Earthfoods in Relation to my Project
I was accepted into the Earthfoods collective in Spring 2009. After 3 semesters of working there, I’ve found this business to be a dynamic place where talented individuals meet to make dreams derived from the scholarly atmosphere of UMass Amherst come true.
For this project Earthfoods has served as a catalyst through which I brought my poetry related events to life. Earthfoods has also been one of my most dear communities.

Earthlings in Fall 2009
Earthfoods is its Own Specific Beast
As I said in an earlier post, Earthfoods was established in 1976 during a unique time in UMass’ and the U.S.’s history when the term “power to the people” was not only a pop culture reference, but a popular slogan for scholars as well. Earthfoods Café is often perceived as a time warp or a place where people can come to remember a time when demonstrations protesting administrative decisions were the norm, health codes were barely to nonexistent, and capitalism was explicitly grappled with in a visible way. The café space definitely emits a bit of a hip vibe. From the compostable dishware overflowing out of compost bins to the motley attire of the Earthfoods crew to the colorful disorder of fliers, photos, and manifestos ever-present on the walls to the clamorous music (usually world or experimental jazz) oozing out of the doorway into the halls to so many other irregularities, Earthfoods Café constitutes as more of a spiritual experience than an eatery.
I believe that this is so because the Earthfoods experience is rooted in intricate history and business practices. In order to understand the business practices of Earthfoods Café, we have to examine the reasons why it came into being and upon what principles it was formed.
I compiled research for this part of the project by rummaging through preserved documents that are housed in UMass Amherst’s Center for Student Businesses and the W.E.B. Du Bois Library archives. I sadly found that there weren’t too many historical documents left from the past 33 years, but I found a few interesting memos that I will summarize below.
In one of the founding documents, dated November 20th, 1976 (7 months after Earthfoods was opened on UMass Amherst’s campus), Christo Boyd (one of the original founders of Earthfoods, and a part of the collective) wrote a memo that defined Earthfoods:
“We are a non-profit, vegetarian collective of UMass students dedicated to serving Peasant cuisine to the UMass community. We intend to educate, feed and interact with that community so as to pass on the awareness of solidarity on the absolute grassroots level: eating. If you are what you eat then we are intending on to create a well-fed, well-nourished clientele.”
A few crucial things we might want to take a closer look into are the following terms: “non-profit” “collective” “solidarity” and “grassroots” which are catchy buzz-words used in specialized subsets of society.
Non-Profit Organization- This word is self-explanatory. A non-profit business makes sure that there is no surplus profits made by the end of a financial term. In conventional business models (Ex: Starbucks Coffee) profits acquired over time are used to bolster the growth and development of a business, but only through the planning of owners and shareholders, which are not always the workers.
Today Earthfoods does make a slight profit off of the major entrees and desserts that it serves, but this profit is used as a way to cover the cost of opening and closing at the beginnings and ends of the semester.
Collective Identity/Business- A collective was the first group that took the initiative to form Earthfoods. The collective was a casual group of friends who developed a concern for eating well as students on a college campus. They put their ideas into practice, and to this day, collective identity plays a large part in Earthfoods’ actions.
Collective Identity of a Social Movement- There are many definitions for collectives floating around out there on the Internet, in scholarly papers, and in journals. This one that I’ve chosen resonates with my own experience as an Earthfoods Collective member.
“Participants’ shared sense of the movement as a collective actor—as a dynamic force for change— that they identify with and are inspired to support in their own actions. Elaborated more fully, a collective identity develops within an imagined world (e. g. , Wolford In Press)—or, to use another term, a figured world (Holland et al. 1998)—which is a realm of interpretation and action generated by the participants of a movement through their shared activities and commitments that imagines the terrain of struggle, the powers of opponents, and the possibilities of a changed world” (Holland).
What this dense and confusing piece of text is trying to say by gluing together a few different theories, is that a collective experience often provides an alternative reality experience for everyone involved. Because everyone begins to pour efforts into one project, the project begins to take on a personality that’s reflective of every collective member’s ideals and beliefs. This is unusual because companies and business enterprises usually try to survey popular culture and reproduce it so that their clientele feels comfortable in their spaces.
From another article entitled in the Encyclopedia of Small Businesses, I gleaned the following definition of collectives:
“A collective is comprised of a group of individuals pooling together their intellectual and financial resources in order to operate a business enterprise for their mutual benefit. Frequently, members have no specific job but rather contribute to projects if they have free time or specific strengths to add to a job. Members of the collective share equally in any monies left over after paying bills” (Hillstrom).
I like this definition because it makes it clear that everyone working in a collective has a stake in what’s happening at all times.

