Introduction
in Qualities of food

This introduction presents an overview of the key concepts discussed in the subsequent chapters of this book. The book focuses on highly contentious issue, that of the use of the intriguing concept of quality. It explores new applications of established theories and adapts theoretical approaches in order to illuminate behaviour in the field of food. The book presents existing disciplinary approaches to understand judgements about taste. It also presents economists' approaches to quality and demand with a view to providing a more adequate and persuasive account. The book shows how complex, and also how almost whimsical, are the social processes involved in convincing people that a product about to be purchased has a particular desired attribute. It considers a form of challenge, orchestrated primarily by groups of agricultural producers, to the conventional industrial food system.

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