Sustainable Food Production, Consumption, and the Generation of

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2.4.2 Alternative food distribution/access options. With mounting concern over an increasingly globalized food system, consumers are turning to alternative food distribution options such as Farmers Markets, Organic Box Delivery Programs (OBDP) and Community Supported Agriculture (CSA). Such programs benefit both farmers and consumers by allowing consumers to actively choose where their food comes from, while farmers see a greater share of the profits than they would by supplying retail food outlets. Victoria has a handful of these programs that operate on both a yearly and seasonal basis. Of the three-food distribution alternatives, OBDPs are the most similar to a grocery store. Box delivery companies often have a basic order that clients can customize (within limits) according to their preference but, depending on the size of the company, substitutions may be limited (MacNair, 2004). Companies that offer a completely local selection often limit substitutions because of a lack of availability mainly due to seasonal restrictions. However, these box programs do not necessarily sell local produce. Because of the scarcity of many local organic crops, companies may import their products from wherever possible, thought they claim as close as possible (MacNair, 2004; Hunter, 2005). MacNair (2004) reports that box delivery programs are rapidly gaining popularity in Victoria and although they may still import a significant proportion of food, they are contributing to a more sustainable food system by reducing the need for a growing number of consumers to travel to the grocery store. Further more, OBDPs often use alternative modes of transportation, such as bicycles, to deliver their produce. A manger at a popular box delivery interviewed for the present research indicated that OBDPs may be more community minded, favouring local over imported produce, encouraging their customers to choose local items by reducing costs and paying farmers above market prices for their products. However, there are other alternative food distribution options known as direct agricultural markets that eliminate the “middle-man” in food distribution, where profits go straight to the farmers; Community Supported Agriculture, and Farmers Markets are two examples of these direct agricultural markets (Hinrichs, 2000). Community Supported Agriculture (CSA) is a way of linking consumers to farmers and all aspects of the farming livelihood (Kolodinsky and Pelch, 1997; Cone and Myhre, 2000; O'Hara and Stagl, 2001). CSAs are intended “to provide consumers with healthy, locally grown food while revitalizing local food markets and preserving small-scale, family farms” (O'Hara and Stagl, 2001:545). The concept originated in Europe and Japan and spread to North America in 1985 where it has gained popularity (Cone and Myhre, 2000). By 1999 there were as many as 14
1000 known CSAs in the United States alone (Cone and Myhre, 2000). The farmer-consumer link begins when consumers buy into a share of the farm early in the growing season. The share provides farmers with a guaranteed income throughout the year and an ability to accurately plan for the growing season, while consumers are guaranteed an equal share of what the farm produces and sometimes even a say in the growing practices (Cone and Myhre, 2000; O'Hara and Stagl, 2001; Worden, 2004). As a result, the risk of poor production that always exists for the farmer is partially transferred to the consumer; if there is a drought or crop disease, the shareholders will see the results in their weekly food box. CSAs allow varying degrees of shareholder involvement, and within each, there may be a choice of how involved a shareholder can become (Cone and Myhre, 2000). Participation may range from simply picking up or receiving their weekly box, to helping on the farm on a casual basis, to taking part in and organizing farm celebrations and work parties (Cone and Myhre, 2000). CSA shareholders have the opportunity to gain a better understanding of what is involved in producing food, and help to raise awareness of issues related to the food system as a whole (O'Hara and Stagl, 2001). Currently Victoria has approximately 6 farms or cooperatives offering services similar to the standard CSA model, some of which involve multiple local farms in a box delivery like program (Lifecycles, 2005a). CSA’s are a promising solution in the effort for a more sustainable food system in Victoria and certainly there is room to grow, but this is not the only initiative with benefits to local farmers. For consumers who enjoy the experience of going out and choosing their produce there are other options available. Farmers markets are yet another way to directly support local producers in the effort to create a more sustainable food system. Farmers markets are actually a return to the way produce was sold before supermarket shopping became the norm (Atkinson, 1994). As Wilkins (2002) points out, much of the appeal in shopping at farmers markets is the opportunity to buy directly from farmers. Wilkins further notes that the atmosphere of farmers markets is seen by consumers to be more pleasant than in supermarkets. Also consumers tend to view the prices more favourably at farmers markets compared to supermarkets (Govindasamy et al., 2003). These markets allow consumers to make connections with the people who produce their food, while farmers are able to set their own prices “according to the real costs of production” (MacNair, 2004:19). Victoria has ten farmers markets, most of which run only in the summer season (MacNair, 2004). Some of Victoria’s farmers markets attract up to 1000 customers each week even when open for only few hours in a single day (MacNair, 2004). These markets provide a venue for well-established local farmers as well as those just starting out. 15
Page 1 and 2: an online series of research papers
Page 4 and 5: Table on Contents 1.0 Sustainable f
Page 6 and 7: Consumer perception and public poli
Page 8 and 9: 3. What are the policies in place t
Page 10 and 11: 1.7 Key informant interviews analys
Page 12 and 13: 2.) What is the state of the art of
Page 14 and 15: 2.4.1 Conventional agriculture As m
Page 18 and 19: This research revealed that awarene
Page 20 and 21: esponses 100% 90% 80% 70% 60% 50% 4
Page 22 and 23: farmers markets, processors communi
Page 24 and 25: product quality, driven by consumer
Page 26 and 27: comparison of these rates from 2001
Page 28 and 29: variety of ways such as buying beve
Page 30 and 31: motivations to purchase food produc
Page 32 and 33: use a lot of their containers…buy
Page 34 and 35: Gerry Watson Abstract: In Canada po
Page 36 and 37: This focus on profit is strongly su
Page 38 and 39: incentives as it falls under provin
Page 40 and 41: some local produce cannot be bought
Page 42 and 43: Beyond the programs mentioned above
Page 44 and 45: 5.0 Conclusion The reader provides
Page 46 and 47: Awai, G. 2005: Correspondence with
Page 48 and 49: Jones, Andy. 2002. An environmental
Page 50 and 51: Pottier, J. 1999: Anthropology of f
Page 52 and 53: Appendix A Sustainable Food Product
Page 54 and 55: Sustainable Food Production and Con

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