Feeding the Planet or Feeding Us a Line? Agribusiness, ‘Grainwashing’ and Hunger in the World Food System
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Published
Dec 4, 2013
Stephen J. Scanlan
Abstract
In this article I examine hunger in the world food system in light of agribusiness corporate environmental communications. Using data gleaned from advertisements and websites, I examine the messages of companies such as Archer Daniels Midland, Cargill, and Monsanto, among others, selling their contributions toward sustainability and alleviating hunger through biotechnology and globalization. In analysing these I contrast claims of corporate social responsibility with what I call ‘grainwashing’, which misleads the public. This analysis is important to an ever-evolving sociology of agriculture and food in which structural challenges, conflict, power, and inequality determine hunger in a system in which people lack food sovereignty or food justice. It connects the study of agribusiness and hunger to environmental sociology and theoretical considerations such as treadmill of production and ecological modernization ideas explaining corporate environmental communication and practices.
?How to Cite
J. Scanlan, S. . (2013) “Feeding the Planet or Feeding Us a Line? Agribusiness, ‘Grainwashing’ and Hunger in the World Food System ”, The International Journal of Sociology of Agriculture and Food. Paris, France, 20(3), pp. 357–382. doi: 10.48416/ijsaf.v20i3.169.
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References
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Beder, s. (2006a) Environmental Principles and Polices: An Interdisciplinary Introduction. Sydney: University of New South Wales Press.
Beder, s. (2006b) Free Market Missionaries: The Corporate Manipulation of Community Values. New York:Routledge.
Bello, W. (2009) The Food Wars. London: Verso Books.
Bennett, J. (1986) The Hunger Machine. Cambridge: Polity.
Bieri, F. and Boli, J. (2011) Trading diamonds responsibly: institutional explanations for corporate social responsibility, Sociological Forum, 26, pp. 501–526.
Borras, s.M., Jr., McMichael, p. and Scoones, i. (2010) The politics of biofuels, land, and agrarian change: editors’ introduction, Journal of Peasant Studies, 37, pp. 575–592.
Borras, s.M., Jr., hAll, r. Scoones, i. White, B. and WolForD, W. (2011) Towards a better understanding of global land grabbing: an editorial introduction, Journal of Peasant Studies, 38(2), pp. 209–216.
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Bunge (2013) Setting a Global Table. Published online, accessed 29 May 2013.
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Buttel, F. (2005) The environmental and post-environmental politics of genetically modified crops and foods, Environmental Politics, 14, pp. 309–323.
Calvert, s.l. (2008) Children as consumers: advertising and marketing, Future of Children, 18, pp. 205–234.
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D?browska, P. (2007) Civil society involvement in the EU regulations on GMOs: from the design of a participatory garden to growing trees of European public debate, Journal of Civil Society, 3, pp. 287–304.
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Eichenwald, k. (2001) The Informant. New York: Broadway.
Elkington, J. (1997) Cannibals with Forks: The Triple Bottom Line of 21st Century Business. Chichester: Capstone Publishing.
Entine, J. (1996) Let them eat Brazil nuts: the ‘rainforest harvest’ and other myths of green marketing,Dollars and Sense, 216, pp. 30–35.
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Fao (Food And Agriculture organization oF the United nations) (2012) The State of Food Insecurity in the World 2012. Published online, accessed 14 May 2013.
Feller, W.v. (2004) Blue skies, green industry: corporate environmental reports as Utopian narratives, in:s.l. senecah (ed.) The Environmental Communication Yearbook. Mahwah, NJ: Lawrence Erlbaum Associates, pp. 57–76.
Foster, J.B. (2000) Marx’s Ecology: Materialism and Nature. New York: Monthly Review.
Foster, J.B., Clark, B. and york, r. (2010) The Ecological Rift: Capitalism’s War on the Earth. New York:Monthly Review.
Frankental, p. (2001) Corporate social responsibility: a PR invention?, Corporate Communications, 6, pp.18–23.
