L’art des bergers et les moutons qualifiés Les figures sociales en jeu sur le marché agricole

On the basis of meticulous chronicles kept about the making of mutton in the Barèges valley in the French Pyrenees, this sociological study of markets examines changes in the complex relations formed between economic interests and local identities in farming. In the 1970s, pressure to standardize mutton for sale on a national market tended to efface the specific characteristics of local produce from this area in particular. In the 1980s however, producers tried to resist in various ways — direct sales in 1984, a brand name strategy in 1987 — against this loss of specificity in an undifferentiated marketplace. In 1995, a label of origin (AOC) was drawn up that not only singled out and stabilized local produce but also redefined groups of actors, ranging from producers who now focus on quality produce to consumers who increasingly look like gourmets searching for “originality”. Furthermore, this certification process led to closely linking the production and sale of produce to the promotion of a redefined local identity, which we might have imagined as being threatened owing to the expansion of business rationales.