Via online. 5 pages., "Industry in a frenzy, trying to decode the sludge of public opinion while still getting used to the idea this is something to take seriously."
Shellabarger, Rachel M. (author), Voss, Rachel C. (author), Egerer, Monika (author), Chiang, Shun-Nan (author), and University of California, Santa Cruz
Format:
Journal article
Publication Date:
2018-10-17
Published:
United States: Springer Netherlands
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 8 Document Number: D10316
13 pages., Via online journal., The idea of a profound urban–rural divide has shaped analysis of the 2016 U.S. presidential election results. Here, through examples from agri-food systems, we consider the limitations of the urban–rural divide framework in light of the assumptions and intentions that underpin it. We explore the ideas and imaginaries that shape urban and rural categories, consider how material realities are and are not translated into U.S. rural development, farm, and nutrition policies, and examine the blending of rural and urban identities through processes of rural deagrarianization and urban reagrarianization. We do not argue that an urban–rural divide does not exist, as studies and public opinion polls illustrate both measured and perceived differences in many aspects of the lived experiences that shape our individual and collective actions. Ultimately, we suggest that the urban–rural divide concept obscures the diversity and dynamism of experiences each category encompasses. Additionally, it ignores the connections and commonalities that demand integrative solutions to challenges in agri-food systems, and draw attention to the power relations that shape resource access and use within and across urban and rural spaces.
In recent years, there has been a rapid growth in new type, direct and short supply chains (SSC) Hungary, and the markets have proved to be globalisation-resilient, keeping their market share from sales of fast-moving consumer goods. We conducted a consumer and producer survey to identify the most important expectations and experiences about markets in Hungary. We applied a service quality model (SERVQUAL) to measure the consumers’ and producers’ opinions and satisfaction of Hungarian markets. A warning result of our study is that vendors estimate their level of service above that of the consumers’ experiences which means that, in spite of the direct communication, they do not have an accurate understanding of their customers’ requirements. Our surveys also showed that there is a substantial deficiency between the services expected and experienced at markets in all dimensions (environment, service, convenience and produce) that influence the choice of retail channel. The most important dimension proved to be produce quality which should thus remain in the focus of market developments. In recent years, new trends in urban local food movements have started to emerge in Hungary which could not be detected at the time of our survey (2012). Thus we intend to extend our survey in the future to see whether these new local-alternative food movements have formed a new consumer segment for farmers’ markets in Hungary, and in what way should the market vendors modify their services to be able to ride this new trend.
