In-Dependent Structures

How can photography and its perceived objectivity be deployed to engage audience in
discussions about supermarket structures associated with political power by bringing its subjects
into scrutiny?

In-Dependent Structures is a visual ethnography of the duopolistic supermarket sector of

Aotearoa that is dominated by Foodstuffs Group and Woolworths New Zealand Limited. The body
of work explores the political ideologies, that influence and limit the choices of consumers in
these institutions, through the examination of structures associated with power and the
prioritisation of profit. Depicting floors, shelves, branding, currency and shopping bags, these
photographs offer conceptual perspectives that emphasise the context of their subjects beyond
mere aesthetic values.

Foodstuffs Group and Woolworths New Zealand Limited have long been supermarket giants in
Aotearoa. Our food prices remain high, even for our biggest exports such as the dairy industry,
due to the lack of competition from other major supermarket companies such as Aldi and Coles.
The absence of another major player in the sector is in part due to the small population of
Aotearoa1, as well as the scarcity of land suitable for new establishments2. In order to secure the
largest possible market, the duopoly would employ strategies that involve buying up potential
sites where competition may choose to move in or expand. This is exampled by Foodstuffs
strategic purchase of the Newtown Tip Top factory in 2009 where the company paid $8.25 million
for the property to inhibit further developments of Countdown Newtown3. Through this case
study, we can see how the land and floors of which supermarkets are built upon are political by
nature because of their relationship with capitalist ideologies that emphasise control and
manipulation. As objects, the floors of these institutional spaces support the duopoly and favour
neoliberalism.

To tighten their grasp on the market, regarding price and affordability to their customers,
Foodstuffs Group and Woolworths New Zealand Limited sell their home-brand products for
cheaper than their competitors because they do not have to pay for shelf space. This advantage
reinforces the dominance of the duopoly. For example, butter, an iconic product of Aotearoa, can
be found at both New World and Countdown supermarkets for $5.40 in their respective home-
brands. It is no coincidence that these are the cheapest butters one can buy. In this narrative, the
shelves and branding are thus accomplices in the act of supporting a non-egalitarian economic
structure. And perhaps, our total dependency on these private corporations for food and
groceries can be best reflected in the ubiquitous nature of their shopping bags.

Through my research into artists and writers who engage with photography, I was able to learn
about the importance of representation and the political power invested in the medium.
Consequently, this informed the way I approached and viewed my subjects, realising that it is
important to understand and consider the contexts that are embedded within their objectivity.

In-Dependent Structures does not serve as a representation of absolute truth nor is it made to
promote any one particular ideology. Instead, its perceived objectivity encourages its audience to
engage in discussions about the politics of display, choice and the free-market economy
associated with Aotearoa’s duopolistic supermarket sector.

1“Competition in NZ Supermarkets Needs Intervention and Innovation.” Stuff, 4 Aug. 2021, https://www.stuff.co.nz/
business/opinion-analysis/125969684/competition-in-nz-supermarkets-needs-intervention-and-innovation.

2 Crampton, Eric. “Why It’s so Hard to Launch a New Supermarket in New Zealand.” The Spinoff, 2 Aug. 2021, https://
thespinoff.co.nz/business/02-08-2021/why-its-so-hard-to-launch-a-new-supermarket-in-new-zealand/.

3“Newtown ‘boutique Retirement Village’ Earmarked for Former Tip Top Bread Factory at a Standstill.” Stuff, 22 Dec.
2017, https://www.stuff.co.nz/business/100111772/newtown-boutique-retirement-village-earmarked-for-former-tip-top-
bread-factory-at-a-standstill.