French, h. (2000) Vanishing Borders: Protecting the Planet in the Age of Globalization. New York: W.W. Norton.
Friedland, W.h. (2004) Agrifood globalization and commodity systems, International Journal of Sociology of Agriculture and Food, 12, pp. 5–16.
Friedmann, h. (1993) The political economy of food, New Left Review, 197, pp. 29–37.
Friedmann, h. (2005) From colonialism to green capitalism: social movements and emergence of food regimes, in: F. Buttel and p. McMichael (eds) New Directions in the Sociology of Global Development.Oxford: Elsevier, pp. 227–264.
Friedmann, h. and McMichael, p. (1989) Agriculture and the state system: the rise and decline of national agricultures, 1870 to the present, Sociologia Ruralis, 29(2), pp. 93–117.
Frith, k., cheng, h., shAW, p. and Toland, k. (2004) Race and beauty: a comparison of Asian and Western models in women’s magazine advertisements, Sex Roles, 50, pp. 53–61.
George, s. (1989) How the Other Half Dies. Lanham, MD: Rowman and Littlefield.
Glover, D. (2010) The corporate shaping of GM crops as a technology for the poor, Journal of Peasant Studies, 37, pp. 67–90.
Goffman, e. (1959) The Presentation of Self in Everyday Life. Garden City, NY: Doubleday.
Goffman, e. (1979) Gender Advertisements. Cambridge, MA: Harvard University Press.
Gottlieb, r. and Joshi, A. (2010) Food Justice. Boston, MA: MIT Press.
Gould, k.A., Pellow, D.n. and schnaiberg, A. (2004) Interrogating the treadmill of production: everything you wanted to know about the treadmill but were afraid to ask, Organization and Environment, 17, pp.296–316.
Grain (2010) The new farm owners: corporate investors and the control of overseas farmland, in: F. Magdoff and B. Tokar (eds) Agriculture and Food in Crisis. New York: Monthly Review Press, pp. 139–154.
Grant, J. (2008) The Green Marketing Manifesto. Hoboken, NJ: Wiley.
Greer, J. and Bruno, k. (1996) Greenwash: The Reality behind Corporate Environmentalism. Penang: Third World Network.
Grillo, n., tokArczyk, J. and Hansen, e. (2008) Green advertising developments in the U.S. forest sector: a follow-up, Forest Products Journal, 58, pp. 40–46.
Gronski, r. and Glenna, l. (2009) World trade, farm policy and agribusiness accountability: the role of
reflexive modernization in constructing a democratic food system, Southern Rural Sociology, 24(2), pp.
130–148.
HArper, c.l. and le BeAu, B.F. (2003) Food, Society, and Environment. Upper Saddle River, NJ: Prentice Hall.
Hauter, W. (2012) Foodopoly: The Battle over the Future of Food and Farming in America. New York: NewPress.
Hawken, p., Lovins, A. and Lovins, A.h. (1999) Natural Capitalism: Creating the Next Industrial Revolution.Boston: Little, Brown.
helvArg, D. (1996) The big green spin machine, Amicus Journal, 18, pp. 13–21.
henke, r. and zAppAcostA, M. (1996) Sustainable development and agriculture in the third world, Interna-
tional Journal of Sociology of Agriculture of Food, 5, pp. 7–38.
hussAin, s.s. (1999) The ethics of ‘going green’: the corporate social responsibility debate, Business Strategy
and the Environment, 8, pp. 203–210.
JAnsen, k. and guptA, A. (2009) Anticipating the future: ‘biotechnology for the poor’ as unrealized prom-
ise?, Futures, 41, pp. 436–445.
JArosz, l. (2009) The political economy of global governance and the world food crisis, Review, 32, pp.
37–60.
Jenkins, h. (2004) Corporate social responsibility and the mining industry: conflicts and constructs, Corpo-
rate Social Responsibility and Environmental Management, 11, pp. 23–34.
