The hybrid media of economy and moral: A Luhmannian perspective on value-based-food-chains

摘要

Value Based Food Chains (VBFC) differ throughout Europe but are often found to share the same problem of integrating and maintaining their values as the chain grows. In this paper, we analyse a number of VBFC that have succeeded in this manoeuvre. We argue that the success of these cases relies on the capability of the VBFC in question to combine both normative values and economic concerns equally, by allowing the two to become hybridised. The hybridisation, we argue, helps to secure the reproduction of the central normative values without reducing them to an ‘added value’ to pass from one actor to another. Theoretically, we build our approach on social systems theory together with the theory of essentially contested concepts. Empirically, we draw on a number of cases from the project ‘HealthyGrowth’.Highlights?Many alternative food networks are based on a reciprocal and symbiotic relationship of moral and economy.?In the process of mediating values an important feature has been the inclusion and mutual acceptance of responsibility towards the central values from all central agents.?Theoretically, social systems theory offers a promising approach to these issues and a new perspective in rural sociology.