Conflicts and challenges in the integration of short food supply chains with digital platforms

Short food supply chains are a global phenomenon that have emerged as a response to the increasing centralization and erosion of social connections within the food system. Simultaneously, the advent of the new digital era is compelling a process of transformation and modernization of the interactions between farmers and consumers, so introducing novel tensions and challenges. While it broadens the influence area and attracts new audiences, it appears to undermine the fundamental principles upon which short food supply chains were founded. This study aims to examine the tensions and challenges that arise from the digitalization of short food supply chains by conducting a content analysis of the outcomes from ten focus groups including producers and consumers, as well as an examination of digital platforms used to sell fresh food. We conclude that the utilization and advancement of digital marketing tools generates commercial channels at more equitable pricing, but encounters conceptual and operational obstacles, such as establishing credibility, disseminating value, and promoting digital literacy. Yet, it is feasible to create digital platforms that leverage digitalization without failing to meet the expectations of producers and consumers engaged in short food supply chains.