University of Hertfordshire


  • Jan Moorhouse
  • Caroline Walsh
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Original languageEnglish
Number of pages11
Publication statusPublished - 7 Jul 2015
EventAcademy of Marketing Conference AM2015 - Limerick, Ireland
Duration: 7 Jul 20159 Jul 2015


ConferenceAcademy of Marketing Conference AM2015


This paper attempts to explore the impact of a market oriented food policy on the vegetable sector in England. Since the publication of The Curry Report in 2002, policy has turned to the market, and to better marketing, to transform a farming sector beset by crises into a sustainable food supply system. This was to be achieved with a sprinkling of marketing magic to transform inward-looking producers into competitive, sustainable and diverse rural businesses. On the consumption side, policy aimed to encourage individuals to adopt diets rich in vegetables (and fruit), for health and to lower environmental impact (2010). Marketing practices, criticised in many other contexts for fetishizing commodities (Williams, 1980) would transform humble vegetables into objects of desire and encourage more consumption. Our research suggests that a policy based on market reconnection has had mixed results in terms of encouraging increased production and consumption of vegetables and we question whether a market oriented policy has been practically adequate (i.e. works in the real world) in achieving policy goals.


Jan Moorhouse, Caroline Walsh, ’A turn to the market: a magical solution but is it practically adequate? The impact of a market oriented food policy’, paper presented at the Academy of Marketing Conference AM2015, Limerick, Ireland, 7-9 July, 2015.

ID: 8614595