Can’t see the fruit for the trees : how social norms and discourses affect fruit-picking behaviour in Copenhagen

Abstract: People are moving from rural to urban areas at an unprecedented rate, resulting in a high concentration of people subsisting on outside resources being constantly brought in. This presents a variety of complex sustainability problems. It is a resource-intensive system susceptible to supply shocks which could threaten food security. Many foods grow in cities, such as fruits on city trees, so utilising these resources is a step towards reducing this vulnerability and improving urban sustainability and livability. I examined the case of Copenhagen, where fruit-picking is permitted but is not a widespread activity. In order to investigate why this is and what could be done to get people to use these resources, I conducted a discursive analysis of themes resulting from analysis of the municipal website, interviews with municipal employees and foraging groups and surveys with Copenhagen residents and self-identified fruit-pickers. Results showed that fruit-picking is largely excluded from the current discourse, and that the practice of fruit-picking is therefore largely perceived by residents to break social norms. The diffusion of innovations theory is used to conceptualise the process of change individuals go through within society in order to adopt an innovation, which in this case, refers to fruitpicking. Suggestions are made on how the municipality can help favour the adoption of this innovation, with normative confirmation of the legitimacy of the activity being a key factor for residents seeing it as a valued activity. Foraging groups also play a role in spreading and normalising the idea of fruit picking. Adoption of this innovation would result in a more resilient food system and improved social and environmental sustainability.