Reconnection between farmers and consumers in short food chains through social media

Abstract

Short food supply chains can reconnect the relationships  between farmers and consumers, which are establishing interactions in virtual environments increasingly. This paper aimed to investigate the online reconnection process between farmers, consumers, and food in short food supply chains in the state of Mato Grosso do Sul, Brazil. Therefore, comments were collected, through Facepager, in posts on the farmers’ social media pages on Facebook and interviews were conducted with them to identify details about three dimensions of the  reconnection of farmers and consumers (biological, social, and moral). The Iramuteq software and interpretation of the interview content were used, for data analysis of Facebook content. The results showed a small number of interactions between both on Facebook, however a strong effort by the farmers to promote and attract consumers, through all the dimensions of reconnection. Concerning reconnection, farmers
have this idea, but they also promote virtually reconnection, through the dissemination of biological, social, and moral processes when publishing about food. As well as in the material spaces, there is an exchange of regional, ethical, moral, biological, and social values and meanings in the online environment. The study contributes in theoretical terms to the validation of a construct not applied in Brazil yet and, in practical perspective, showing the benefits of using social media in short chains that include low cost, being a ready-made and easy-to-use platform. Also, the virtual space as a great potential to reconnect farmers and consumers to more sustainable behaviors towards food.