ABSTRACT

The Stop Wasting Food Movements in Denmark is driven by a forceful leader, or front person, who manages the organisations through a virtual network where information about food waste is read and shared by more or less engaged people and organisations. The front person strategically uses the large amount of people involved in the virtual network, including powerful and recognised actors, to set an agenda in political and commercial domains. The virtual community is not tied together via a shared identity or in relation to other entities. Rather, it is designed as a virtual community that revolves around a potential: that its followers are part of a trajectory that may lead to a sustainable future. The relationship that defines the community is thus not synchronic, but rather diachronic: it is stretched towards future outcomes and consequences. The potentials of the movement may (or may not) be fulfilled, but their use today inspires us to imagine its potential as a critical stratum of social reality.