The gamut of technology, social media and avatar in the organic food market

Abstract

Purpose

The present study is centric on the organic food sector and explores the role of social media in pushing local farmers onto the market shelves. The study is intended to analyse the ground reality of the producers and the innate challenges of the traditional market structure. The study aims to explore the impact of social media in establishing small-scale producers in the organic food sector.

Design/methodology/approach

The study is pragmatic in approach and with the help of a semi-structured personal investigation it delves deeper and uses an interpretative phenomenological approach to analyse the anecdotes shared by the subjects.

Findings

The study finds that access to social media windows leads to a corresponding jump in the sales and brand image of the producers.

Originality/value

The study is novice and original in approach confirming the impact of social media on local farmers and producers. It showcases the power of social media in leveraging the state of the economy of the marginalised sections.

Citation

Kaur, S. and Paul, J. (2024), "The gamut of technology, social media and avatar in the organic food market", British Food Journal, Vol. 126 No. 12, pp. 4357-4374. https://doi.org/10.1108/BFJ-04-2024-0330