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Battlefields of ideas: changing narratives and power dynamics in private standards in global agricultural value chains

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Abstract

The rise of private standards, including those involving multi-stakeholder processes, raises questions about whose interests are served and the kind of power that is exerted to maintain these interests. This paper critically examines the battle for ideas—the way competing factions assert their own narratives about value chain relations, the role of standards and related multi-stakeholder processes. Drawing on empirical research on the horticulture and floriculture value chains linking Kenya and the United Kingdom, the analysis explores the framing of sustainability issues, especially around labor issues and good agricultural practice, and the choice of response with respect to private standards and multi-stakeholder initiatives since the late 1990s. We identify four competing narratives currently in play: a dominant global sourcing narrative, a pragmatic development narrative, a broader development narrative and a narrative we term potentially transformative. This last narrative is currently emerging through the unpacking of narratives in relation to the framing of sustainability problems and solutions, and in terms of legislative, executive and judicial governance. The paper contributes to emerging understanding of power in value chains, moving beyond material power to a consideration of how ideational power is exerted and resisted.

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Notes

  1. In the last seven years alone, horticulture has overtaken tea as the principal foreign exchange earner (Republic of Kenya 2008; 2010).

  2. For example work on sustainability standards and impact, Tallontire et al. (2013).

  3. A high proportion of vegetable exports, particularly 'high care' prepared and packaged products are exported directly to supermarkets in the UK and other parts of northern Europe (Jaffee 2005).

  4. See for example the debates a special issue of Qualitative Research in 2008 8(3).

  5. We can distinguish between those ILO labor rights that are focused on working conditions and outcomes (e.g. health and safety, working hours) and those that foster worker self-organisation and ability to advocate for themselves (process rights such as the right to collective bargaining).

  6. There are many workplace or value chain issues that are not included in conventional MSI or standards discussions, such as domestic violence, HIV/AIDs and alcohol addiction (Nelson et al. 2007) or who has responsibility for the safety of workers travelling to work, especially women at night (Pearson 2007).

  7. The 1998 Declaration on Fundamental Principles and Rights at Work identifies four core labor rights: (a) freedom of association and the effective recognition of the right to collective bargaining; (b) the elimination of all forms of forced or compulsory labor; (c) the effective abolition of child labor; and (d) the elimination of discrimination in respect of employment and occupation.

  8. This kind of model had already been tried in South Africa in the wine sector and the South African Wine Industry Ethical Trade Association continues today.

  9. This was a meeting of seven smallholders with seven retailer representatives in Germany held before the Fruit Logistica meeting in February 2010, Africa Observer (2010).

  10. SSE is defined by UNRISD as a ‘term increasingly used to refer to forms of production and exchange that aim to satisfy human needs, build resilience and expand human capabilities through social relations based on cooperation, association and solidarity. Other values and objectives such as democratic/participatory decision making, social and environmental justice, social cohesion and non-violence are also often prominent features of SSE. SSE may interact with but is distinct from state-owned enterprises or public service provisioning and conventional for-profit private enterprise. Aspects associated with collective organization and solidarity may also distinguish SSE organizations from individual, unorganized, own-account (“informal”) workers, or micro- or small enterprises’ (UNRISD 2012, p. 1).

Abbreviations

DFID:

Department for international development

ETI:

Ethical trading initiative

FLO:

Fairtrade labelling organisations international

FLP:

Flower label program

FPEAK:

Fresh produce exporters of Kenya

GAP:

Good agricultural practice

GSCP:

Global social compliance program

GVC:

Global value chain

HEBI:

Horticultural ethical business initiative

KFC:

Kenya flower council

MPS:

Milieu programma sierteelt

MSI:

Multi-stakeholder initiative

MSIR:

Mature systems of industrial relations

PSA:

Participatory social auditing

TU:

Trade union

UK:

United Kingdom

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Acknowledgments

The authors gratefully acknowledge funding from the UK’s Economic and Social Research Council and Department for International Development (DFID), for the project Governance Implications of Private Standards Initiatives in Agri-Food Chains, Grant Ref: RES-167-25-0195. We also thank the two other core members of the project team, Maggie Opondo and Adrienne Martin, for their contributions throughout the project. We also acknowledge the funding of DFID for the accountable Grant: Assessing the Poverty Impact and Governance Implications of Sustainability Standards’ project granted to NRI.

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  1. Livelihoods and Institutions Department, Natural Resources Institute, University of Greenwich, Chatham Maritime, Chatham, Kent, ME4 4TB, UK

    Valerie Nelson

  2. School of Earth and Environment, University of Leeds, Leeds, LS2 9JT, UK

    Anne Tallontire

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Correspondence to Valerie Nelson.

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Nelson, V., Tallontire, A. Battlefields of ideas: changing narratives and power dynamics in private standards in global agricultural value chains. Agric Hum Values 31, 481–497 (2014). https://doi.org/10.1007/s10460-014-9512-8

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