Category / consumption

by crmayes

Consumer Ethnocentrism: Part 1 Country of Origin Food Labels

In 1989 my uncle returned from a trip to the US with a pair of basketball shoes that were not yet available in Australia. Having seen them on the feet of American basketball stars, my friends and I coveted these shoes, and I was the first to own a pair. Taking them out of their box, I noticed the label at the back of the tongue: Made in Indonesia. I was disappointed. These shoes were not from the land of Magic Johnson or Michael Jordan but from an island I knew little about, 3000

kilometers to the north of Australia. Rather than the genuine product and official brand of champions, I was in possession of a cheap imitation. My sense of disappointment was not alleviated when an older boy assured me that the shoes were in fact fake.

The revelation that my basketball shoes were not made in America was my first conscious encounter with globalised manufacturing and trade. The now commonplace statement, ‘Made in Indonesia’, took some of the sheen off the brand, which was so carefully manufactured in marketing and design offices far removed (geographically, economically and culturally) from the factories in which the shoes were manufactured.

Buying like “us”

While I would like to say that the disappointment I felt in learning that the shoes were made in Indonesia was due to concern for the conditions of the workers, this would be disingenuous and perhaps a bit much to expect of a 9 year-old. My disappointment was due to the otherness of Indonesia. These shoes were not made by people like “us” – me, my friends, Magic Johnson or Michael Jordan. They were made by “them” – people I knew little of, except that they weren’t in the NBA, didn’t play basketball, didn’t appear in the multi-million dollar commercials, and according to a friend’s father, were waiting for an opportune time to invade Australia. These feelings of parochialism, or perhaps more accurately racism and xenophobia, were an early expression “consumer ethnocentrism”.

Ethnocentrism is the attitude that distinguishes between an “in-group” and “out-group”. Terence Shimp and Subhash Sharma developed the concept of consumer ethnocentrism to ‘represent the beliefs held by American consumers about the appropriateness, indeed morality, of purchasing foreign made products’ [1: 180]. According Shimp and Sharma’s study on the psychology of ethnocentric consumers ‘purchasing imported products is wrong because, in their minds, it hurts the domestic economy, causes loss of jobs, and is plainly unpatriotic’ [1]. While Shimp and Sharma focused on the 1980s American automobile industry, I suggest that consumer ethnocentrism is increasing in the food industry through current debates over country-of-origin labelling and local sourcing movements.

Global Food and Ethnocentric Consumption

The global food system has led to an increase in ignorance and confusion about where food comes from and the conditions under which it is produced. This ignorance is manifest in at least two forms. First, a general ignorance about the way food is produced and where it comes from, i.e. what season does asparagus

grow or what part of a pig does bacon come from? And second, where geographically does the asparagus I purchased in the supermarket come from or a more complex question, where was my microwave dinner produced, and were the ingredients all from the same location? Unlike my basketball shoes, the country-of-origin labelling on food products is not as clear. And some food products may use ingredients, manufacturing processes and labor from a variety of countries.

Since the early twentieth century, the Commerce (Trade Descriptions) Act 1905 and Commerce (Imports) Regulations 1940 has enforced country-of-origin labelling for clothing imported into Australia [2], with similar legislation in place in the US (Tariff Act of 1930). However, these laws do not address the importation of food products. Over the past decade, country-of-origin labelling for food products has become a significant issue for consumer’s, workers’ unions and food companies in the US [3, 4], Australia [5-7], and the European Union [8, 9].

Country-of-Origin Labelling and Food Safety

There are a number of reasons why consumer groups and sectors of the food industry want country-of-origin labelling regulations for food products. A common reason is food safety. With the interconnection of the global food system, governments and consumers are concerned by food poisoning outbreaks, such as bovine spongiform encephalopathy (BSE) or “mad-cow disease”, and possibility by the threat of cross-contamination [10]. The recent outbreak of Hepatitis A in Australia associated with Nanna’s Mixed Berries from Chinese factories has re-invigorated the country-of-origin labelling debate.

A second argument for the introduction of country-of-origin labelling is to protect domestic markets. For example, canned food company, SPC Ardmona, made 150 redundancies and closed a production factory in Australia. According to the Australian Manufacturing Workers’ Union this is partly due to a lack of adequate labelling laws that allow major supermarkets in Australia to stock cheap imported foods without being required to inform the consumer [7]. Furthermore, while the label may state “Made in Australia” this is allowed ‘even if only a few of the ingredients are grown in Australia’ [5]. As a result, companies that use local workers and ingredients are squeezed out of the market by cheaper imported goods.

