Common ground? Motivations for participation in a community-supported agriculture scheme

Abstract

Abstract Direct marketing strategies of different kinds are often central to so-called "alternative food networks", which tend to be underpinned by a central principle of somehow "reconnecting" food producers and consumers. This paper uses a case study of a community-supported agriculture project in Scotland to examine the motivations behind producers' and consumers' participation in such schemes. It shows the range of motivations and philosophies that consumers bring to the scheme and reflects on how these work with the more limited stated aims of the scheme organisers. It argues that communication within direct marketing schemes can be important for two reasons. First effective communication between producers and consumers can underpin the kind of understanding that leads to long-term commitment and tolerance amongst consumers. Second, communication between consumers can spur them to consider their wider behaviour and practices, perhaps leading to more radical changes to production–consumption relationships. Acknowledgements This research was part of a larger project called "Re-connecting consumers, food and producers: exploring 'alternative' networks", jointly funded by the UK's Economic and Social Research Council and Arts and Humanities Research Council (Grant number RES-143-25-005). The project has looked at six different "alternative" food schemes, all of which involve forms of direct marketing but organised in various ways, over a three-year period. It has worked with producers and consumers to understand their participation in the schemes and the implications of their relationships. We would like to thank the anonymous referees for their insightful comments and the guest editor for his enthusiastic and constructive attitude as well as his helpful ideas.