Exploring the short food supply chain for fresh products in Jordan: insights from farmers, intermediaries, and retailers

Purpose This study investigates short food supply chains (SFSCs) for fresh products in Jordan from the perspectives of key stakeholders, including farmers, intermediaries, and retailers. Design/methodology/approach A qualitative approach is employed, utilizing 30 semi-structured interviews. Thematic analysis was used for data analysis. Findings Through thematic analysis, this research identifies five dominant themes: market dynamics, supply chain relationships and communication, operations and efficiency, sustainability practices, and challenges and opportunities. The results reveal that trust and communication are critical for maintaining SFSCs in Jordan, although these interactions are largely informal and rely on intermediaries. Market dynamics demonstrate a growing preference for locally sourced products driven by affordability, quality, and availability. Sustainability practices are evident across economic, social, and environmental dimensions, but challenges persist, including limited infrastructure, financial constraints, and climate-related vulnerabilities. Research limitations/implications The paper advances the literature by adopting a holistic and multi-actor framework that integrates relational, operational, and sustainability dimensions, which offers new insights into short food systems in emerging economies. The findings offer insights for policymakers and practitioners on the importance of traceability, the critical role of logistics infrastructure in maintaining food quality, and the significance of trust in optimizing supply chain operations. Originality/value This research contributes to the limited body of literature on SFSCs in developing countries. It provides comprehensive insights into their benefits and challenges. The findings confirm the role of SFSCs in enhancing Jordan's food security, reducing dependence on imports, and supporting local communities. Practical recommendations are offered to stakeholders and policymakers to improve SFSC's resilience and sustainability.