The quality of sustainability: Agroecological partnerships and the geographic branding of California winegrapes

Quality and sustainability are both socially constructed, ambiguous terms, but they have not been heretofore linked in the rural studies literature. The “quality turn” has received particular attention from researchers for its potential to organize linkages among various forces in agrofood systems, providing more income to producers by appealing to affluent, reflexive consumers. A distinct line of rural research has attended to the challenge of agro-environmental pollution and regulation, but this research trajectory has been subsumed under the broader paradigm of sustainability. This article seeks to contribute to discussions about quality in the agrofood sector by analyzing the potential of fusing rural resource protection practices with place-based marketing of enhanced quality, drawing from an empirical study of the California winegrape industry. In several California commodities, agroecological partnerships are becoming the chief vehicle for extending sustainable agricultural practices. California's winegrape farmers have undertaken more partnerships to greater effect than those of any other US crop, and they are now discursively linking their sustainable farming practices, environmental quality, and wine quality. This marks a new linkage of two heretofore discrete social imaginaries. This article argues that “quality” is a term that can conceptually link increasing consumer demand for differentiated product taste with increasing regulatory pressure for environmental protection. Synergistic benefits from such a linkage have the potential to strengthen rural development initiatives. Making progress toward sustainability requires collective action on the part of producers, and in some commodities, may mesh well with efforts to enhance foodstuff quality.