How to survive: Artificial quality food schemes and new forms of rule for farmers in direct marketing strategies

•Quality food schemes ascribe superiority to products, allowing producers to get premium prices or sell to exclusive markets.•The entrepreneurial logics and the focus on quality for the benefits of urban customers bring new challenges to producers.•· While the programs use a discourse of urban-rural...

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Bibliographic Details
Published in:Journal of rural studies 2018-08, Vol.62, p.10-20
Main Authors: Argüelles, Lucía, Anguelovski, Isabelle, Sekulova, Filka
Format: Article
Language:English
Subjects:
Agricultural economics
Agricultural production
Agriculture
Artificial
Ascription
Direct marketing
Dominance
Economic planning
Farmers
Food
Food additives
Food production
Food quality
Marketing
Prices
Production
Quality
Strategies
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Summary:•Quality food schemes ascribe superiority to products, allowing producers to get premium prices or sell to exclusive markets.•The entrepreneurial logics and the focus on quality for the benefits of urban customers bring new challenges to producers.•· While the programs use a discourse of urban-rural reconnection, they embed top-down and unbalanced politics.•The quality strategy seems imposed, and the created quality foods result artificial.•Results call for a more nuanced perspective of the alternatives to the mainstream agri-food system.
ISSN:0743-0167
1873-1392
DOI:10.1016/j.jrurstud.2018.06.005