The dark side of sustainable dairy supply chains

Purpose The purpose of this paper is to explore the dark side of supermarket-driven sustainable dairy supply chains. This paper raises questions about the unintended consequences of implementing sustainable supply chain management in the dairy food supply chain. It critically questions whether unintended consequences were actually, anticipated, as the course of action taken by retailers reinforces the dominant profitability discourse. Design/methodology/approach Through a critical management studies approach, this paper challenges the dominant discourse to shed light on the social consequences of the win-win sustainable supply chain management in the dairy food supply chain. The focus of this paper is on the experiences of farmers, taking their viewpoint of sustainable supply chains rather than taking the perspective of the multinationals who have traditionally been the focus of supply chain management research (e.g. McCarthyet al., 2018; Quarshieet al., 2016). Findings The study illuminates how retailers have bolstered their dominant position through using sustainable supply chains to exert further control over their suppliers. The management of sustainable supply chains has been a further catalyst in economically and socially dividing rural communities and creating tensions between dairy farmers. Originality/value This paper uses an ethnographic study to provide in-depth stories of the changes that took place within one farming community. It exposes the hidden ways in which the introduction of a sustainable dairy supply chain has created social and economic division, further reducing the collective power of dairy farmers through creating a dual supply chain.