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Exploring producers' motivations and challenges within a farmers' market

Rosario Michel-Villarreal (Lincoln International Business School, University of Lincoln, Lincoln, UK)
Eliseo Luis Vilalta-Perdomo (Lincoln International Business School, University of Lincoln, Lincoln, UK)
Martin Hingley (Lincoln International Business School, University of Lincoln, Lincoln, UK)

British Food Journal

ISSN: 0007-070X

Article publication date: 7 April 2020

Issue publication date: 11 June 2020

630

Abstract

Purpose

The purpose of this study is to explore food producers' motivations and challenges whilst participating in short food supply chains (SFSCs). This paper compares findings with previous literature and investigates the topic in the context of producers' motivations.

Design/methodology/approach

The paper includes a literature review concerning producers' motivations to engage in SFSCs. A case study was designed to investigate motivations underlying producers' engagement in SFSCs, as well as the challenges that they face. Semi-structured interviews were conducted in a farmers' market located in Mexico. Thematic analysis is used to identify the principal issues for producers'. Propositions based on findings are presented.

Findings

Findings suggest that small, large, part-time and full-time producers are willing to engage with farmers' markets for diverse primary economic and non-economic motivations. Individual and collective challenges were also identified.

Originality/value

This research helps to explain producers' motivations and challenges within SFSCs in an under-researched context, namely a focus on producers' and in the Global South.

Keywords

Acknowledgements

The authors would like to thank the farmers’ market in Mazatlan, Mexico, for access to data and to all the producers at the market for participating in this research. This research received no external funding.

Citation

Michel-Villarreal, R., Vilalta-Perdomo, E.L. and Hingley, M. (2020), "Exploring producers' motivations and challenges within a farmers' market", British Food Journal, Vol. 122 No. 7, pp. 2089-2103. https://doi.org/10.1108/BFJ-09-2019-0731

Publisher

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Emerald Publishing Limited

Copyright © 2020, Emerald Publishing Limited

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