“ If They Only Knew ” : Color Blindness and Universalism in California Alternative Food Institutions ∗

This article takes on the cultural politics of “if they only knew” as it relates to alternative food practice. It draws on surveys and interviews of managers of two kinds of alternative food institutions—farmers’ markets and community-supported agriculture—to illustrate the color-blind mentalities and universalizing impulses of alternative food discourse. The ways in which these discourses instantiate whiteness may have a chilling effect on people of color who tend not to participate in these markets proportionate to whites. Minor exclusionary practices may have profound implications for shaping projects of agro-food transformation.