Are You an Ethical Eater?

by WiredBerries Editors — October 22, 2007

There is growing concern about the separation of producers and consumers in the world's food system and the power of big supermarkets. New research funded by Economic and Social Research Council (ESRC) provides some valuable insights into the motivations and practices of consumers and producers involved in the emerging 'alternative food' network trend, which include programs such as organic vegetable boxes, local farmer's markets, and community gardens.

The study found that through participation, consumers tended to increase their consumption of fruits and vegetables, and improve their cooking skills and knowledge about food. The research also found some evidence of a 'graduation effect,' whereby involvement in an alternative food scheme encouraged consumers to change their consumption behaviors in relation to other goods, such as household products and clothes.

For many, a key motivation was a desire to care for people and places, both close and distant. This involved reducing food miles, sourcing Fairtrade whenever possible, or looking for products with reduced environmental impacts and high animal welfare standards.

Dr. Moya Kneafsey from Coventry University, who led the research, commented, "Consumers enjoyed being able to ask the producers about their products and felt reassured about the quality and safety of the food. Alternative food schemes enable consumers to make a direct connection with food producers, and can result in relationships of trust and loyalty."