Shopping for green food in globalizing supermarkets: Sustainability at the consumption junction As the market for sustainable (or ′green′) food expanded worldwide in the 1990s, supermarkets took up dominant roles as channels for its commercialization. Alternative natural food and grocery stores and farmers′ markets were forced to assume a secondary role. Countries where most organic products are sold via supermarket chains tend to be the countries where the organic market shares are the highest as well (Willer and Yussefi, 2004). And although the organic food movement in Europe dates back more than fifty years, it is only since the 1990s that organic foods are achieving mainstream status largely through these supermarket sales (Van der Grijp and den Hond, 1999). Supermarket retailers thus have become key players and their strategies and goals can be said to be of crucial and even further increasing importance with respect to the future provisioning of ...
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