“…Although the idea of social-action-through-consumption is not a new phenomena-boycotts have been a tactic of organized labor since the 1930s, and used quite successfully by Cesar Chavez and the United Farm Workers to gain contracts in the 1970s-the increased number and affluence of social choice consumers in the 1980s, particularly in the EU, has opened the possibility for significant niche markets in 'ethical' products (Barrett et al, 2002). This group is also, however, quite variable with respect to specific commodity classes, with food consumers forming a diverse and powerful coalition (Freidberg, 2004), while forest product (Jensen et al, 2003;Taylor, 2005;Klooster, 2005) and apparel consumers (Bender, 2002;Cowie, 2002) have been less active. A part of the heightened concern of food product consumers may be traced to what Freidberg (2004) terms the 'anxious age' ignited by the potential (and fact) of pathogens hitching a ride on foodstuffs that has become expressed as a generalized consumer anxiety about the origins of products (see also Hollander, 2003 on food purity).…”