JerMier, J. M., ForBes, l. c., Benn, s. and orsAto, r.J. (2006) The new corporate environmentalism and
green politics, in: s. clegg, c. hArDy, t. lAWrence and W.r. norD (eds) The Sage Handbook of Organiza-
tion Studies. London: Sage Publications, pp. 618–650.
Johnson, B.r. connolly, e. and cArter, t.s. (2011) Corporate social responsibility: the role of Fortune 100
companies in domestic and international natural disasters, Corporate Social Responsibility and Environ-
mental Management, 18, pp. 352–369.
kArliner, J. (1997) The Corporate Planet. San Francisco, CA: Sierra Club.
kArnA, J., heikki, J., virBi, A. and hAnsen, e. (2001) Green advertising, greenwash, or a true reflection of
marketing strategies?, Greener Management International, 33, pp. 59–70.
krieg, e. (2008) The Greenwashing of America, Contexts, 7, pp. 58–59.
lAcy, W.B. (2000) Empowering communities through public work, science, and local food systems: revis-
iting democracy and globalization, Rural Sociology, 65, pp. 3–26,
lAuFer, W.s. (2003) Social accountability and corporate greenwashing, Journal of Business Ethics, 43, pp.
253–261.
lin, l.-W. (2010) Corporate social responsibility in China: window dressing or structural change?, Berkeley
Journal of International Law, 28, pp. 64–100.
luBitoW, A. and DAvis, M. (2011) Pastel injustice: the corporate use of pinkwashing for profit, Environmen-
tal Justice, 4, pp. 139–144.
lyon, t.p. and MAxWell, J.W. (2008) Corporate social responsibility and the environment: a theoretical
perspective, Review of Environmental Economics and Policy, 2, pp. 240–260.
MADeley, J. (2000) Hungry for Trade: How the Poor Pay for Free Trade. London: Zed Books.
MAgDoFF, F. (2008) The world food crisis: sources and solutions, Monthly Review, 60, published online
, accessed 15
July 2011.
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Press.
Alkon, A.h. and AgyeMAn, J. (2011) Cultivating Food Justice. Cambridge, MA: MIT Press.
Athanasiou, t. (1996) The age of greenwashing, Capitalism, Nature, Socialism, 7, pp. 1–36.
Banerjee, s., gulAs, c. and Iyer, e. (1995) Shades of green: a multidimensinoal analysis of environmental advertising, Journal of Advertising, 24, pp. 21–31.
Beder, s. (2002a) Environmentalists help manage corporate reputation: changing perceptions not behavior, Ecopolitics: Thought and Action, 1, pp. 60–72.
Beder, s. (2002b) Global Spin: The Corporate Assault on Environmentalism. White River Junction, VT: Chelsea Green.
Beder, s. (2006a) Environmental Principles and Polices: An Interdisciplinary Introduction. Sydney: University of New South Wales Press.
Beder, s. (2006b) Free Market Missionaries: The Corporate Manipulation of Community Values. New York:Routledge.
Bello, W. (2009) The Food Wars. London: Verso Books.
Bennett, J. (1986) The Hunger Machine. Cambridge: Polity.
Bieri, F. and Boli, J. (2011) Trading diamonds responsibly: institutional explanations for corporate social responsibility, Sociological Forum, 26, pp. 501–526.
Borras, s.M., Jr., McMichael, p. and Scoones, i. (2010) The politics of biofuels, land, and agrarian change: editors’ introduction, Journal of Peasant Studies, 37, pp. 575–592.
Borras, s.M., Jr., hAll, r. Scoones, i. White, B. and WolForD, W. (2011) Towards a better understanding of global land grabbing: an editorial introduction, Journal of Peasant Studies, 38(2), pp. 209–216.
Brown, l.r. (2006) Starving the people to feed the cars, Washington Post, published online
BroWn, l.r. (2009) Plan B 4.0: Mobilizing to Save Civilization. New York: W.W. Norton.
