Organic intimacy: emotional practices at an organic store

Research output: Contribution to journalArticle


The article tells the story of the rise and fall of the organic store Yggdrasill in Iceland. That story features humble founders, caring customers, dedicated staff, as well as anonymous investment funds, and it describes the conversion of organics from a niche market to mainstream consumption. Through an ethnographic account of everyday life at the organic store, the article analyzes how intimacy within the modern food chain is established through emotional practices. Staff and customers share feelings of reciprocity, not only towards organic producers, but also towards each other through acts of selling and buying organic products, forming intimate attachment and creating trust to counter the fears and anonymity of the modern food chain. Drawing on theories of affect and emotional practices and combining ethnography with narrative analysis, the article explores the role of emotions and how the doing of emotions makes organic food consumption meaningful within the industrial food system.


Research areas and keywords

Subject classification (UKÄ) – MANDATORY

  • Ethnology


  • Affects, Consumption, Emotional labor, Emotions, Ethnography, Intimacy, Narrative, Organic food, Retail, Rhythm
Original languageEnglish
Pages (from-to)581-594
JournalAgriculture and Human Values
Issue number3
Early online date2018 Jan 31
Publication statusPublished - 2018 Sep
Publication categoryResearch