Abstract

The current article looks into the development of an organic market segment in Norway by following organic milk and the controversies that have emerged in the trail of this morally infused artefact. In particular focus is the reformatting of organic milk around the turn of the millennium and the following attempts by various actors to make this product more accessible for a larger group of consumers. The approach favored in this undertaking is actor-network theory (ANT), which stresses the distributed nature of moral agency and that human and non-human elements of actor networks should be given equal attention when accounting for societal practices. Economic narratives such as the sovereign consumer are also used to shed light on the constitution of organic milk as a moral object and the positioning of this product relative to products stemming from conventional agriculture