Food safety and the protection of domestic markets are significant issues, yet they can also become enmeshed with more explicit manifestations of consumer ethnocentrism. With products and brands representing “us” or “them”. In Part Two, I discuss the example of “in-group” ethnocentric consumption in relation to Dick Smith’s response to Kraft Foods ownership of Vegemite. In Part Three I use the call for US consumers to boycott French products in response to the French government’s refusal to join the “coalition of the willing” to highlight “out-group” ethnocentric consumption.

References

  1. Shimp, T.A. and S. Sharma, Consumer Ethnocentrism: Construction and Validation of the CETSCALE. Journal of Marketing Research, 1987. 24(3): p. 280-289.
  2. Australian Customs Service. Australian Customs Service Fact Sheet. 2007 [cited 2012 March 19]; Available from: http://customs.gov.au/webdata/resources/files/FS_clothing.pdf.
  3. Lusk, J.L., et al., Consumer Behavior, Public Policy, and Country-of-Origin Labeling. Applied Economic Perspectives and Policy, 2006. 28(2): p. 284-292.
  4. Loureiro, M.L. and W.J. Umberger, A choice experiment model for beef: What US consumer responses tell us about relative preferences for food safety, country-of-origin labeling and traceability. Food Policy, 2007. 32(4): p. 496-514.
  5. Peacock, M. Food Labelling inquiry chair disappointed Federal Government drops key recommendations. PM 2011 [cited 2012 February 6]; Available from: http://www.abc.net.au/news/2011-12-01/food-labelling-inquiry-chair-disappointed-federal/3707464.
  6. Blewett, N., et al., Labelling Logic: Review of Food Labelling Law and Policy. 2011, Commonwealth of Australia: Canberra.
  7. Australian Manufacturing Workers’ Union. SPC regional job losses show need for food labelling laws and watchdog on supermarkets. 2011 [cited 2012 March 19]; Available from: http://www.amwu.org.au/read-article/news-detail/749/SPC-regional-job-losses-show-need-for-food-labelling-laws-and-watchdog-on-supermarkets/.
  8. Miller, J.W., Country labeling sets off EU debate, in The Wall Street Journal. 2011, News Corporation: New York.
  9. Department of Environment, F.a.R.A. Country of origin labelling. 2011 [cited 2012 March 19]; Available from: http://www.defra.gov.uk/food-farm/food/labelling/country-origin/.
  10. Smith DeWaal, C., Food Protection and Defense: Preparing for a Crisis. Minnesota Journal of Law, Science and Technology, 2007. 8(1).
by crmayes

My Grandmother on the ‘Universal Food Chopper’ and Domestic Labour

Below is a short piece written by my Grandmother (Eileen Mayes, 1906 – 1993). It was initially published in ‘John Barnett’s All Ways on Sunday File’ in 1989.

This piece interests me not only for its familial connection and posterity, but its relation to recent trends questioning the new domesticity and women’s labour. 

Picture from a Mail Order Catalogue

Eileen Mayes 

Some time ago I found a mail order catalogue among old papers. There wasn’t much left of it, no cover and lots of the pages missing, but among those that were left I found a picture almost seventy years old.

She’s wearing a long dress with a frilled hem, a high-boned collar in pre-1914 style; she’s got a flower tucked gaily into her piled-up hair. She could be somebody’s Great-Aunt Gwendoline and she’s smiling sweetly as she demonstrates a Universal Food Chopper-Mincer to you.

It’s had a lot of use, this old catalogue, the pages worn and dog-eared with being turned over and over again and I wondered how often Great-Aunt Gwendoline had thumbed through them. Poor deat, even with her Universal Food Chopper she didn’t have much in her kitchen to smile about. Compared with modern kitchens, it would rank as a labour camp.

Oh, she had a refrigerator, at least that’s what the catalogue calls it – ‘Holds 66 lbs of ice’, and if she wanted ice cream there was the ‘Gem’ freezer with ‘solid oak bucket’ to provide it – and plenty of exercise in the making! However, she had one advantage over us today: her cooking utensils, though primitive, were cheap; a nutmeg grater cost a penny, a rolling pin was ninepence or a ‘Colonial’ one could be had for sixpence. Her glass preserving jars came from America and her knives, says the catalogue, were ‘best English steel’. These, of course, had to be cleaned constantly by hand on a knife board, price sevenpence in the catalogue. An English Knife Cleaner was a bit more expensive. This was a circular contraption in which you stuck the knives and then turned a handle. The catalogue says ‘As used by the King’, conjuring up a delightful picture of a portly King Teddy stashing his gold-plated knives into the machine and merrily turning the handle.

