Ancient Grains and New Markets: The Selling of Quinoa as Story and Substance
SMC Affiliated Work
School of Liberal Arts
Publication / Conference / Sponsorship
Corporate Social Responsibility and Corporate Governance: Concepts, Perspectives and Emerging Trends in Ibero-America
Gómez, L. M., Vargas-Preciado, L., and Crowther, D
Emerald Publishing Group
This chapter examines the increase in global demand for quinoa (Chenopodium quinoa Willd.) and considers the impact of such demand on the Peruvian and Bolivian farmers who produce it. Specifically, it analyzes the social media marketing of U.S. based I Heart Keenwah (IHK) and considers the role of “storied food” with respect to corporate social responsibility (CSR) reporting in a Web 2.0 context. This chapter reports the results of textual, rhetorical, and cultural analyses of the digital marketing materials IHK deploys, and considers IHK’s use of Web 2.0 tools to mobilize discourses of socially responsible marketing, and implications of industrial quinoa production on Andean biodiversity and indigenous culture. This chapter principally concludes that the social media and digital marketing materials that IHK deploys obfuscate the social, economic, and ecological complexities surrounding the quinoa industries in Peru and Bolivia. This chapter provides evidence of new tendencies in capitalist commodification, and demonstrates how the traditional and indigenous protectors of the quinoa plant species are being denied their agricultural and cultural heritages. Further more, it demonstrates how the language of corporate social responsibility is abused in the service of less sustainable, branded, and extractive imaginaries and corporate profit. Given the significant rise in international quinoa demand, IHK’s explosive economic success, and IHK’s reliance on Andean quinoa, this case study provides unique insights into global food capitalism in the age of social media.
Arts and Humanities | Communication
Sachowitz, Aaron. “Corporate Social Responsibility and Corporate Governance.” in Ibero-America: Concepts, Perspectives, and Future Trends.” (eds.) Gómez, L. M., Vargas-Preciado, L., and Crowther, D. Emerald Publishing Group. 2017.
Drew, John; Sachs, Aaron; Sueiro, Cecilia; and Stepp, John. Ancient Grains and New Markets: The Selling of Quinoa as Story and Substance (2017). Corporate Social Responsibility and Corporate Governance: Concepts, Perspectives and Emerging Trends in Ibero-America. Gómez, L. M., Vargas-Preciado, L., and Crowther, D. Emerald Publishing Group. 11, 251-274. 10.1108/S2043-052320170000011012 [book_chapter]. https://digitalcommons.stmarys-ca.edu/school-liberal-arts-faculty-works/756