A qualitative study on the perceptions on short food supply chains through focus groups with producers and consumers
Submitted: 2024-04-03
|Accepted: 2024-08-20
|Published: 2024-12-23
Copyright (c) 2024 Francisco J. Mesías, Carlos Diaz-Caro, Celia Sama-Berrocal, Eva Crespo-Cebada, Clementina Aguado-Gragera
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
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Keywords:
Short food supply chains, consumers, focus groups, preferences, producers
Supporting agencies:
Abstract:
The research analyses consumer perceptions of short food marketing channels (SFSCs) and the challenges for producers. Using a qualitative approach, 12 focus groups were conducted in different Spanish towns and cities, which allowed for the identification of advantages of SFSCs, such as product quality and personalised treatment. However, a significant lack of awareness among consumers was detected, especially in urban areas. Producers highlight the need for public support and effective strategies to improve visibility and overcome the challenges of direct marketing, highlighting the capacity of the SFSCs to revitalise trade.
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