Values-based supply chains (VBSCs) have emerged as a structure to enhance the viability of mid-scale farms while preserving jobs and rural economies. They involve partnerships between producers, processors, distributors, retailers, and food service operators who share environmental, economic,...

As a way to explore the increasing use of sustainability labels in the marketplace, this study analyzes the differential values and interactive effects of sustainable production claims (organic, fair trade, and carbon footprint) and location claims through a conjoint choice experiment included...