Eating Landscape: Marketing Agricultural Products as Aesthetic Experience in the Twentieth Century

Kolleen Guy
  • Speaker
College of Liberal and Fine Arts, University of Texas at San Antonio

Event Information

Research Seminar
Mon. 7 Jun. 2010
12:00-13:30 hours
Mandeville Building T3-42


Behind the appellation d’origine controlée (AOC) and more recently the EU quality schemes—such as Protected Designation of Origin (PDO) and Protected Geographical Indication (PGI)—is the concept of terroir.  This is the idea that when it comes to food the place of production matters.  To demonstrate how terroir served as a cultural code with market utility.  This paper argues that terroir served as a unifying cultural code to cover up social and political conflict in a process that I term "culinary keynesianism."  Culinary Keynesianism—much like Keynes' economic idea—was to expand of aggregate demand while veiling or occluding class and social differences.

The Business History Seminar has been made possible by financial support from the Erasmus Research Institute of Management (ERIM) and the Vereniging Trustfonds Erasmus Universiteit Rotterdam.
Contact information:
Abe de Jong Ben Wubs
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Abe de Jong
Professor of Corporate Finance and Corporate Governance
  • Coordinator
Ben Wubs
Ben Wubs
Associate Professor at Erasmus School of History, Culture and Communication
  • Coordinator