Consumer's Representation of Short Food Supply Chains: The Case of a Peruvian Government Program

Abstract

The quality of agri-food products is of interest because new food supply chains play a critical role in farmers, agricultural markets and society. Social media is fast becoming a key instrument to gather users’ perceptions on food choices and consumption. Therefore, the present study aimed to explore consumer´s representation of short food supply chains in the context of “De la Chacra a la Olla” program (“From the Farm to the Pot, for its translation in English). By using thematic analysis, this study found three themes: “food wellbeing”, “local valorization” and “food intermediaries.” This study provides new insights and possibilities between producers and consumers communication via social media.