Australians' organic food beliefs, demographics and values

Purpose – To examine consumers' beliefs about organic foods and their relationship with socio-demographics and self-transcendence (universal, benevolence) personal values.

Design/methodology/approach – A random questionnaire-based mail survey of 500 Australian (Victorian) adults (58 per cent response) was used. The questionnaire included items on organic food beliefs, the importance of self-transcendence values as guiding principles in life, and socio-demographics. Statistical analyses included cross-tabulations of organic food beliefs by socio-demographics and multiple regression analyses of positive organic food beliefs with personal value and socio-demographic items as the independent variables.

Findings – The majority of participants believed organic food to be healthier, tastier and better for the environment than conventional food. However, expense and lack of availability were strong barriers to the purchasing of organic foods. Generally, women were more positive about organic food than men (e.g. women were more likely to agree that organic food has more vitamins/minerals than conventional food). The personal value factor related to nature, environment and equality was the dominant predictor of positive organic food beliefs, followed by sex. These predictors accounted for 11 per cent of the variance.

Research limitations/implications – A survey response bias needs to be taken into account. However, the response rate was adequate for reporting and differences in age and education between participants and the Victorian population were taken into account in data presentation. Future understanding of consumers' use of organic foods will require the inclusion of a fairly extensive set of potential influences.

Practical implications – Communication appeals based on psychographics may be a more effective way to alter consumers' beliefs about organic foods than those based on demographic segmentation.

Originality/value – To the best of one's knowledge, this is the first study to examine the relationship between personal values, socio-demographics and organic food beliefs in a random population sample. This study is relevant to producers, processors and retailers of organic food and those involved with food and agricultural policy.

Food, health, the environment and consumers' dietary choices

The aim of this paper is to examine some of the issues that surround food and the environment, particularly conventional and organic agriculture and food distribution, and to look at some of the health implications. It is argued that the links between food, health and the environment are strong. Consumers have the power to have an impact positively or negatively on the environment via their dietary choices. By providing information and advice about the environmental as well as the health impact of food choices, health and nutrition professionals could increase consumers' awareness of such issues.

Environmentally sustainable food production and marketing : opportunity or hype?

Purpose: Identify and analyse the beliefs of value-chain intermediaries regarding the production and marketing of food products conforming to environmentally sustainable standards.

Methodology: In-depth, semi-structured, face-to-face interviews with senior managers of food companies across the value chain.

Findings: In Australia, the demand for foods that are produced under environmentally sustainable standards has been slow to take-off because (a) customers do not perceive these products as offering any special benefits (b) customers distrust the claims made by organisations (c) these products are much more expensive than traditional products, and (d) the implementation of environmental standards is expensive. Customers claim that the use of different terminologies such as organic, green and environmentally friendly in promoting
food products is confusing.

Research Limitations: Findings are not generalisable because the study is based on a small sample.

Practical Implications: Value-chain intermediaries are unlikely to voluntarily adopt environmental standards because of low demand for such foods and the high costs of adopting and monitoring environmentally sustainable production and marketing regimes.

Limitations of market driven sustainability : the case of environmental management systems for food production in Australia

Environmental Management Systems (EMSs) address environmental risks in supply chains and certification of environmental claims. Governments supporting EMSs have encouraged producers to respond to anticipated consumer environmental concerns. Attempts at implementing EMSs have rarely been in direct response to market demand but are usually farmer organisation driven – to forestall increased regulation. In Australia, consumer demand for foods produced to environmentally sustainable standards is minimal because consumers don’t believe these products offer special benefits. EMS implementation is expensive and onerous; and the products require a market premium. Food consumers have difficulty differentiating the terms organic, environmentally-friendly, and sustainably-produced in food labelling.

Photodegradation, interaction with iron oxides and bioavailability of dissolved organic matter from forested floodplain sources

Photochemical degradation of dissolved organic matter (DOM) can influence food webs by altering the availability of carbon to microbial communities, and may be particularly important following periods of high DOM input (e.g. flooding of forested floodplains). Iron oxides can facilitate these reactions, but their influence on subsequent organic products is poorly understood. Degradation experiments with billabong (= oxbow lake) water and river red gum (Eucalyptus camaldulensis) leaf leachate were conducted to assess the importance of these reactions in floodplain systems. Photochemical degradation of DOM in sunlight-irradiated quartz tubes (with and without amorphous iron oxide) was studied using gas chromatography and UV-visible spectroscopy. Photochemical reactions generated gaseous products and small organic acids. Bioavailability of billabong DOM increased following irradiation, whereas that of leaf leachate was not significantly altered. Fluorescence excitation-emission spectra suggested that the humic component of billabong organic matter was particularly susceptible to degradation, and the source of DOM influenced the changes observed. The addition of amorphous iron oxide increased rates of photochemical degradation of leachate and billabong DOM. The importance of photochemical reactions to aquatic systems will depend on the source of the DOM and its starting bioavailability, whereas inputs of freshly formed iron oxides will accelerate the processes.

