Local Food at Italian Farmers’ Markets: Three Case Studies
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Published
Jun 4, 2010
Riccardo Vecchio
Abstract
Despite the massive industrialization of the world agri-food system and the consequent detachment of food production from its consumption, several studies, conducted in Italy as well as in other European countries and in the United States, have shown growing consumer interest in recent years towards the local attribute of food. In this framework, farmers’ markets are perceived increasingly as key institutions in the trend towards a less industrialized agriculture and as vital developers of a strong link between urban consumers and rural food producers. Although a plethora of theoretical and empirical research on farmers’ markets can be retrieved in academic literature, important questions still remain concerning the demand and supply of locally produced goods at these forms of direct sale. The current article, presenting the results of consumers’ focus group discussions, in-depth interviews with vendors and direct observation at three Italian markets (Montevarchi, Naples and Potenza) provides empirical support that the desire to purchase locally produced food is not high on the list of surveyed shoppers’ priorities.
How to Cite
Vecchio, R. . (2010) “Local Food at Italian Farmers’ Markets: Three Case Studies ”, The International Journal of Sociology of Agriculture and Food. Paris, France, 17(2), pp. 122–139. doi: 10.48416/ijsaf.v17i2.263.
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References
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ALLEN, P., FITZSIMMONS, M., GOODMAN, M. and WARNER, K. (2003) Shifting plates in the agrifood landscape: the tectonics of alternative agrifood initiatives in california, Journal of Rural Studies, 19, pp. 61–75.
BOYLE, D. (2003) Authenticity: Brands, Fakes, Spin and the Lust for Real Life. London: Flamingo.
BROWN, A. (2002) Farmers’ market research 1940–2000: an inventory and review, American Journal of Alternative Agriculture, 17, pp. 167–176.
BROWN, C. (2003) consumers’ preferences for locally produced food: a study in Southeast Missouri, American Journal of Alternative Agriculture, 18, pp. 213–224.
BROWN, E., DURY, S. and HOLDSWORTH, M. (2009) Motivations of consumers that use local, organic fruit and vegetable box schemes in central england and Southern France, Appetite, 53, pp. 183–188.
BRUNORI, G. (2007) Local food and alternative food networks: a communication perspective, Anthropology of Food, S2, March, published online < http://aof.revues.org/index430.html>.
BRUNORI, G. and ROSSI, A. (2000) Synergy and coherence through collective action: some insights from wine routes in Tuscany, Sociologia Ruralis, 40, pp. 409–423.
CARBONE, A. (2003) The role of designation of origin in the italian food system, in: S. GATTI, E. GIRAUDHÉRAUD
and S. MILI (eds) Wine in the Old World: New Risks and Opportunities, Milano: Franco angeli, pp. 29–39.
CHAMBERS, S., LOBB, A., BUTLER, L., HARVEY, K. and TRAILL, W.B. (2007) Local, national and imported foods: a qualitative study, Appetite, 49, pp. 208–213.
COLANERI, P. (2008) Mercati riservati alla vendita diretta da parte degli imprenditori agricoli, Economia ediritto agroalimentare, 13(1), pp. 145–151.
COLDIRETTI and AGRI2000 (2008) Osservatorio internazionale sulla vendita diretta nelle aziende agricole, III Rapporto.
Rome: coldiretti.
DARBY, K., BATTE, M.T., ERNST, S. and ROE, B. (2008) decomposing local: a conjoint analysis of locally produced foods, American Journal of Agricultural Economics, 90, pp. 476–486.
DAVIES, B.J. and FLEMMER, M. (1995) consumer behaviour convergence in the european Union, Service Industries Journal, 154, pp. 177–190.
DUPUIS, E.M. and GOODMAN, D. (2005) Should we go ‘home’ to eat? Toward a reflexive politics of localism, Journal of Rural Studies, 21, pp. 359–371.
FABRIS, G. (2003) Il nuovo consumatore verso il postmoderno. Milano: Franco angeli.
