Short Food Supply Chains: rebuilding consumers’ trust.

Abstract

Whereas population is showing increasing distrust rates in the regular agri-food system, Alternative Food Networks (AFN) are gradually gaining space. This paper analyses the role of a specific kind of AFN, Short Food Supply Chains (SFSCs) and its contribution to the restoration of consumers’ trust in Spain. An online survey (n= 423) focus on trust and concern over food safety was conducted. The survey was addressed to very concerned and active consumers, which are interesting because they represent a powerful consumers’ profile from the policies point of view. Principal Component Analysis (PCA) studied consumers’ preferences on the different SFSC categories. This paper draws a map that signals which of SFSC attributes (such as labelling, common values or direct contact with producers) are more relevant in order to build consumers’ trust. In addition, this paper offers a classification of SFSC consumers according to their priorities. The information provided by the article offers ideas to policy makers and producers for designing their marketing strategies according to different consumers’ demands.