Terrestrial detritus supports the food webs in lowland intermittent streams of south-eastern Australia : a stable isotope study

1. Large amounts of terrestrial detritus enter many low-order forested streams, and this organic
material is often the major basal resource in the metazoan food webs of such systems. However,
despite their apparently low biomass, algae are the dominant food of organisms in a number of
aquatic communities which conventionally would have been presumed to be dependent on
allochthonous detritus, particularly those in the tropics and also in lowland intermittent streams
in arid Australia.
2. The dual stable isotope signatures (d13C and d15N) of potential primary food sources were
compared with the isotopic signatures of common aquatic animals in lowland intermittent
streams in south-eastern Australia, in both spring and summer, to determine whether
allochthonous detritus was an important nutritional resource in these systems. The isotopic
signatures of the major potential allochthonous plant food sources (Eucalyptus, Phalaris and
Juncus) overlapped, but were distinct from algae and the dominant macrophytes growing in the
study reaches. The isotopic signatures of biofilm were more spatially and temporally variable
than those of the other basal resources.
3. Despite allochthonous detritus having relatively high C : N ratios compared to other
potential basal resources, results from ISOSOURCE mixing model calculations demonstrated
that this detritus, and the associated biofilm, were the major energy sources assimilated by
macroinvertebrate primary consumers in both spring and summer. The importance of these
energy sources was also reflected in animals higher in the food web, including predatory
macroinvertebrates and fish. These resources were supplemented by autochthonous sources of
higher nutritional value (i.e. filamentous algae and macrophytes, which had relatively low
C : N ratios) when they became more prolific as the streams dried to disconnected pools in
summer.
4. The results highlight the importance of allochthonous detritus (particularly from Eucalyptus)
as a dependable energy source for benthic macroinvertebrates and fish in lowland intermittent
streams of south-eastern Australia. This contrasts with previous stable isotope studies
conducted in lowland intermittent streams in arid Australia, which have reported that the fauna
are primarily dependent on autochthonous algae.

Australian consumers' food-related environmental beliefs and behaviours

The aim of this study was to examine Australians’ food-related environmental beliefs and behaviours. Questionnaires were posted to 500 randomly selected adults, with 223 questionnaires completed (58% response rate). Decreased use of packaging by food manufacturers was viewed as being the most important item to help the environment, while lower meat consumption was seen as least likely to help. Composting food scraps and purchase or consumption of locally produced foods were the most commonly performed food-related environmental behaviours, while use of organic products was the least commonly performed. Moderate consistency (r_s=0.54) was found between reported beliefs and behaviours. Older people were more likely to perform certain food-related environmental behaviours, such as composting. Awareness of the impact on the environment of meat production, organic compared to conventional farming, and food packaging was low even among those who were found to already believe that food-related actions are important to help the environment, suggesting widespread consciousness raising is needed.

Food, passion and marginalised young people : technologies of the self in Jamie's kitchen

A passion for food that is understood in certain ways – slow, organic, not industrialised – plays a central role in the drama of the successful and popular Jamie’s Kitchen (2002) and Jamie’s Kitchen Australia (2006). Large parts of the drama in these shows revolve around an apparent lack of passion that is displayed by the marginalised, unemployed young people that are the central characters in this story. In this paper I examine the ways in which these accounts of food, passion, and the training of marginalised young people expose some of the challenges and opportunities faced by marginalised young people as they seek to transition into the uncertain and risky labour markets of 21st century capitalism. I argue that Michel Foucault’s (1988) concept of technologies of the self enables us to understand passion, and its particular manifestations in Jamie’s Kitchen, and in the training of marginalised young people, as a powerful technology of self transformation. The drama of Jamie’s Kitchen suggests that as a technology of the self passion for food promises to provide precarious, possibly temporary, forms of salvation, meaning and purpose for the young people engaged in the Fifteen Foundation’s social enterprise transitional labour market program.