FEAGAN, R. (2007) The place of food: mapping out the ‘local’ in local food systems, Progress in Human Geography,
31, pp. 23–42.
FEAGAN, R., MORRIS, D. and KRUG, K. (2004) Niagara region farmers’ markets: local food systems and sustainability
considerations, Local Environment, 9, pp. 235–254.
FEENSTRA, G. (2002) creating space for sustainable food systems: lessons from the field, Agriculture and Human Values, 19, pp. 99–106.
FONTE, M. (2008) Knowledge, food and place. a way of producing, a way of knowing, Sociologia Ruralis, 48, pp. 200–222.
GALE, F. (1997) direct farm marketing as a rural development tool, Rural Development Perspectives, 12(2), pp. 19–25.
GILG, A. and BATTERSHILL, M. (1998) Quality farm food in europe: a possible alternative to the industrialised food market and to current agri-environmental policies: lessons from France, Food Policy, 23, pp. 25–40.
GIRAUD, K.L., BOND, C.A. and BOND, J.J. (2005) consumer preferences for locally made specialty food products across northern New england, Agricultural and Resource Economics Review, 34(2), pp. 204–216.
GOODMAN, D. (2003) The quality ‘turn’ and alternative food practices: reflections and agenda, Journal of Rural Studies, 19, pp. 1–7.
GOVINDASAMY, R., ITALIA, J., ZURBRIGGEN, M. and HOSSAIN, F. (2002) Predicting consumer willingness-topurchase
value-added products at direct agricultural markets, Journal of Food Products Marketing, 8, pp.1–15.
GRIFFIN, M.R. and FRONGILLO, E.A. (2003) experiences and perspectives of farmers from upstate New York farmers’ markets, Agriculture and Human Values, 20, pp. 189–203.
GRUNERT, K.G. (2005) Food quality and safety: consumer perception and demand, European Review of Agricultural Economics, 32, pp. 369–391.
GUPTILL, A. and WILKINS, J.L. (2002) Buying into the food system: trends in food retailing in the US and implications for local foods, Agriculture and Human Values, 19, pp. 39–51.
GUTHMAN, J. (2002) commodified meanings, meaningful commodities: re-thinking producer–consumer links through the organic system of provision, Sociologia Ruralis, 42, pp. 295–311.
HENDRICKSON, M.K. and HEFFERNAN, W.D. (2002) opening spaces through relocalization: locating potential resistance in the weaknesses of the global food system, Sociologia Ruralis, 42, pp. 347–369.
HENSELEIT, M., KUBITZKI, S. and TEUBER, R. (2007) determinants of consumer preferences for regional food, in: M. CANAVARI, D. REGAZZI and R. SPADONI (eds) International Marketing and International Trade of Quality Food Products, Proceedings of the 105th Seminar of the european association of agricultural economists, Bologna: edizione avenue media, pp. 55–67.
HINRICHS, C. (2000) embeddedness and local food systems: notes on two types of direct agricultural market, Journal of Rural Studies, 16, pp. 295–303.
HINRICHS, C., GILLESPIE, G. and FEENSTRA, G. (2004) Social learning and innovation at retail farmers’ markets, Rural Sociology, 69, pp. 31–58.
HOLLOWAY, L. and KNEAFSEY, M. (2000) Reading the space of the farmer’s market: a case study from the United Kingdom, Sociologia Ruralis, 40, pp. 285–299.
HOLLOWAY, L., COX, R., VENN, L., KNEAFSEY, M., DOWLER, E. and TUOMAINEN H. (2006) Managing sustainable farmed landscape through ‘alternative’ food networks: a case study from italy, Geographical Journal, 172, pp. 219–229.
HOLLOWAY, L., KNEAFSEY, M., VENN, L., COX, R., DOWLER, E. and TUOMAINEN, H. (2007) Possible food economies: a methodological framework for exploring food production-consumption relationships, Sociologia Ruralis, 47, pp. 1–19.
