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How do Green Orders of Worth Affect the Spanish Salted Fish Market?

  • Heidi Bjønnes LarsenEmail author
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Part of the MARE Publication Series book series (MARE, volume 8)

Abstract

This chapter departs from the ‘quality turn’ concept, which is an academic term for consumer shift from a price-biased focus to an emphasis on non-economic aspects of food such as health, food safety, green values and animal welfare. Inspired by the ‘quality turn’, this chapter asks if Spanish consumers in the near future will require a more natural color for salted fish and resist the addition of artificial additives in the fish. Because color is essential to consumer definitions of quality and because color is influenced by the production process and the treatment of fish throughout the value chain, this chapter considers the color of salted fish to be an expression of quality. Based on secondary literature, telephone interviews with Spanish producers and interviews with owners of sidrerias (cider houses) in the Basque region, the chapter investigates possible changes in conventions toward a more natural white fish. The chapter investigates if there will be a change in the current quality convention in favor of green and civic conventions. The focus of the chapter is on supply, demand, and regulations in the value chain for Spanish salted cod.

Keywords

Value chain Quality understanding Conflicting conventions ‘Quality turn’ Spanish market Salted cod 
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© Springer International Publishing Switzerland 2015

Authors and Affiliations

  1. 1.Department of GeographyUniversity of BergenBergenNorway

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