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'Helping Australia grow': supermarkets, television cooking shows, and the strategic manufacture of consumer trust


Phillipov, M, 'Helping Australia grow': supermarkets, television cooking shows, and the strategic manufacture of consumer trust, Agriculture and Human Values, 33, (3) pp. 587-596. ISSN 0889-048X (2016) [Refereed Article]

Copyright Statement

Copyright 2015 Springer Science+Business Media Dordrecht

DOI: doi:10.1007/s10460-015-9643-6


From farmers’ markets to primetime television cooking shows, notions of ‘knowing where our food comes from’ and ‘reconnecting’ with the sources of our food are now central to a range of contemporary cultural movements and popular media texts. While these ideas have primarily been mobilized by those with activist commitments to ethical and sustainable food production, they are also increasingly appearing in the media and marketing strategies of large agribusiness and retailing corporations, including those of the major Australian supermarkets. This paper explores some of the techniques currently used by major supermarkets to respond to criticisms about their food ethics, market control and relationship with producers. Using a case study of Australian supermarket Coles and its integration of its ‘Helping Australia Grow’ campaign into reality television cooking show, My Kitchen Rules, it will consider the textual practices of, and social media response to, Coles’ sponsorship and integrated advertising strategies of putting a ‘face’ to the farmers who produce the products found on supermarket shelves. By emphasizing to Coles customers that they, too, can ‘know where their food comes from’ and that their purchasing decisions support individual farmers and family farms rather than large conglomerates, these strategies help to locate Coles within a network of meanings that seek to both shift and contest negative perceptions of the supermarket chain’s corporate practices and food politics in ways that potentially complicate the activist discourses from which they draw.

Item Details

Item Type:Refereed Article
Keywords:supermarkets, advertising, farmers, television cooking shows
Research Division:Language, Communication and Culture
Research Group:Communication and media studies
Research Field:Media studies
Objective Division:Culture and Society
Objective Group:Communication
Objective Field:The media
UTAS Author:Phillipov, M (Dr Michelle Phillipov)
ID Code:110519
Year Published:2016
Funding Support:Australian Research Council (DE140101412)
Web of Science® Times Cited:12
Deposited By:School of Social Sciences
Deposited On:2016-07-29
Last Modified:2018-02-17

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