ILBERY, B. and KNEAFSEY, M. (2000) Producer constructions of quality in regional speciality food production: a case study from south west england, Journal of Rural Studies, 16, pp. 217–230.
ILBERY, B. and MAYE, D. (2005) alternative (shorter) food supply chains and specialist livestock products in the Scottish–english border, Environment and Planning A, 37, pp. 823–844.
ILBERY, B. and MAYE, D. (2006) Retailing local food in the Scottish–english borders: a supply chain perspective,
Geoforum, 37, pp. 352–367.
ILBERY, B., MORRIS, C., BULLER, H., MAYE, D. and KNEAFSEY, M. (2005) Product, process and place: an examination
of food marketing and labelling schemes in europe and North america, European Urban and Regional Studies, 12, pp. 116–132.
ISTAT (2009) I consumi delle famiglie: anno 2008. Published online
KEZIS, A., GWEBU, T., PEAVEY, S. and CHENG, H. (1998) a study of consumers at a small farmers’ market in Maine: results from a 1995 survey, Journal of Food Distribution Research, 29, pp. 91–99.
KIRWAN, J. (2004) alternative strategies in the UK agro-food system: interrogating the alterity of farmers’ markets, Sociologia Ruralis, 44, pp. 395–415.
KIRWAN, J. (2006) The interpersonal world of direct marketing: examining conventions of quality at UK farmers’ markets, Journal of Rural Studies, 22, pp. 301–312.
KRUEGER, R.A. (1988) Focus Groups: A Practical Guide for Applied Research. Newbury Park, ca: Sage Publications.
KUZNESOF, S., TREGEAR, A. and MOXEY, A. (1997) Regional foods: a consumer perspective, British Food Journal, 99(6), pp. 199–206.
LA TROBE, H. (2001) Farmers’ markets: consuming local rural produce, International Journal of Consumer Studies, 25, pp. 181–192.
LUOMALA, H.T. (2007) exploring the role of food origin as a source of meanings for consumers and as a determinant of consumers’ actual food choices, Journal of Business Research, 60, pp. 122–129.
MARSDEN, T.K. (2004) The quest for ecological modernisation: re-spacing rural development and agri-food studies, Sociologia Ruralis, 44, pp. 129–146.
MARSDEN, T.K., BANKS, J. and BRISTOW, G. (2000) Food supply chain approaches: exploring their role in rural development, Sociologia Ruralis, 40, pp. 424–438.
MONTANARI, M. (1994) The Culture of Food, oxford: Blackwell.
MORRIS, C. and BULLER, H. (2003) The local food sector: a preliminary assessment of its form and impact in Gloucestershire, British Food Journal, 105, pp. 559–566.
NOMISMA (2007) Il fuori casa in Italia: stato dell’arte, dinamiche, nuovi trend del consumo extra-domestico. Published
online.
ONIANWA, O., MOJICA, M. and WHEELOCK, G. (2006) consumer characteristics and views regarding farmers markets: an examination of on-site survey data of alabama consumers, Journal of Food Distribution Research, 37, pp. 119–125.
REGMI, A., TAKESHIMA, H. and UNNEVEHR, L.J. (2008) Convergence in Global Food Demand and Delivery, economic Research Report 56. Washington, dc: USda.
RENTING, H., MARSDEN, T. and BANKS, J. (2003) Understanding alternative food networks: exploring the role of short food supply chains in rural development, Environment and Planning A, 35, pp. 393–411.
ROMANO, D. and ROCCHI, B. (2006) Tipicamente buono. Prodotti tipici, percezioni di qualità lungo la filiera e possibilità
di sviluppo del mercato. Milano: Franco angeli.
ROSSI, A., BRUNORI, G. and GUIDI, F. (2008) i mercati contadini: un’esperienza di innovazione di fronte ai dilemmi della crescita, Rivista di diritto alimentare, 2(3), pp. 1–11.
