Alternative or adaptation? Organic food consumer groups in Alicante

Organic food consumer groups connect producers and consumers who subscribe ideas about agroecology and food sovereignty. Their share of the whole organic food market is really small, but some of these groups are experiencing a quick growth in their membership and economic turnover too. This quantitative growth leads is mostly related to the interest of new members on the relationship between food and health. However, this new profile in membership sharply contrasts to the claims for social and political change that prevailed among founders of these consumer groups. This article scrutinizes this neo-conventionalization process of alternative food practices in the metropolitan area of Alicante (Spain).