24 pages, Alternative food networks (AFN) are argued to provide platforms to re-socialize and re-spacealize food, establish and contribute to democratic participation in local food chains, and foster producer–consumer relations and trust. As one of the most recent examples of AFN, Participatory Guarantee Systems (PGS) have gained notable traction in attempting to redefine consumer-producer relations in the organic value chain. The participation of stakeholders, such as consumers, has been a key element theoretically differentiating PGS from other organic verification systems. While research on farmer participation in PGS is attracting interest, consumer participation is still widely overlooked. Using a mixed methods approach, this paper describes five PGS markets in Mexico, Chile and Bolivia. A survey was conducted with consumers in the PGS markets to explore their awareness of the PGS, how consumers participate in the PGS, and their level of trust in the respective PGS and its certified products. Results showed a low level of awareness of PGS among market consumers, few participation possibilities, and minimal consumer participation overall. Nevertheless, trust in organic quality was generally high. Consumers primarily relied on the direct relationship with producers and the PGS market itself as sources of trust. These results provide novel insight into PGS consumer-market interactions, and contribute to discussions concerning social embeddedness, awareness and participation within AFN.
15 pages, Trust is often an assumed outcome of participation in Alternative Food Networks (AFNs) as they directly connect producers with consumers. It is based on this potential for trust “between producers and consumers” that AFNs have emerged as a significant field of food studies analysis as it also suggests a capacity for AFNs to foster associated embedded qualities, like ‘morality’, ‘social justice’, ‘ecology’ and ‘equity’. These positive benefits of AFNs, however, cannot be taken for granted as trust is not necessarily an outcome of AFN participation. Using Chinese case studies of AFNs, which are characterised by a distinct form of trust pressure—consumers who are particularly cynical about small scale farmers, food safety and the organic credentials of producers—this paper highlights how the dynamics of trust are in constant flux between producers and consumers. I suggest that it is the careful construction of the aesthetic and multi-sensory qualities of food, which is often celebrated via social media, that human centred relations in Chinese AFNs are mediated. This leads to two key conclusions: first, that the key variable for establishing trust is satisfying the consumer’s desire for safe (i.e. "fresh") food; and second, the materiality of the food and the perception of foods materiality (especially through social media), must both be actively constructed by the farmer to fit the consumer’s ideal of freshness.