SAGE, C. (2003) Social embeddedness and relations of regard: alternative ‘good food’ networks in southwest ireland, Journal of Rural Studies, 19, pp. 47–60.
SENAUER, B. and VENTURINI, L. (2004) The Globalization of Food Systems: A Conceptual Framework and Empirical Patterns, Working Paper. University of Minnesota.
SMITHERS, J., LAMARCHE, J. and JOSEPH, A.E. (2008) Unpacking the terms of engagement with local food at the farmers’ market: insights from ontario, Journal of Rural Studies, 24, pp. 337–350.
SONNINO, R. and MARSDEN, T.K. (2006) Beyond the divide: rethinking relationships between alternative and conventional food networks in europe, Journal of Economic Geography, 6, pp. 181–199.
STEFANI, G., ROMANO, D. and CAVICCHI, A. (2006) consumer expectations, liking and willingness to pay for
specialty foods: do sensory characteristics tell the whole story?, Food Quality and Preference, 17, pp. 53–62.
TREGEAR, A. and NESS, M. (2005) discriminant analysis of consumer interest in buying locally produced foods, Journal of Marketing Management, 21, pp. 19–35.
TREGEAR, A., KUZNESOF, S. and MOXEY, A. (1998) Policy initiatives for regional foods: some insights from consumer research, Food Policy, 23(5), pp. 383–394.
VENN, L., KNEAFSEY, M., HOLLOWAY, L., COX., R., DOWLER, E. and TUOMAINEN, H. (2006) Researching european ‘alternative’ food networks: some methodological considerations, Area, 38, pp. 248–258.
VERHAEGEN, I. and VAN HUYLENBROECK, G. (2001) costs and benefits for farmers participating in innovative
marketing channels for quality food products, Journal of Rural Studies, 17, pp. 443–456.
WATTS, D.C.H., ILBERY, B. and MAYE, D. (2005) Making reconnections in agro-food geography: alternative
systems of food provision, Progress in Human Geography, 29, pp. 22–40.
WEATHERELL, C., TREGEAR, A. and ALLINSON, J. (2003) in search of the concerned consumer: UK public perceptions
of food, farming and buying local, Journal of Rural Studies, 19, pp. 233–244.
WINTER, M. (2003) embeddedness, the new food economy and defensive localism, Journal of Rural Studies, 19, pp. 23–32.
WOLF, M.M., SPITTLER, A. and AHERN, J. (2005) a profile of farmers’ market consumers and the perceived advantages of produce sold at farmers’ markets, Journal of Food Distribution Research, 36, pp. 192–201.
ALLEN, P., FITZSIMMONS, M., GOODMAN, M. and WARNER, K. (2003) Shifting plates in the agrifood landscape: the tectonics of alternative agrifood initiatives in california, Journal of Rural Studies, 19, pp. 61–75.
BOYLE, D. (2003) Authenticity: Brands, Fakes, Spin and the Lust for Real Life. London: Flamingo.
BROWN, A. (2002) Farmers’ market research 1940–2000: an inventory and review, American Journal of Alternative Agriculture, 17, pp. 167–176.
BROWN, C. (2003) consumers’ preferences for locally produced food: a study in Southeast Missouri, American Journal of Alternative Agriculture, 18, pp. 213–224.
BROWN, E., DURY, S. and HOLDSWORTH, M. (2009) Motivations of consumers that use local, organic fruit and vegetable box schemes in central england and Southern France, Appetite, 53, pp. 183–188.
BRUNORI, G. (2007) Local food and alternative food networks: a communication perspective, Anthropology of Food, S2, March, published online < http://aof.revues.org/index430.html>.
BRUNORI, G. and ROSSI, A. (2000) Synergy and coherence through collective action: some insights from wine routes in Tuscany, Sociologia Ruralis, 40, pp. 409–423.
