South African wine farm worker heritage stories and the potential for ethical value generation: pilot study findings report

SMITH MAGUIRE, Jennifer (2021). South African wine farm worker heritage stories and the potential for ethical value generation: pilot study findings report. Project Report. (Unpublished)

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The pilot study focuses on the potential for South African wine farmworkers to take on a more active role as co-creators of winery brand value, and for wine farmworkers’ heritage stories to generate ethical value in a major export market (the UK). The project aims to: develop a multi-stakeholder perspective on South African wine farmworkers’ heritage stories (reflecting wine farmworkers and wine producers, and export market (UK) wine consumers and intermediaries); demonstrate the potential of farmworkers as active co-creators of winery ethical brand value, and of farmworker heritage stories for ethical value creation in a major export market (UK). A review of research on how ethical value generation and value claims are articulated in the premium wine market highlighted the shortcomings of certifications as devices for product differentiation. In contrast, research underscores the power of evidence-led, credible, authentic provenance stories for achieving competitive advantage for premium wineries. Provenance stories are understood as outcomes of co-creation processes involving multiple actors all along the value chain, yet farmworkers remain a largely absent and unacknowledged group of stakeholders—both as subjects of provenance stories and as storytellers. Findings are then reported from the five-phased qualitative, interpretivist research design, which explored the ways in which heritage, place and provenance shape South African wines’ presence in the marketplace, and the experiences, perceptions and evaluations of a network of stakeholders—farmworkers, producers, consumers, intermediaries—involved in the realization of brand value for South African wines. Key findings are summarized along with the potential implications and opportunities suggested as to the potential of farmworkers to be powerful frontline storytellers of evidence-led, credible, authentic provenance stories.

Item Type: Monograph (Project Report)
Additional Information: This pilot was carried out in collaboration with: • Ms Nikita-Marie Bridgeman, MSc • Mr Charles Erasmus • Ms Sharron Marco-Thyse This pilot was made possible through funding, assistance and contributions in kind from: • Sheffield Hallam University, Developing International Research Funding Opportunities (DIRFO) Scheme • UK & Ireland Principles for Responsible Management Education (PRME) Seed Funding Scheme • Wine Industry Value Chain Roundtable • Centre for Rural Legal Studies • Ms Vivian Kleynhans, Seven Sisters Winery
Uncontrolled Keywords: wine; heritage; ethical value; South Africa; Culture, Health, Environment, Food and Society Research Cluster (CHEFS)
SWORD Depositor: Symplectic Elements
Depositing User: Symplectic Elements
Date Deposited: 12 Jan 2021 11:36
Last Modified: 12 May 2021 19:27

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