The Role of Businesses Within Alternative Food Networks in Renegotiating the Cultural Norms and Values Associated with Food

Alternative food networks (AFNs) are differentiated from conventional food systems by the strength of consumer connection with the food itself and the food businesses that grow, harvest and sell the food. Actors within AFNs include micro-, small- and medium-sized businesses (MSMEs) and it is the businesses themselves and their modus operandi at the business–consumer interface that are the focus of this work. Using two stages of semi-structured interviews, 39 in total, conducted in Greece and the UK in 2022–2023, the aim of this study was to explore respondents’ perceptions of the role and influence of MSMEs within AFNs in creating consumer food-related values and promoting higher levels of engagement with the food itself. The 5Cs typology emerged from the thematic analysis of the interviews. The businesses demonstrated commitment to specific values, had a contextual role in changing wider food system behaviors, and facilitated the continuance of pre-existing high food-related values, providing foci for these consumers. Where consumer food-related values were lower, businesses recalibrated via discussion and education and (re)connected consumers with food, producers and knowledge. In contrast to conventional food supply chains, these businesses and their direct relationship with customers meant the cultural norms and values associated with the foods were continually negotiated, legitimized and operationalized then renegotiated when needed.