Locavore is a restaurant centered around the principles of sustainable agriculture: foodthat is organically, humanely, and sustainably raised from farms and cooperatives nofurther than 150 miles from Richmond - thus the "local" in Locavore. Like all restaurants,certain programmatic requirements were standard such as providing places to store,prepare, and eat the food, and restrooms. Yet the design of the space also helps answerthe following questions: How does sustainable differ from organic? Is local necessarily better than foreign? How does a restaurant embody community?

Master of Agribusiness / Department of Agricultural Economics / Kevin Gwinner / This research focuses on factors that serve as motivators or as barriers for consumers in their purchase of local beef. To understand the purchasing habits and preferences of the consumer, a designed survey was used. A convenience population was recruited and encouraged to participate in the survey online. Supporting local agriculture was found to be the highest motivating factor for purchase of local beef within the survey population. That was followed by taste, environment, humane treatment, and health benefits, in that order. Women agreed to all motivating factors at a statistically significantly rate greater than their male counterparts. Price was found to be the largest barrier to the purchase of local beef among the respondents. Lesser barriers were appeal of specifics, convenience, unfamiliar brand, and quality. Statistically significant differences were noted between respondents who had actually purchased local beef versus those that would consider such purchase. Respondents with prior purchasing experience did not perceive the listed barriers to be as inhibitory to their purchase as those who had no prior buying experience. Recommendations produced from this research encourage farmer groups and individual farms to focus on their customer characteristics through key motivating factors, women, and those supporting local agriculture. Finding ways to encourage consumers to try local beef should combat barriers to purchase. Farmers markets should create an experience that customers want to come to and enjoy and individual producers should be relatable and available to customers. Future research could include a large, randomized population of respondents that could give a more accurate description of the typical American consumer with opportunity to expand into other motivating or barrier influences. Other ideas for research could include other motivating and barrier factors, as well as open ended questions and focus groups to gain further insights into the consumer mind with regard to local beef.

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This dissertation identifies and investigates the characteristics of the early 21st-century social, economic, and political situation as intrinsically connected and grouped under the concept of corporatism. Starting from Gilles Deleuze and Félix Guattari’s schizoanalysis of capitalism, this thesis argues that corporatism or corporate capitalism is immanent: an interconnected, networked, rhizomatic system that has been successful at overtaking biopower – life in all its forms, human and otherwise – and managing it, or even making it its business. Methodologically, this dissertation aims to move beyond negative into creative critique, whose role is the uncovering of imagined or real alternatives to the problems of corporatism. Consequently, this dissertation is divided into four chapters that attempt to bring this methodology to life. Chapter 1 presents the theoretical basis of corporatism, modeled on the theories of Gilles Deleuze and Félix Guattari. Chapter 2 begins to exemplify corporatism by investigating three corporate examples. This chapter sheds light on the real-life functioning of three corporations, Hudson’s Bay Company, Walmart, and Unilever, while also connecting them to the theoretical genealogy of human social systems described by Deleuze and Guattari. Chapter 3 turns to literature as both a diagnostician of the contemporary corporatism, as well as an imaginative solution-provider. While not instrumentalizing literature, this chapter rather looks to three novels for both descriptions of the corporatist social machine and prescriptions on how to attempt to change it. The novels featured in this chapter are aligned with the creative critique methodology: from the negative and even reactionary critique of William Gibson’s Pattern Recognition, through the problems with the contemporary episteme illustrated by Margaret Atwood’s dystopic Oryx and Crake, to the alternative outlined by Scarlett Thomas in PopCo. Chapter 4 investigates real-life experiments in order to assess their viability in altering the present conditions of life. To this end, the last chapter couples theoretical Deleuze-Guattarian alternatives with two locavore books: Animal, Vegetable, Miracle: A Year of Food Life by Barbara Kingsolver, with Steven L. Hopp and Camille Kingsolver, and The 100-Mile Diet by Alisa Smith and J.B. MacKinnon. / English

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