Retailers, Sustainability and the Power of Narratives

 When we think about sustainability in food systems, we often focus on farmers or producers. However, after reading the different articles on food systems and food governance, I realized how much power retailers actually have in shaping what sustainability means for consumers. Supermarkets and large retail companies do not only sell products; they also influence production standards, consumer behavior, and even political discussions around food systems.

Today, most major retailers define sustainability through concepts such as ethical sourcing, carbon reduction, traceability, recyclable packaging, and responsible supply chains. Labels such as “organic,” “fair trade,” or “sustainably sourced” have become common marketing tools. According to Fuchs and Kalfagianni, retailers use what they call “discursive power” to legitimize their role in food governance. In other words, they shape the narrative around sustainability and position themselves as key actors capable of solving environmental and social challenges.

I find this particularly interesting because these sustainability narratives can have both positive and problematic effects. On one hand, retailers can drive important improvements. For example, pressure from supermarkets has contributed to reducing plastic packaging, increasing traceability, or promoting certified products in many markets. Recently, several European retailers announced commitments to reduce emissions in their supply chains and limit deforestation linked to imported commodities such as cocoa or palm oil.

On the other hand, these strategies can sometimes simplify sustainability into branding and consumer perception rather than addressing structural issues. Sustainability becomes something consumers “buy” through labels, while deeper questions related to unequal trade relations, smallholder vulnerability, or overconsumption receive less attention. This connects strongly with Spann’s critique of agribusiness narratives and with broader debates around power in food systems.

In the African context, this is particularly relevant because retailers and international markets increasingly shape local agricultural production. While sustainability standards can create opportunities for farmers, they may also exclude smaller producers who lack financial or technical capacity to comply with certification requirements.

Personally, I think retailers can play an important role in supporting more sustainable food systems, but sustainability should not only be driven by corporate communication strategies. It also requires transparency, stronger regulation, and more balanced relationships across the entire food chain.

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