CARBONE, A. (2003) The role of designation of origin in the italian food system, in: S. GATTI, E. GIRAUDHÉRAUD
and S. MILI (eds) Wine in the Old World: New Risks and Opportunities, Milano: Franco angeli, pp. 29–39.
CHAMBERS, S., LOBB, A., BUTLER, L., HARVEY, K. and TRAILL, W.B. (2007) Local, national and imported foods: a qualitative study, Appetite, 49, pp. 208–213.
COLANERI, P. (2008) Mercati riservati alla vendita diretta da parte degli imprenditori agricoli, Economia ediritto agroalimentare, 13(1), pp. 145–151.
COLDIRETTI and AGRI2000 (2008) Osservatorio internazionale sulla vendita diretta nelle aziende agricole, III Rapporto.
Rome: coldiretti.
DARBY, K., BATTE, M.T., ERNST, S. and ROE, B. (2008) decomposing local: a conjoint analysis of locally produced foods, American Journal of Agricultural Economics, 90, pp. 476–486.
DAVIES, B.J. and FLEMMER, M. (1995) consumer behaviour convergence in the european Union, Service Industries Journal, 154, pp. 177–190.
DUPUIS, E.M. and GOODMAN, D. (2005) Should we go ‘home’ to eat? Toward a reflexive politics of localism, Journal of Rural Studies, 21, pp. 359–371.
FABRIS, G. (2003) Il nuovo consumatore verso il postmoderno. Milano: Franco angeli.
FEAGAN, R. (2007) The place of food: mapping out the ‘local’ in local food systems, Progress in Human Geography,
31, pp. 23–42.
FEAGAN, R., MORRIS, D. and KRUG, K. (2004) Niagara region farmers’ markets: local food systems and sustainability
considerations, Local Environment, 9, pp. 235–254.
FEENSTRA, G. (2002) creating space for sustainable food systems: lessons from the field, Agriculture and Human Values, 19, pp. 99–106.
FONTE, M. (2008) Knowledge, food and place. a way of producing, a way of knowing, Sociologia Ruralis, 48, pp. 200–222.
GALE, F. (1997) direct farm marketing as a rural development tool, Rural Development Perspectives, 12(2), pp. 19–25.
GILG, A. and BATTERSHILL, M. (1998) Quality farm food in europe: a possible alternative to the industrialised food market and to current agri-environmental policies: lessons from France, Food Policy, 23, pp. 25–40.
GIRAUD, K.L., BOND, C.A. and BOND, J.J. (2005) consumer preferences for locally made specialty food products across northern New england, Agricultural and Resource Economics Review, 34(2), pp. 204–216.
GOODMAN, D. (2003) The quality ‘turn’ and alternative food practices: reflections and agenda, Journal of Rural Studies, 19, pp. 1–7.
GOVINDASAMY, R., ITALIA, J., ZURBRIGGEN, M. and HOSSAIN, F. (2002) Predicting consumer willingness-topurchase
value-added products at direct agricultural markets, Journal of Food Products Marketing, 8, pp.1–15.
GRIFFIN, M.R. and FRONGILLO, E.A. (2003) experiences and perspectives of farmers from upstate New York farmers’ markets, Agriculture and Human Values, 20, pp. 189–203.
GRUNERT, K.G. (2005) Food quality and safety: consumer perception and demand, European Review of Agricultural Economics, 32, pp. 369–391.
GUPTILL, A. and WILKINS, J.L. (2002) Buying into the food system: trends in food retailing in the US and implications for local foods, Agriculture and Human Values, 19, pp. 39–51.
GUTHMAN, J. (2002) commodified meanings, meaningful commodities: re-thinking producer–consumer links through the organic system of provision, Sociologia Ruralis, 42, pp. 295–311.
HENDRICKSON, M.K. and HEFFERNAN, W.D. (2002) opening spaces through relocalization: locating potential resistance in the weaknesses of the global food system, Sociologia Ruralis, 42, pp. 347–369.