Poster for Landers, Frary & Clark, the “Universal food chopper, and a few of the things it chops,” New Britain, about 1899.
Poster for Landers, Frary & Clark, the “Universal food chopper, and a few of the things it chops,” New Britain, about 1899.

Husbands are conned into ordering a cake-mixer: ‘Every newly-married husband should buy one. It turns a poor cook into a Good Cook.’ This little miracle worker, hand-driven by the ‘little woman’, naturally, costs no more than the marriage licence, a mere seven and sixpence.

There’s a complicated little number illustrated, an apple-peeler-corer-slicer, which, although it costs only two and threepence looks as though it might need a mechanic to set it up each time.

And then a item that recalls a quiz show. What is a Turk’s Head? A brand of tobacco, the name of a pub, or the upper part of a decapitated European? It’s a brush for sweeping walls, ‘All hair, price five shillings.’

And what a trial of strength washing day must have been for Great-Aunt Gwendoline! Whilst the water heated (she could use the bellows, price two and tuppence, if the fire was sulky) she’d collect her tin tub and the rubbing board (latest American, 1/3). She’d fill the troughs (best Karri) and perhaps get out a packet of Wyandotte ‘invaluable for washing clothes as it takes the place of soap’, then goes on to add somewhat ominously, ‘It also removes paint.’

What marvellous muscles Great-Aunt Gwendoline must have developed!

First there was the washing machine, clumsy, on four wooden legs looking as though it might serve as a churn in an emergency, and with a large wooden handle propelled – how did you guess? – by woman-power.

Finally when all the shirts and embroidered petticoats and drawers and household linen was starched and dry, there was the ironing. Flat irons cost a shilling, polishing irons to add further lustre – our Gwen must have been a tiger for work – at one and three. The man who made the irons was called Saddler, and his irons as ‘Sad’ irons. How appropriate.

Above the wood stove, on the mantle shelf, is the American alarm clock, price two and threepence, telling the long day is over. The hanging lamp, not so pretty as the one of flowered china and dangling glass pendants in the parlour, is lit and strkes an answering glow from the beautiful copper kettle. ‘Very best copper, price eight shillings.’

How incredibly hard you worked – and how lucky we are to be living in 1975 with all its labour-saving devices! And yet, I wonder – was Great-Aunt Gwendoline? – But that’s another argument and nothing to with a Mail Order Catalogue.

by crmayes

Requiem for an Occupation?

Early this morning police cleared the protesters from Zuccotti Park, the initial location of the Occupt Wall St. movement. While the Occupy Philadelphia camp is still in place, the events in New York perhaps signal an end to this phase of protest in other cities.

Here are some images and quotes that gesture toward the complexities within the movement itself and the wider concerns it draws attention to.

‘This is what democracy looks like’
Occupy Philadelphia: 10/20/11

[I]n our societies, critical Leftists have hitherto only succeeded in soiling those in power, whereas the real point is to castrate them…
But how can we do this? We should learn here form the failures of twentieth century Leftist politics. The task is not to conduct the castration in a direct climatic confrontation, but to undermine those in power with patient ideologico-critical work, so that although they are still in power, one all of a sudden notices that the powers-that-be are afflicted with unnaturally high-pitched voices. Slavoj Žižek, First as Tragedy, Then as Farce, p. 7.

Occupy Philadelphia: 10/20/11

The widening gap between rhetoric (for the benefit of all) and realization (the benefit of a small ruling class) is now all too visible…The more neoliberalism is recognized as a failed utopian rhetoric masking a successful project for the restoration of a ruling-class power, the more the basis is laid for a resurgence of mass movements voicing egalitarian political demands and seeking economic justice, fair trade, and greater economic security. David Harvey, A Brief History of Neoliberalism, pp.203-204

‘Bless are the oppressed’
Occupy Philadelphia: 10/20/11

It is not true at all that the earth belongs to the meek. What the Beatitudes say is against all reality. Jacques Ellul, The Subversion of Christianity, p.170

Apple Store, Philadelphia: 10/20/11

Asceticism is not a flight from society and the world, but a communal attitude of mind and way of life that leads to the respectful use, and not the abuse, of material goods. Excessive consumption may be understood to issue from a worldview of estrangement from self, from land, from life, and from God. The Ecumenical Patriarch Bartholomew I