Why buying directly from producers is a valuable choice? Expanding the scope of short food supply chains in Spain

ABSTRACT Short food supply chains (SFSCs) have become a topic of growing interest among consumers, researchers and public bodies in Europe. There is a need to increase demand in SFSCs so that solutions to improve the environmental sustainability of logistics can be delivered. Our study aimed to achieve a better understanding of SFSCs in terms of potential market niches, key food choice attributes, and perceived barriers and drivers. This research provided valuable information to establish guidelines to attract more consumers to participate in SFSCs. The study was approached from a consumer broad perspective, this is done thanks to an analysis of a database that contains three different samples of consumers: active SFSC consumers (N=394), potential SFSC consumers (N=422) and the general public in Spain (N=1,153). The findings suggested that there are common market niches between SFSCs and organic and local food. On the other hand, the correlation between Protected Designation Origin products and SFSCs was weaker and remains unclear. Food information and its health attributes seemed to be key elements to attract consumers to SFSCs. Product quality was a core element for consumers to buy directly to producers. On a second level, rural development support and direct contact with producers were also important drivers of these chains. Lack of convenience and difficulties to find a reliable farmer were the major barriers to buy directly from producers. Furthermore, limited variety and prices were also noteworthy limitations, especially for active consumers in SFSCs. Food safety control was also a remarkable concern for potential SFSC consumers. In Spain, SFSCs have room to grow by covering their potential consumers’ necessities and tackling main inconveniences with the support of well-targeted policies. Producers that are involved in short chains could take advantage of identified market niches, along with providing consumers with valuable food information including health attributes. Policies have to support SFSCs by tackling main identified barriers and bringing producers and consumers closer.