HENSELEIT, M., KUBITZKI, S. and TEUBER, R. (2007) determinants of consumer preferences for regional food, in: M. CANAVARI, D. REGAZZI and R. SPADONI (eds) International Marketing and International Trade of Quality Food Products, Proceedings of the 105th Seminar of the european association of agricultural economists, Bologna: edizione avenue media, pp. 55–67.
HINRICHS, C. (2000) embeddedness and local food systems: notes on two types of direct agricultural market, Journal of Rural Studies, 16, pp. 295–303.
HINRICHS, C., GILLESPIE, G. and FEENSTRA, G. (2004) Social learning and innovation at retail farmers’ markets, Rural Sociology, 69, pp. 31–58.
HOLLOWAY, L. and KNEAFSEY, M. (2000) Reading the space of the farmer’s market: a case study from the United Kingdom, Sociologia Ruralis, 40, pp. 285–299.
HOLLOWAY, L., COX, R., VENN, L., KNEAFSEY, M., DOWLER, E. and TUOMAINEN H. (2006) Managing sustainable farmed landscape through ‘alternative’ food networks: a case study from italy, Geographical Journal, 172, pp. 219–229.
HOLLOWAY, L., KNEAFSEY, M., VENN, L., COX, R., DOWLER, E. and TUOMAINEN, H. (2007) Possible food economies: a methodological framework for exploring food production-consumption relationships, Sociologia Ruralis, 47, pp. 1–19.
ILBERY, B. and KNEAFSEY, M. (2000) Producer constructions of quality in regional speciality food production: a case study from south west england, Journal of Rural Studies, 16, pp. 217–230.
ILBERY, B. and MAYE, D. (2005) alternative (shorter) food supply chains and specialist livestock products in the Scottish–english border, Environment and Planning A, 37, pp. 823–844.
ILBERY, B. and MAYE, D. (2006) Retailing local food in the Scottish–english borders: a supply chain perspective,
Geoforum, 37, pp. 352–367.
ILBERY, B., MORRIS, C., BULLER, H., MAYE, D. and KNEAFSEY, M. (2005) Product, process and place: an examination
of food marketing and labelling schemes in europe and North america, European Urban and Regional Studies, 12, pp. 116–132.
ISTAT (2009) I consumi delle famiglie: anno 2008. Published online
KEZIS, A., GWEBU, T., PEAVEY, S. and CHENG, H. (1998) a study of consumers at a small farmers’ market in Maine: results from a 1995 survey, Journal of Food Distribution Research, 29, pp. 91–99.
KIRWAN, J. (2004) alternative strategies in the UK agro-food system: interrogating the alterity of farmers’ markets, Sociologia Ruralis, 44, pp. 395–415.
KIRWAN, J. (2006) The interpersonal world of direct marketing: examining conventions of quality at UK farmers’ markets, Journal of Rural Studies, 22, pp. 301–312.
KRUEGER, R.A. (1988) Focus Groups: A Practical Guide for Applied Research. Newbury Park, ca: Sage Publications.
KUZNESOF, S., TREGEAR, A. and MOXEY, A. (1997) Regional foods: a consumer perspective, British Food Journal, 99(6), pp. 199–206.
LA TROBE, H. (2001) Farmers’ markets: consuming local rural produce, International Journal of Consumer Studies, 25, pp. 181–192.
LUOMALA, H.T. (2007) exploring the role of food origin as a source of meanings for consumers and as a determinant of consumers’ actual food choices, Journal of Business Research, 60, pp. 122–129.
MARSDEN, T.K. (2004) The quest for ecological modernisation: re-spacing rural development and agri-food studies, Sociologia Ruralis, 44, pp. 129–146.
MARSDEN, T.K., BANKS, J. and BRISTOW, G. (2000) Food supply chain approaches: exploring their role in rural development, Sociologia Ruralis, 40, pp. 424–438.
MONTANARI, M. (1994) The Culture of Food, oxford: Blackwell.