Bruno, k. (1998) Monsanto’s failing PR strategy, Ecologist, 28, pp. 287–293.
Büchner, l.M. (2012) Corporate social responsibility and sustainability from a global, European and corporate perspective: corporate social responsibility and sustainable governance, Eurolimes, 13, pp. 41–55.
Bunge (2013) Setting a Global Table. Published online
Buttel, F. (2000) Ending hunger in developing countries, Contemporary Sociology, 29, pp. 13–26.
Buttel, F. (2005) The environmental and post-environmental politics of genetically modified crops and foods, Environmental Politics, 14, pp. 309–323.
Calvert, s.l. (2008) Children as consumers: advertising and marketing, Future of Children, 18, pp. 205–234.
Campbell, h. (2009) Breaking new ground in food regime theory: corporate environmentalism, ecological feedbacks and the ‘food from somewhere’ regime?, Agriculture and Human Values, 26(4), pp. 309–319.
Cargill (2008) 2007 Corporate Citizenship Review: Finding the Right Balance. Published online
Cargill (2010) Corporate Responsibility. Published online
Cargill (2011) Working to Feed the World: 2011 Cargill Annual Report. Published online
Cargill (2013) Biofuels: North America. Published online
center For responsive politics (2013) Lobbying: Agribusiness. Published online
Cheru, F. and Modi, r. (eds) (2013) Agricultural Development and Food Security in Africa: The Impact of Chinese, Indian, and Brazilian Investment. London: Zed Books.
Clapp, J. and Cohen, M.J. (eds) (2009) The Global Food Crisis. Waterloo, ON: Centre for International Governance Innovation.
Clapp, J. and Fuchs, D. (eds) (2009) Corporate Power in Global Agrifood Governance. Cambridge, MA: MIT Press.
Cook, g. (2004) Genetically Modified Language: The Discourse of Arguments for GM Crops and Food. New York: Routledge.
Corbett, J.B. (2002) A faint green sell: advertising and the natural world, in: M. Meister and p.M. JApp (eds) Enviropop: Studies in Environmental Rhetoric and Popular Culture. Westport, CT: Praeger, pp. 141–160. corpWAtch (2001) Greenwash Fact Sheet. Published online
Cox, r. (2006) Environmental Communication and the Public Sphere. Thousand Oaks, CA: Sage Publications.
Crane, A., MAtten, D. and Moon, J. (2008) Ecological citizenship and the corporation: politicizing the new corporate environmentalism, Organization and Environment, 21(4), pp. 371–389.
D?browska, P. (2007) Civil society involvement in the EU regulations on GMOs: from the design of a participatory garden to growing trees of European public debate, Journal of Civil Society, 3, pp. 287–304.
Dahlsrud, A. (2008) How corporate social responsibility is defined: an analysis of 37 definitions, Corporate Social Responsibility and Environmental Management, 15, pp. 1–13.
Derber, c. (2010) Greed to Green: Solving Climate Change and Remaking the Economy. Boulder, CO: Paradigm.
Derose, l., Messer, e. and Millman, s. (eds) (1998) Who’s Hungry? And How Do We Know? New York: U.N.University.
Dinan, W. and Miller, D. (2007a) A Century of Spin: How Public Relations Became the Cutting Edge of Corporate Power. London: Pluto Press.
Dinan, W. and Miller, D. (eds) (2007b) Thinker, Faker, Spinner, Spy. London: Pluto Press.
Doyle, J. (1992) Hold the applause: a case study of corporate: environmentalism, Ecologist, 22, pp. 84–90. Dupont (2008) Fact Sheet: DuPont Biofuels. Published online
Dupont (2011) Welcome to DuPont Biotechnology. Published online
Edoho, F.M. (2008) Oil transnational corporations: corporate social responsibility and environmental sustainability, Corporate Social Responsibility and Environmental Management, 15, pp. 210–222.