"Solidarnosc" Polish Slogan
Solidarity- Social theorist Émile Durkheim coined the concept “Social Solidarity” in 1893 when musing about religion in his book The Division of Labor in Society. He says that feelings of solidarity are encouraged “when individuals strongly identify with a collectivity” (Darity).
This word has many connotations. It’s been attached to mostly worker’s movements: For example: When the communist party in Poland was undergoing major economic upheaval in the 1980′s, Solidarity trade unions began developing as a way for workers to have more input in their enterprises (Teague). Another example of solidarity in history occurred in the 1960′s and 70′s when Pablo Neruda wrote poetry in solidarity with the Miner’s of Chile who were poorly treated by the government at the time.
What Boyd might have wanted the readers of this memo to take away is the idea that the formation of this business wouldn’t just bring wealth to the co-managers that ran Earthfoods, but that Earthfoods would be a movement to include and inform the community around it.

Amherst a Bit Beyond Sunrise
Grassroots- This word basically means “at its most basic and foundational level” and is used mostly to talk about communities in a politicized way. A grassroots community is one that exists outside of or despite the existence of bureaucratic governing bodies that choose to divide communities based on economic and political characteristics.
Now that we’ve defined these words to some degree, we can see that Earthfoods was planted into the UMass community with some powerful fertilizing concepts.
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In the Earthfoods handbook (an ever-changing document that keeps record of changes in the business’ constitution) Earthfoods’ mission statement is:
“To provide high quality vegetarian food at an inexpensive price to the UMASS community. Co-managers of Earthfoods take part in running an ecologically, economically, and socially conscious business based on the Principles of Co-operative Management.”
This is what Earthfoods collective members try to do each year in a nut shell, but the statement barely covers all of the bases because if you look at the statement made by Boyd above, Earthfoods is not only supposed to be a cooperatively-run business, but it should also adhere to the ideas of collectivism as it was written in the founding documents.

"Cooperation" by Stephanie Luke
Taking a closer look at the concept of Cooperative Businesses:
“A cooperative in its simplest sense is formed when individuals organize together around a common, usually economic, goal… A cooperative is autonomous and independent from other organizations. If it enters into a working relationship with another organization, the arrangement must ‘ensure the democratic control’ of members and maintain the independence of the organization” (Hilstrom). In addition to building an organization around a common goal, cooperatives must adhere to a few basic principles that are rooted in a British worker’s movement from 1844, called the Rochdale Principles.
The Rochdale Principles are made up a few significant pieces: 1) Membership is open and voluntary for anyone who wishes to be a part of the cooperative and willing to accept the responsibilities of being a cooperative member. 2) Membership processes are anti-discriminatory. 3) There is a board of directors, made up of cooperative members, that is decided on democratically. This board is held accountable by all of the cooperative members. 4) All business decisions are voted on democratically (a majority voting system) and each member has one vote.
In addition to the Rochdale Principles, there are a few more general practices that cooperatives usually adhere to. Cooperatives should provide members and volunteers with adequate training and “provide information on the benefits of cooperation to the public” (Hillstrom).
Earthfoods Today
As you can see from above, Earthfoods Café isn’t either a collective or a cooperative, it’s both. The way Earthfoods has reconciled the two ideologies is by saying that it is collectively managed and a “co-op in spirit.”
When Earthfoods opened it definitely resembled a cooperative style business more truly than it does today. In 1976 (until I’m not sure when) the collective members that started Earthfoods took on roles as cooperative members, but also opened up membership to anyone in the UMass/Amherst community who wanted to volunteer in exchange for food or apply for membership in order to receive a very impressive salary of $2.30 per hour. All of the business meetings were open to the public and decisions were voted on democratically.
Today, Earthfoods’ membership is capped at 23 members that must be full-time UMass Amherst students. All business meetings are closed unless individuals arrange with a committee or a co-manager to attend. Co-managers are paid a salary that they decide is appropriate for the amount of work they’ve done on a week-to-week basis. Collectivism has definitely played a larger role in Earthfoods’ identity of late. All decisions having to do with business practices and Earthfoods’ administrative structures have to be voted on through consensus (also called Consensus Decision-Making) as opposed to abiding by the will of a majority. This means that each and every one of the 23 Earthlings must vote in favor of a proposal to change any part of the business. If one Earthling votes to block a proposal, it is taken off the table.

