Alternatively, let’s suggest the supply circle. The supply circle might be thought of as a production and consumption system that engages consumers directly in the processes that bring everything from shirts to apples across communities and the globe. Rather than focusing on bringing chicken from the US to Mexico or vice versa in the case of avocados, the supply circle incentivizes community members and local food producers to organize an ethical food system based on cooperation and collaboration. In this instance, community members and farmers both become prosumers, consumers who are also producers depending on their vantage point.
Skipping over the complicated math that Marx utilizes to explain his theory, let’s get to why commodity fetishism matters today, post-Cold War and long after the western Industrial Revolution. As globalisation has made our economies increasingly both fragmented and interconnected, we have seen how the larger consequences of our economic actions have become obfuscated. These consequences include deteriorating environmental conditions and global warming, abhorrent working conditions and even the exploitation of modern slave labor, and prices being inaccurate representations of the costs of production. The urgency to reconsider how our individual, community, and organizational actions affect in the global economy is evident now more than ever.