MORRIS, C. and BULLER, H. (2003) The local food sector: a preliminary assessment of its form and impact in Gloucestershire, British Food Journal, 105, pp. 559–566.
NOMISMA (2007) Il fuori casa in Italia: stato dell’arte, dinamiche, nuovi trend del consumo extra-domestico. Published
online
ONIANWA, O., MOJICA, M. and WHEELOCK, G. (2006) consumer characteristics and views regarding farmers markets: an examination of on-site survey data of alabama consumers, Journal of Food Distribution Research, 37, pp. 119–125.
REGMI, A., TAKESHIMA, H. and UNNEVEHR, L.J. (2008) Convergence in Global Food Demand and Delivery, economic Research Report 56. Washington, dc: USda.
RENTING, H., MARSDEN, T. and BANKS, J. (2003) Understanding alternative food networks: exploring the role of short food supply chains in rural development, Environment and Planning A, 35, pp. 393–411.
ROMANO, D. and ROCCHI, B. (2006) Tipicamente buono. Prodotti tipici, percezioni di qualità lungo la filiera e possibilità
di sviluppo del mercato. Milano: Franco angeli.
ROSSI, A., BRUNORI, G. and GUIDI, F. (2008) i mercati contadini: un’esperienza di innovazione di fronte ai dilemmi della crescita, Rivista di diritto alimentare, 2(3), pp. 1–11.
SAGE, C. (2003) Social embeddedness and relations of regard: alternative ‘good food’ networks in southwest ireland, Journal of Rural Studies, 19, pp. 47–60.
SENAUER, B. and VENTURINI, L. (2004) The Globalization of Food Systems: A Conceptual Framework and Empirical Patterns, Working Paper. University of Minnesota.
SMITHERS, J., LAMARCHE, J. and JOSEPH, A.E. (2008) Unpacking the terms of engagement with local food at the farmers’ market: insights from ontario, Journal of Rural Studies, 24, pp. 337–350.
SONNINO, R. and MARSDEN, T.K. (2006) Beyond the divide: rethinking relationships between alternative and conventional food networks in europe, Journal of Economic Geography, 6, pp. 181–199.
STEFANI, G., ROMANO, D. and CAVICCHI, A. (2006) consumer expectations, liking and willingness to pay for
specialty foods: do sensory characteristics tell the whole story?, Food Quality and Preference, 17, pp. 53–62.
TREGEAR, A. and NESS, M. (2005) discriminant analysis of consumer interest in buying locally produced foods, Journal of Marketing Management, 21, pp. 19–35.
TREGEAR, A., KUZNESOF, S. and MOXEY, A. (1998) Policy initiatives for regional foods: some insights from consumer research, Food Policy, 23(5), pp. 383–394.
VENN, L., KNEAFSEY, M., HOLLOWAY, L., COX., R., DOWLER, E. and TUOMAINEN, H. (2006) Researching european ‘alternative’ food networks: some methodological considerations, Area, 38, pp. 248–258.
VERHAEGEN, I. and VAN HUYLENBROECK, G. (2001) costs and benefits for farmers participating in innovative
marketing channels for quality food products, Journal of Rural Studies, 17, pp. 443–456.
WATTS, D.C.H., ILBERY, B. and MAYE, D. (2005) Making reconnections in agro-food geography: alternative
systems of food provision, Progress in Human Geography, 29, pp. 22–40.
WEATHERELL, C., TREGEAR, A. and ALLINSON, J. (2003) in search of the concerned consumer: UK public perceptions
of food, farming and buying local, Journal of Rural Studies, 19, pp. 233–244.
WINTER, M. (2003) embeddedness, the new food economy and defensive localism, Journal of Rural Studies, 19, pp. 23–32.
WOLF, M.M., SPITTLER, A. and AHERN, J. (2005) a profile of farmers’ market consumers and the perceived advantages of produce sold at farmers’ markets, Journal of Food Distribution Research, 36, pp. 192–201.
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