Ehrlich, p.r., Ehrlich, A.h. and DAily, g.c. (1993) Food security, population, and environment, Population and Development Review, 19, pp. 1–32.
Eichenwald, k. (2001) The Informant. New York: Broadway.
Elkington, J. (1997) Cannibals with Forks: The Triple Bottom Line of 21st Century Business. Chichester: Capstone Publishing.
Entine, J. (1996) Let them eat Brazil nuts: the ‘rainforest harvest’ and other myths of green marketing,Dollars and Sense, 216, pp. 30–35.
Esty, D. and Winston, A. (2009) Green to Gold. Hoboken, NJ: Wiley.
Fao (Food And Agriculture organization oF the United nations) (2012) The State of Food Insecurity in the World 2012. Published online
Feller, W.v. (2004) Blue skies, green industry: corporate environmental reports as Utopian narratives, in:s.l. senecah (ed.) The Environmental Communication Yearbook. Mahwah, NJ: Lawrence Erlbaum Associates, pp. 57–76.
Foster, J.B. (2000) Marx’s Ecology: Materialism and Nature. New York: Monthly Review.
Foster, J.B., Clark, B. and york, r. (2010) The Ecological Rift: Capitalism’s War on the Earth. New York:Monthly Review.
Frankental, p. (2001) Corporate social responsibility: a PR invention?, Corporate Communications, 6, pp.18–23.
French, h. (2000) Vanishing Borders: Protecting the Planet in the Age of Globalization. New York: W.W. Norton.
Friedland, W.h. (2004) Agrifood globalization and commodity systems, International Journal of Sociology of Agriculture and Food, 12, pp. 5–16.
Friedmann, h. (1993) The political economy of food, New Left Review, 197, pp. 29–37.
Friedmann, h. (2005) From colonialism to green capitalism: social movements and emergence of food regimes, in: F. Buttel and p. McMichael (eds) New Directions in the Sociology of Global Development.Oxford: Elsevier, pp. 227–264.
Friedmann, h. and McMichael, p. (1989) Agriculture and the state system: the rise and decline of national agricultures, 1870 to the present, Sociologia Ruralis, 29(2), pp. 93–117.
Frith, k., cheng, h., shAW, p. and Toland, k. (2004) Race and beauty: a comparison of Asian and Western models in women’s magazine advertisements, Sex Roles, 50, pp. 53–61.
George, s. (1989) How the Other Half Dies. Lanham, MD: Rowman and Littlefield.
Glover, D. (2010) The corporate shaping of GM crops as a technology for the poor, Journal of Peasant Studies, 37, pp. 67–90.
Goffman, e. (1959) The Presentation of Self in Everyday Life. Garden City, NY: Doubleday.
Goffman, e. (1979) Gender Advertisements. Cambridge, MA: Harvard University Press.
Gottlieb, r. and Joshi, A. (2010) Food Justice. Boston, MA: MIT Press.
Gould, k.A., Pellow, D.n. and schnaiberg, A. (2004) Interrogating the treadmill of production: everything you wanted to know about the treadmill but were afraid to ask, Organization and Environment, 17, pp.296–316.
Grain (2010) The new farm owners: corporate investors and the control of overseas farmland, in: F. Magdoff and B. Tokar (eds) Agriculture and Food in Crisis. New York: Monthly Review Press, pp. 139–154.
Grant, J. (2008) The Green Marketing Manifesto. Hoboken, NJ: Wiley.
Greer, J. and Bruno, k. (1996) Greenwash: The Reality behind Corporate Environmentalism. Penang: Third World Network.
Grillo, n., tokArczyk, J. and Hansen, e. (2008) Green advertising developments in the U.S. forest sector: a follow-up, Forest Products Journal, 58, pp. 40–46.
Gronski, r. and Glenna, l. (2009) World trade, farm policy and agribusiness accountability: the role of
reflexive modernization in constructing a democratic food system, Southern Rural Sociology, 24(2), pp.
