The Model of Co-Creation through the Development of Short Food Supply Chains

Abstract Scientists and practitioners note a lack of knowledge and clear understanding of strategies and organisational structures designed to provide local, biologically valuable, seasonal food to society. The development of short food supply chains is a farmer-driven decision that depends on the knowledge and expertise of the farmer, the demand for local products, and the potential for customer involvement in value creation. This study aims to identify the preconditions for co-creation and to develop a conceptual model of co-creation in short food supply chains. The research methods included analysis of scientific literature, logical analysis and generalisation, semi-structured interviews with farmers and customers, and case studies. The study identified co-creation conditions and benefits: accessibility; involvement, interest, honesty, openness; meeting expectations and goals; dialogue and communication skills; and interaction between farmers and customers. The ecosystem of the short food supply chain is shaped by the farmers and customers, with additional contributions from other stakeholders, including local government and non-governmental organisations. Customers are also value creators, making it important for farmers to establish conditions for mutual interaction and dialogue.