BRIDGING THE GAP BETWEEN FARMERS AND CONSUMERS: VALUE CREATION AND MEDIATION IN “PASTURE-RAISED BEEF” FOOD NETWORKS

The aim of this article is to explore how different quality dimensions (safety, aesthetics, ethics and rooted ness) are created in food networks; how these qualities are transferred until the consumers; and how this process is supported by the organisation of the food network. Our postulate is that combining the quality and organisation dimensions and exploring the link between them will provide an interesting perspective for improving the sharing of values in food networks. This framework is applied to five case studies of “pasture-raised beef” food networks in France, representing a diversity of organisations such as public label scheme, cooperate owned brand and direct sell from farmer to consumer. The results highlight the importance of the role of certification and personal commitment for the creation, and also for the mediation of added-value.