Breadcrumbs Section. Click here to navigate to respective pages.
Chapter

Chapter
The milk in the sink: waste, date labelling and food disposal
DOI link for The milk in the sink: waste, date labelling and food disposal
The milk in the sink: waste, date labelling and food disposal book
The milk in the sink: waste, date labelling and food disposal
DOI link for The milk in the sink: waste, date labelling and food disposal
The milk in the sink: waste, date labelling and food disposal book
ABSTRACT
That disposal is an important stage in the consumption process is clearly recognised in consumption studies (Evans, 2012; Cherrier, 2009; Gregson, Metcalfe, & Crewe, 2007). Previous research emphasises the role of disposal in the organisation of identity and social relations (see Cherrier, 2009; Price, Arnould, & Curasi, 2000). Following Munro (1995), Cappellini (2009) suggests that it is not merely in extraordinary consumption (for example, acquiring, appreciating, using) that we stage and reaffirm social relations, but also in everyday divestment practices such as consuming leftovers (see also Närvänen, Mesiranta, & Hukkanen, Chapter 15). Also previous research has further investigated the explicit relationship between date labelling and food waste. For instance, Milne (2013) argues that today’s normative use of date labelling, that is, not disposing of food unnecessarily, has become part of the exercise of environmentally conscious consumer-citizenship (Milne, 2013; see also Mourad & Barnard, Chapter 16). However, extant research also stresses that date labels shape consumption by overriding sensory perception and may stigmatise expired products (Sen & Block, 2009; Wansink & Wright, 2006; Tsiros & Heilman, 2005). This suggests that date labelling expands the possibility that people will choose to dispose of products as waste rather than consuming them as it was intended. The political interests served by food date labelling incorporate the autonomy and, to a certain extent, the very life and health of the consumer (Swedish Government, 2006). French philosopher Michel Foucault refers to this political exercise of power so characteristic of contemporary societies as ‘bio-power’ (Foucault, 1980). This chapter draws greater attention to this power and the potential that date labelling holds for the construction and shaping of consumption. More specifically, it addresses the associated determination of food disposal by investigating how it prompts consumers to reflect on their personal food consumption in relation to the body. This is achieved by drawing on a larger study and a qualitative discourse analysis of food date labelling in the Swedish market (Yngfalk, 2012). Accordingly, data have been gathered from readings of official government documents and materials collected from the Swedish NFA, and qualitative interviews with consumers using the date labels in the practice of the meal.