Relational work in an alternative food network: The fundamental role of shared meaning for organising markets differently

Abstract

This article studies the role of shared meaning for organising Alternative Food Networks (AFNs). Extant research shows that organisational elements, such as rules, and hybridisation of conventional and alternative modes of food provisioning are important for AFN organisation. Yet, they might both enable and hinder the aims of AFNs. Complementing this body of research, the article investigates how AFN participants work out the appropriate kind of organisation for realising ‘a promise of difference’. Introducing Zelizer's ‘relational work’, the article investigates how AFN participants foster a shared meaning of participating and thereby identify what practices are appropriate for its organisation. The analysis draws on extensive ethnographic materials from Swedish REKO‐rings (a direct marketing arrangement for local foods). The findings show how the REKO‐ring participants’ relational work negotiates and establishes shared meaning; what practices are appropriate and inappropriate for organising decent food provisioning. The study contributes to extant research by showing the fundamental role of shared (and discordant) meaning for the organisation of market‐based alternatives to the current food system.