130–148.
HArper, c.l. and le BeAu, B.F. (2003) Food, Society, and Environment. Upper Saddle River, NJ: Prentice Hall.
Hauter, W. (2012) Foodopoly: The Battle over the Future of Food and Farming in America. New York: NewPress.
Hawken, p., Lovins, A. and Lovins, A.h. (1999) Natural Capitalism: Creating the Next Industrial Revolution.Boston: Little, Brown.
helvArg, D. (1996) The big green spin machine, Amicus Journal, 18, pp. 13–21.
henke, r. and zAppAcostA, M. (1996) Sustainable development and agriculture in the third world, Interna-
tional Journal of Sociology of Agriculture of Food, 5, pp. 7–38.
hussAin, s.s. (1999) The ethics of ‘going green’: the corporate social responsibility debate, Business Strategy
and the Environment, 8, pp. 203–210.
JAnsen, k. and guptA, A. (2009) Anticipating the future: ‘biotechnology for the poor’ as unrealized prom-
ise?, Futures, 41, pp. 436–445.
JArosz, l. (2009) The political economy of global governance and the world food crisis, Review, 32, pp.
37–60.
Jenkins, h. (2004) Corporate social responsibility and the mining industry: conflicts and constructs, Corpo-
rate Social Responsibility and Environmental Management, 11, pp. 23–34.
JerMier, J. M., ForBes, l. c., Benn, s. and orsAto, r.J. (2006) The new corporate environmentalism and
green politics, in: s. clegg, c. hArDy, t. lAWrence and W.r. norD (eds) The Sage Handbook of Organiza-
tion Studies. London: Sage Publications, pp. 618–650.
Johnson, B.r. connolly, e. and cArter, t.s. (2011) Corporate social responsibility: the role of Fortune 100
companies in domestic and international natural disasters, Corporate Social Responsibility and Environ-
mental Management, 18, pp. 352–369.
kArliner, J. (1997) The Corporate Planet. San Francisco, CA: Sierra Club.
kArnA, J., heikki, J., virBi, A. and hAnsen, e. (2001) Green advertising, greenwash, or a true reflection of
marketing strategies?, Greener Management International, 33, pp. 59–70.
krieg, e. (2008) The Greenwashing of America, Contexts, 7, pp. 58–59.
lAcy, W.B. (2000) Empowering communities through public work, science, and local food systems: revis-
iting democracy and globalization, Rural Sociology, 65, pp. 3–26,
lAuFer, W.s. (2003) Social accountability and corporate greenwashing, Journal of Business Ethics, 43, pp.
253–261.
lin, l.-W. (2010) Corporate social responsibility in China: window dressing or structural change?, Berkeley
Journal of International Law, 28, pp. 64–100.
luBitoW, A. and DAvis, M. (2011) Pastel injustice: the corporate use of pinkwashing for profit, Environmen-
tal Justice, 4, pp. 139–144.
lyon, t.p. and MAxWell, J.W. (2008) Corporate social responsibility and the environment: a theoretical
perspective, Review of Environmental Economics and Policy, 2, pp. 240–260.
MADeley, J. (2000) Hungry for Trade: How the Poor Pay for Free Trade. London: Zed Books.
MAgDoFF, F. (2008) The world food crisis: sources and solutions, Monthly Review, 60, published online
July 2011.
MAgDoFF, F. and tokAr, B. (eds) (2010) Agriculture and Food in Crisis. New York: Monthly Review Press. MAgDoFF, F., Foster, J.B. and Buttel, F. (eds) (2000) Hungry for Profit. New York: Monthly Review Press. Manning, r. (2004) The oil we eat: following the food chain back to Iraq, Harper’s Magazine, 308, pp. 37–46. MAnning, r. (2005) Against the Grain: How Agriculture Has Hijacked Civilization. New York: North Point
Press.
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