Central to the development of green lifestyles is the consumption of foods that by dint of their status as chemical–free, locally produced and/or free of genetically modified ingredients, reduce the environmental impact of food provision. Yet there are many other factors, such as health concerns, that may also encourage the consumption of ‘green’ foods. This paper explores the ways in which Australian consumers construct organic food — a sector of the food industry that is currently growing at between 20 and 50 percent per annum but is struggling to keep up with rising consumer demand. In order to examine the significance of ‘green’ signifiers in the consumption practices of Australian consumers a series of focus group interviews and a national consumer survey were conducted. These examined both those characteristics of food that were valued in general, and those meanings that were associated with organic food in particular. In very general terms, analysis reveals that while consumers believed organic foods to be healthy and environmentally sound — both of which were considered desirable — these characteristics were subsumed by an overarching concern with convenience. This does not mean that consumers did not hold genuinely positive environmental attitudes. Rather, it reflects a range of contradictory beliefs and practices that appeared to derive from the discursive conflict between conventional and organic food industries over environmental, health and safety claims. The paper concludes by identifying the barriers and opportunities for expanding the organic industry in Australia in the context of the ways organics is constructed by consumers.

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Food regime theory focuses upon the dynamics, and agents, of change in capitalist food and farming systems. Its exponents have been able to identify relatively stable periods of capital accumulation in the agri-food industries, along with the periods of transition. Recently, scholars have argued that-following a first food regime based upon colonial trade in bulk commodities like wheat and sugar, and a second food regime typified by industrial agriculture and manufactured foods-there is an emerging third food regime. This new regime is one that is lead by global corporations that are profiting from the re-organisation of agri-food chains. The delivery of 'fresh/healthy' foods is one manifestation; another is the sale, by supermarkets, of ready-meals and other own-brand products. This paper argues that behind the movement to a putative Third Food Regime are changes to the financial system. 'Financialisation'-the increased influence of finance capital on the agri-food system-not only provides new opportunities for profit-making by hedge funds and private equity consortia, but also creates a situation in which agrifood companies, including food manufacturers, international commodity traders and supermarkets, may benefit. Supermarkets for example, are moving into banking, and are altering their role as they move from being retailers of products, into the provision of capital. Food regime theory needs to consider what lies 'behind' the transformation of food and fibre production, to examine not only the role of finance capital in re-shaping relations up and down the agri-food supply chain, but also investigating the tendency for agri-food capitals to seek profits from financial transactions.

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