«From the Dictatorship of Supply to the Democracy of Demand»? Transgenics, Organics and the Demand Dynamics in the Agrofood System - Much of the agrofood literature concurs in identifying a shift from a supply to a demand-oriented production system as from the mid ’70s in the major industrialised economies, coinciding with a substitution of quality for quantity/price criteria as the basis of competition and marketing strategy. How, therefore, are we to account for the current efforts to introduce transgenics into the agrofood system, so clearly based on a supply-drive strategy and, significantly enough, led by upstream agrichemical transnationals? And, moreover, how are we to account for the unprecedented mobilisation against transgenics, most notably in Europe, Brazil and India but taking on global dimensions in the course of the Seattle Wto negotiations? In parallel, the ’90s saw an explosion in organic food demand, largely on the margins of the dominant agrofood system, which the market leaders have been forced to adapt to. Understanding these challenges means critical revision of demand and consumer theory as it affects the specific dynamics of the agrofood system. The present article is intended as a contribution in this direction.