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首页> 外文期刊>Agriculture and Human Values >Agricultural commodity branding in the rise and decline of the US food regime: from product to place-based branding in the global cotton trade, 1955-2012
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Agricultural commodity branding in the rise and decline of the US food regime: from product to place-based branding in the global cotton trade, 1955-2012

机译：美国食品体系兴衰中的农产品品牌：从产品到基于品牌的全球棉花贸易，1955-2012年

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Recent scholarship has focused on the tensions, contradictions, and limits of place-based branding through labels of origin, place-named agricultural products, and geographical indications. Existing literature demonstrates that even well-intentioned efforts to use place-based branding to protect the livelihoods and cultural and ecological practices of small producers are often undermined by transnational firms, states, and local elites who attempt to capture the benefits of these marketing strategies. Yet, little attention has been given to the implications of place-based branding for competition among geographically dispersed agricultural producers. While place-based branding can be used for emancipatory ends, it can also be used strategically by agricultural producers to expand their market share at the expense of others. To explore these dynamics, I trace an alternative history of place-based branding that begins not in the potentially emancipatory politics of protecting terroir but rather in the tensions and contradictions characterizing the rise and decline of the US food regime. Drawing on a cross-time comparison of branding strategies within the global cotton trade, I make two key arguments. First, I argue that US producers and the US state forged the use of different types of branding strategies (product vs. place-based) in response to the distinct tensions and contradictions characterized by the rise and decline of the US food regime. Second, these distinct branding strategies organized competition among geographically dispersed cotton producers in different ways.
机译：最近的奖学金通过产地标签，地名农产品和地理标志，着重研究了地名品牌的紧张，矛盾和局限性。现有文献表明，即使是精心策划的使用基于位置的品牌保护小生产者的生计以及文化和生态实践的努力，也往往受到试图从这些营销策略中获益的跨国公司，州和地方精英的破坏。然而，很少有人关注基于位置的品牌对地理上分散的农业生产者之间竞争的影响。虽然基于地点的品牌可以用于解放目的，但也可以被农业生产者用于战略性地扩大其市场份额，而以牺牲他人为代价。为了探究这些动态，我追溯了基于地名品牌的替代历史，它始于保护风土的潜在解放政治，而始于表征美国食品体系兴衰的紧张局势和矛盾。通过对全球棉花贸易中品牌战略的跨时间比较，我提出了两个关键论点。首先，我认为，美国生产者和美国政府伪造了不同类型的品牌战略（产品或地方品牌），以应对以美国食品制度的兴衰为特征的明显的紧张和矛盾。其次，这些独特的品牌战略以不同的方式组织了地理位置分散的棉花生产商之间的竞争。

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