Broccoli and Desire: Global Connections and Maya Struggles in Postwar Guatemala

by Edward F. Fischer, Peter Benson, Peter Benson

This book takes a surprising look at the hidden world of broccoli, connecting American consumers concerned about their health and diet with Maya farmers concerned about holding onto their land and making a living. Compelling life stories and rich descriptions from ethnographic fieldwork among supermarket shoppers in Nashville, Tennessee and Maya farmers in highland Guatemala bring the commodity chain of this seemingly mundane product to life. For affluent Americans, broccoli fits into everyday concerns about eating right, being healthy, staying in shape, and valuing natural foods. For Maya farmers, this new export crop provides an opportunity to make a little extra money in difficult, often risky circumstances. Unbeknownst to each other, the American consumer and the Maya farmer are bound together in webs of desire and material production.

Genres: Nonfiction, Food, Anthropology

224 pages, Paperback

First published June 13, 2006

Reviews

[Alice · Rating 3 out of 5]

This book has its heart and its data in the right place, although I could not get through the second half -- at least, i read it, but I am not sure I could tell you what they were trying to hammer home. I think this notion of desire -- and the desire for perfection in food and fruit and vegetables -- is intriguing -- and I like the way they link it back to the lives of the people who grow broccoli for western markets and are baffled by the wealthy westerners rejection of perfectly good broccoli because it's not pristine. But someone has to make this notion of desire more fully dissected, especially beyond the marketing and advertising world...

[Danielle · Rating 5 out of 5]

I really enjoyed this ethnography on the complexities of neoliberal globalization and food/culture. I really enjoyed the connections illustrated between growers and consumers and LOVED the concept of desire. It was really satisfying to see a concept that goes beyond need, but does not have the pettiness associated with want.

[Mckinley · Rating 2 out of 5]

A study of Mayan farmers growing new products to fit into a global market. Americans want this healthy vegetable year-round and some Mayan farmers are willing to risk growing it to better the lives of their families. What ties both together is 'desire'.
I skimmed this academic treatment.

[Alfonso Jimenez · Rating 4 out of 5]

A good look at how modern food systems have influenced decision making in the developing world, especially Guatemala, and the potential implications they may have on those living within the country.