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Public Agronomy: Norman Borlaug as ‘Brand Hero’ for the Green Revolution

2012; Taylor & Francis; Volume: 48; Issue: 11 Linguagem: Inglês

10.1080/00220388.2012.713470

1743-9140

James Sumberg, D. R. Keeney, Benedict Dempsey,

Wine Industry and Tourism

Abstract This article examines the role played by Norman Borlaug in promoting the notion of Green Revolution as a way to rapidly transform agriculture in the developing world. It develops the argument that Borlaug used his profile as a 'public agronomist', gained through his successful breeding of semi-dwarf wheat varieties, to actively and instrumentally bolster the case for Green Revolution style agricultural development. In effect he played and continues to play the role of a 'brand hero' for the Green Revolution.