansion. Issue 3 (3rd July 2015) - Thorsøe, Martin
Abstract: Understanding how the market influences the development of organic food networks is relevant as the consumption of organics grows in many parts of the world. This article investigates how market relations influence the decision‐making of farmers. We explore the different strategies employed by organic farmers for building trust, ensuring consistency in food quality and at the farm level. By analysing 14 qualitative interviews conducted with Danish organic farmers we identify four market agencements – assemblages of actors endowed with agency. The four agencements are: (1) A standardising market agencement, (2) a personalising market agencement, (3) a specialising market agencement and (4) an aestheticising market agencement. Each of the four market agencements supports a different approach to producing and selling organics. Hence, the Danish organic market is diversified in terms of the qualities that are transferred, the relations of trust underpinning the market, and the production strategies of the farmers. Moreover, developments in the market have enabled some producers to develop large‐scale organic production, while enabling other farmers to develop niches emphasising new product qualities and consumer relations. Consequently, we argue that organic farmers do not only produce goods for pre‐existing, predefined markets, but that they also cultivate new market relations.