Volume 121 - Issue 2

Short Food Supply Chains (SFSCs) are central to the alternative food movement discourse. SFSCs are based upon the interrelations among actors who are directly involved in the production, processing, distribution, and consumption of food products. They depend upon actors mobilising resources of various kinds: skills; knowledge; labour; capital; buildings etc. External factors such as policies and regulations can also encourage the creation of these shorter chains. The development of SFSCs can still be hindered by a range of other factors. Nevertheless, bottlenecks can be overcome via the sharing of information on successful SFSCs through the dissemination of Good Practices between various actors and territories. The Short Supply Chain Knowledge and Innovation (SKIN) project uses the term ‘good’ rather than ‘best’ practice to draw attention to the subjective lens through which a practice is ultimately evaluated by an end-user. This paper first outlines the many issues that confront SFSC actors which represent bottlenecks to the adoption of ‘Good Practices’. It then documents the Good Practices collected as part of the SKIN project as tangible examples of how SFSCs overcome such challenges. Lessons learnt from project highlights are subsequently assessed in an effort to mitigate and offer solutions to the challenges associated...

A “farmers’ market” identifies a common area where farmers meet periodically to sell food products which do not need to be processed before consumption. Farmers’ markets have recently experienced steady growth mainly due to increasing demand for traditional foods and rising consumers’ interest towards locally produced food products. It is also the case that they provide transparency along the supply chain and decrease information asymmetries. This study attempts to define the farmers and consumers of farmers’ markets in terms of both their socio-demographic and their attitudinal characteristics. Data gathering was performed carrying out face-to-face interviews with sixty farmers and consumers. The study findings show that the majority of consumers purchasing at farmers’ markets are women, with an average age of 49 and with a high level of education. They attach great value to the availability of fresh and organic products with a good value for money. Farmers, by contrast, are mainly male, with an average age of 45 years, a high school degree and several years of experience in farming. They value more the creation of a direct and durable relationship with consumers in order to convey information about the quality and authenticity of their products. The study offers useful...

This paper investigates the current research on how consumers select the foods they buy and how they define ‘quality’. Consumer decisions are complex and whilst a few consumers prioritise local above all other factors when selecting food, for most local is simply one of multiple factors which influence the food choices they make. Short Food Chains are not necessarily local but are based on supply chains with fewer steps in the chain from producer to consumer. Short Food Chains ensure that more of the value of the food is returned to producers and allows consumers to have a more direct connection to where and how their food was produced. Short Food Chains tend to exhibit features which consumers increasingly value, whether these be traceability and provenance, organic, familiarity, tradition or a connection to a specific place and culture. These strengths of Short Food Chains suggest that there is real potential to see major growth in this sector in the coming decade. As Kotler observed, you have to sell to the pocket, the heart and the soul and, in the food sector, embracing Short Food Chains can help producers to do this.

This paper is the first study to explore the intention of entrepreneurs operating in the Short Food Supply Chain to adopt electric mobility inside their business. For this purpose, a case study approach was chosen, employing a questionnaire based on the Theory of Planned Behaviour and the New Ecological Paradigm to investigate the determinants affecting this intentional behaviour. The empirical analysis has been carried out in the city of Palermo (Italy), involving 42 entrepreneurs who participate in farmer’s markets. Results show that entrepreneurs with higher levels of intention to introduce sustainable means of transport, such as electric vehicles, are the most concerned about the environment and the delicate balance of natural ecosystems. Moreover, the more frequently local farmers participate in local markets, the higher is their intention to adopt electric vehicles for their business. The preliminary results here discussed enrich the existing literature and provide interesting insights for Short Food Supply Chain entrepreneurs and policy makers, paving the way for future research into this topic.

Consumers have great power in the marketing process and social media represents an opportunity for farmers/producers to promote and strengthen ties with consumers by building short supply chains. Current business trends involving the application of social media for communication with costumers can also be observed among farmers/producers. The paper studies the use of social media by farmers/companies – here, the EU SKIN project partners registered within the SKIN Good Practice Repository. A first step included investigation of company webpages (native language version), which usually provided a general background to the company’s activities and information about its products. A Facebook page was identified as the primary social media channel (used by 81% of the investigated group) as farmers/producers who did not have it also did not refer to any other social media. Research results indicate a relatively wide audience for the Facebook pages of farmers/producers (numbers of likes and followers) but interactions with consumers are limited (a low number of comments and sharings). The conclusion is implied that a number of farmers/producers use social media for providing information but they mostly interact with their costumers offline.

The way in which food reaches consumers is a high profile component of the food chain’s Greenhouse Gas (GHGs) emissions, but is changing rapidly as technology facilitates online and new targeted logistic solutions which deliver directly to the consumer’s home, workplace or other convenient locations. The challenge is how can new, more fragmented supply chains be developed without increasing GHGs emissions. More broadly speaking, digitalisation is transforming how all food logistics functions. This allows consumers to connect more directly with both farmers and food producers, in Short Food Chains (SFCs), which help the former to understand more about the source of their food and how it was produced. This paper aims to analyse the current SFCs’ challenges, with particular attention paid to fresh products, taking into account the evolution of consumers and market trends as well as the transformation of logistics. The analysis is based on evidence and examples from across Europe. New direct delivery food logistics models could help consumers access supplies of fresh products more easily, improve consumer health and reduce the high waste levels and carbon emissions, which represent key challenges for many European fresh product supply chains. Food suppliers would also benefit by securing more of...

This article investigates the roles that locally produced, processed and marketed food (Local Food System) play in rural tourism and local socio-economic development. It is the first account of a 3 years’ research project (LO-KÁLI) exploring a successful Hungarian rural tourism destination, investigating both the demand side (what attracts tourists to pay for premium products/services); and the supply side (what attitudes, norms, values keep producers in their business). We contrast the externally perceived image (‘genius loci’) of the region (‘Hungarian Provence’, together with its cultural landscape, gastronomy, and social and environmental sustainability) with the impacts of the current development process on the environment and the general wellbeing of the local economy and society in reality. This article presents some of the theories and the analytical framework underpinning our project, alongside preliminary results on how the elements contributing to tourist attraction are perceived by locals and by visitors to the region.