Agriculture and Human Values

, Volume 31, Issue 3, pp 481–497

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

Article

DOI: 10.1007/s10460-014-9512-8

Cite this article as:
Nelson, V. & Tallontire, A. Agric Hum Values (2014) 31: 481. doi:10.1007/s10460-014-9512-8

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.

Keywords

Private standards Multi-stakeholder initiatives Agriculture Governance Kenya Sustainability standards 

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

Copyright information

© Springer Science+Business Media Dordrecht 2014

Authors and Affiliations

  1. 1.Livelihoods and Institutions Department, Natural Resources InstituteUniversity of GreenwichKentUK
  2. 2.School of Earth and EnvironmentUniversity of LeedsLeedsUK