Importance of terrestrial subsidies for estuarine food webs in contrasting east African catchments

Little is known on the degree to which terrestrial organic matter delivered to tropical estuaries contributes to estuarine consumers. Here, stable isotope analysis is used to constrain this contribution for contrasting east African estuaries whose catchments differ in relative C3/C4 vegetation cover. As these two types of vegetation differ strongly in δ13C, we anticipated that terrestrial subsidies would be reflected in a gradient in estuarine consumer δ13C values, following the relative importance of C3 (characterised by low δ13C) vs. C4 (characterised by high δ13C) cover. Five estuaries were sampled for aquatic biogeochemical parameters, primary producers and consumers of different trophic ecologies: the Zambezi (catchment with a C3/C4 cover of 61/39%) in Mozambique, the Tana in Kenya (36/64%) and the Betsiboka (42/58%), Rianila (85/15%) and Canal des Pangalanes (C3-dominated) in Madagascar. Sampling was done before and after the 2010/2011 wet season. There were positive relationships between the proportion of C4 cover in the catchment and turbidity, δ13CDIC, δ13CDOC, δ13CPOC and δ15NPN. There were also significant positive relationships between δ13CPOC and consumer δ13C and between δ15NPN and consumer δ15N for all consumer trophic guilds, confirming the incorporation of organic material transported from the catchments by estuarine consumers, and implying that this material is transported up to high trophic level fish. Bayesian mixing models confirmed that C4 material was the most important source for the highly turbid, C4-dominated estuaries, contributing up to 61–91% (95% CI) to phytodetritivorous fish in the Betsiboka, whereas for the less turbid C3-dominated estuaries terrestrial subsidies were not as important and consumers relied on a combination of terrestrial and aquatic sources. This shows that the ecology of the overall catchment affects the estuaries at the most basic, energetic level, and activities that alter the turbidity and productivity of rivers and estuaries can affect food webs well beyond the area of impact.

Utilization of organic matter by invertebrates along an estuarine gradient in an intermittently open estuary

In intermittently open estuaries, the sources of organic matter sustaining benthic invertebrates are likely to vary seasonally, particularly between periods of connection and disconnection with the ocean and higher and lower freshwater flows. This study investigated the contribution of allochthonous and autochthonous primary production to the diet of representative invertebrate species using stable isotope analysis (SIA) during the austral summer and winter (2008, 2009) in an intermittently open estuary on the south-eastern coast of Australia. As the study was conducted towards the end of a prolonged period of drought, a reduced influence of freshwater/terrestrial organic matter was expected. Sampling was conducted along an estuarine gradient, including upper, middle and lower reaches and showed that the majority of assimilated organic matter was derived from autochthonous estuarine food sources. Additionally, there was an input of allochthonous organic matter, which varied along the length of the estuary, indicated by distinct longitudinal trends in carbon and nitrogen stable isotope signatures along the estuarine gradient. Marine seaweed contributed to invertebrate diets in the lower reaches of the estuary, while freshwater/terrestrial organic matter had increased influence in the upper reaches. Suspension-feeding invertebrates derived large parts of their diet from freshwater/terrestrial material, despite flows being greatly reduced in comparison with non-drought years.

Food and passion: technologies of self transformation in Jamie’s kitchen

Since the 1990s there has been a surge of televisual dramatisations of real-life cooking shows in industrialised countries (Versteegan 2010: 447). Through reality television cooking shows such as, MasterChef, Jamie 's Kitchen, Hell's Kitchen, viewers have encountered celebrity chefs, 'foodies', hospitality trainees, contestants, cooking competitions and customers. These shows have been understood as an indication of- and intervention into - contemporary consumption trends and as vehicles for social change. Many reality-based cooking shows have been regarded as educational, pedagogical sites that 'encourage populations to undertake surveillance of their own and others' bodies' and eating habits with messages like: 'You are what you eat!' or 'Organic is better' (Rich 2011: 3; see also Lewis 2007 and Chapter 4 in this book by Szkupinski-Quiroga, Sandlin and Redmon Wright).In this chapter we explore the reality television programme Jamie's Kitchen as a pedagogical site which seeks to transform young people's understandings about food, work and ultimately themselves. In 2002 the high-profile celebrity chef Jamie Oliver set out to transform a group of unemployed young Londoners into the enterprising, ideal workers of twenty-first century, :flexible capitalism.1 This process of transformation was represented in the enormously successful Channel 4 TV series Jamie's Kitchen.2 In Australia, we viewed the series, as it was screened on Channel 10 over five weeks during July and August 2003.