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MEDIATING THE CRITIQUES OF THE ALTERNATIVE AGRIFOOD MOVEMENT: GROWING POWER IN MILWAUKEE

The Alternative Agrifood Movement (AAM), characterized by farmer's markets, organic food, sustainable production, Community Supported Agriculture (CSAs), and local foods, has been on the rise in the United States since the early 1970s. The AAM is noted for its opposition to the conventional food system (ie. mass produced food, food that travels long distances, pesticide and herbicide use, and grocery retail conglomerates) and its support of an alternative food system emphasizing fresh, local, organic and " direct from the farm. " Specifically, the AAM seeks to create a " foodshed " that is localized, just, and ecologically sustainable. Both the conventional and alternative food systems offer clear and distinct advantages for global producers and consumers. However, while critiques of the iv conventional food system are well documented in AAM research and practice (Allen, 2003, p. 63), AAM's critiques are less well known. Though the AAM espouses economic, social, and ecological justice, both theoretical and empirical research questions the complete accuracy and authenticity of this underlying premise. This research addressed two main questions: 1) What are the economic, social, and ecological critiques of the Alternative Agrifood Movement? and 2) How does a non-profit community food organization mediate those critiques? These questions were designed not to negate the substantive efforts of the AAM, nor to over esteem the goals of the conventional food system; rather, this research provides theoretical justification and empirical evidence for the possible collaboration between the two capitalizing on the merits of both systems. Contextualizing the broader literature surrounding the movement, a case study of a Milwaukee-based alternative food initiative, Growing Power, was examined. The findings clearly demonstrated the opportunity for food organizations to be economically accessible, ecologically sensitive, and socially inclusive.