Build in Sustainable Development and They Will Come: A Vegetable Field of Dreams Available to Purchase

Describes three approaches to incorporating sustainable development into the agri‐food system. Presents the argument that long‐term sustainable development demands trans‐formational change, whereas stop‐gap sustainable development measures can be introduced on an add‐on piecemeal basis. Rooted in strategic choice theory and the punctuated equilibrium paradigm, focuses on how ideology influences organizational design, and compares the current agri‐food system with Community Shared Agriculture (CSA) and the Seikatsu Club. The current agri‐food system protects the environment by regulating the use of environmentally‐unfriendly agricultural practices and chemicals. The Seikatsu Club provides economic incentives for farmers to emphasize sound ecology. CSA values ecological and economic concerns equally, with an additional emphasis on social justice. Discusses implications for future study of changes that incorporate sustainable development.