Sustainable maize production and consumption in China: practices and politics in transition

China provides a stark and globally significant illustration of how changing patterns of food production and consumption (especially related to increased intake of animal protein) are creating negative impacts on biodiversity, climate, nitrogen and phosphorous cycles and the use of freshwater. However, China's rapidly growing innovation capabilities and dynamic pattern of development also offer a unique opportunity for transitions towards more sustainable and resilient agri-food systems. Applying a ‘food practices in transition’ framework (Spaargaren et al., 2012), this paper discusses the technological, political and socio-cultural factors central to such systemic changes, with a focus on maize as a core case study. In particular it presents and discusses two contending (but not mutually-exclusive) pathways towards more sustainable maize production and consumption. One, which we call the ‘indigenous innovation’ pathway is framed by ‘systemic rationalities’ and characterised by a focus on R&D-intensive technologies for agricultural intensification, including the controversial use of transgenic phytase maize. The second, which we term the ‘alternative’ pathway, is framed by ‘lifeworld rationalities’ and focusses on improved management practices, shorter supply chains, agro-ecological and participatory research. The two pathways claim different environmental benefits and present different risks and political implications. This paper analyses the food practices in transition in each pathway, identifying links with shifting political conditions and pointing to the increasingly significant role of consumer agency in steering patterns of maize production and consumption in China

Market segment analysis to target young adult wine drinkers

Consumer segmentation in the wine industry takes on many forms: demographic, geographic, behavioral, and others. In the United States, one of the most promising new demographic segments is the Millennial or Echo Boomer segment, which is being targeted by many consumer industries due to its size and buying power. For the wine industry, this group currently fits the legal drinking age range of 21 to 28. This empirical study describes the perceptions and attitudes of 108 Millennials regarding wine and what the wine industry can do to better market to them in a responsible manner. Results indicate that there is a need for greater wine advertising to this group utilizing fun, social, and relaxed settings; more innovative packaging and labels; a focus on “value” wines; as well as taste enhancements and environmental emphasis. [EconLit citations: M310]. © 2006 Wiley Periodicals, Inc. Agribusiness 22: 307-322, 2006.