“…Campbell and Liepins (2001) utilised the former term to classify analyses positing a linear transition from smallscale (authentic) organic agriculture to a more industrialised form of capitalist production in which the key components of organic become 'conventionalised' (note similar usage in Michelsen, 2001;Hall and Mogyorody, 2001). The conventionalisation thesis is most commonly associated with the work of Julie Guthman (including: Buck et al, 1997;Guthman, 2004a,b) and others (Allen and Kovach, 2000;Jordan et al, 2006) and finds a more populist parallel in the current critique of 'Big Organic' mobilised, for example, in the work of Pollan (2006). Bifurcation, in contrast to conventionalisation, represents the commercialisation of organics as an emergent site of engagement between industry and social movement (or, alternatively, between small-scale and large-scale producers).…”