Beyond organic? Discourses and practices around the institutionalization of alternative agriculture in Italy

In recent years, the organic sector has experienced unprecedented growth, primarily driven by increasing demand and institutional policies. However, this success is also being undermined by growing criticism and emerging challenges. More than ever, the organic sector appears to be a contested domain, characterized by diverse actors and new market players, each with different visions and interpretations of the term “organic”. This contribution aims to explore the various scenarios, perspectives, and discourses of the involved actors, critically illuminating the ambiguities and the governmentality that is steering the current phase of transition.