Model for Consensus Decision-Making
The cool thing about consensus decision-making is that it encourages co-managers to put personal biases aside and to think about what decisions would work best for the business. Voting through consensus also teaches co-managers to think in terms of cooperation, not competition. Competition is often times what results from a superficial democratic process. People begin to believe their own ideas are the most important or the most pertinent in every situation, so they might try to sell their ideas as opposed to listen and search for the best idea. Consensus creates a system of checks-and-balances in an interpersonal as well as intrapersonal (relationship within the self) within decision-making processes.
Collectivism also plays out in Earthfoods’ business model in the committee structure where Earthlings are put in charge of certain tasks after they are elected to a committee.
Not only does Earthfoods Café serve peasant food (rice, beans, and kale), but Earthlings also serve complex dishes from all over the world (curries, sushi, cacciatore, burgers, etc.) at prices that undercut those of the surrounding cafeterias on campus.
Another thing that is wildly different from the earlier years is that Earthfoods’ collective no longer owns its own means of production. This means that at some point Earthfoods’ collective members owned or rented the spaces where they cook and serve food on campus. Now the university owns these spaces and has an umbrella group, called the Center for Student Businesses, overseeing all of the operations of student-run businesses on campus. Today, Earthfoods’ business is operated as more of an educational venture than an independent business.
Local Heroes

Students Working at UMass' Extension Farm
Even with all of the shifts in power and business practices, Earthlings consistently try to stay true to the original mission by supporting other local business ventures, maintaining business practices that encourage community building, and thinking about the sustainability of the business on environmental+social+economic levels .
In the winter, Earthfoods Café purchases all of its kale, carrots, onions, and a few other crops from UMass Amherst’s student-run extension farm. The student extension farm offers Campus Supported Agriculture Shares for summer and fall… If you are interested in purchasing a share, please contact us through
email: studentfarm.enterprise@gmail.com.
Earthfoods Café also maintains a relationship with CISA- Community Involved in Sustaining Agriculture, which is a local organization that catalogues sustainably interested and involved businesses in the U.S. who understand the importance of supporting local agricultural ventures.
Co-Managing a Collectively Run Business as a Student

All-Staff Facilitator: Mari Nazarro
As a co-manager at a collectively run student business, I often think to myself:
WHAT DO WE THINK WE ARE DOING?!
The business that I help run is incredibly complex. It’s ever-changing due to the intense turnover rate as students come and go with graduation dates. And it’s usually incredibly difficult to think in terms of a collective, seeing as I was brought up in a hyper-capitalistic, competitive country where time=money, and conversations that cater to the emotion are conventionally considered impractical and unprofessional.
We strive to build our business through the creation of Collective Wisdom, defined by William Darity as “the notion that the totality of knowledge, experience, and skills possessed by the members of a group, whether large or small, typically exceeds that of any individual in the group, and that the members acting in concert are thus capable of judgments, problem-solving, and decision-making that will lead to better outcomes than one could expect of any one of them acting alone.” This idea that “two heads are better than one” is incorporated into Earthfoods’ business structure through and through. We learn everything through insightful conversations with one another.

A Business Meeting
Sources Used:
Collier Hillstrom, Laurie, and Kevin Hillstrom. “Encyclopedia of Small Businesses.” Cooperatives. 2nd ed. Detroit: Gale, 2002. 247-49. Gale Virtual Reference Library. Web.
Darity, William A. “Collective Wisdom.” International Encyclopedia of the Social Sciences. 2nd ed. Vol. 2. Detroit: Macmillan Reference USA, 2008. 9-10. Gale Virtual Reference Library. Web.
Darity, William A. “Solidarity.” International Encyclopedia of the Social Sciences. 2nd ed. Vol. 8. New York: Macmillan Reference USA, 2008. 23-25. Gale Virtual Reference Library. Web.
Holland, Dorothy, Gretchen Fox, and Vinci Daro. “Social Movements and Collective Identity: A Decentered, Dialogic View.” Anthropological Quarterly 81.1 (2008): 95-126. JSTOR. Web.
Teague, Elizabeth. “Solidarity Movement.” Encyclopedia of Russian History. Vol. 4. New York: Macmillan Reference USA, 2004. 1422. Gale Virtual Reference Library. Web.