Santiago Amaya-Corchuelo

Objective: The main goal of this paper consists in analyzing the potential of mixed methods used in the study of two agrifood systems: Iberian ham (Spain) and chorizo from the Toluca Valley (Mexico). Research limitations: Opposing cultural contexts that allowed different strategies to be used which sought not only to collect information from the diverse actors in each system but also face the methodological challenges that currently prevail. These challenges are linked to the diversity of the actors themselves and to the use of new technologies for data collection. Methodological design: To solve these methodological shortcomings, mixed methods have been implemented with the support of technological innovations. Results: Results allow us to verify that the employment of mixed methods is an excellent means for leveraging resources effectively and efficiently. In Spain, employing a self-administered survey enabled rural manufacturers to control the timing of their response. Regarding consumer results, these prove that collecting data via smartphone is highly recommended. In the case of Mexico, starting the research quatitatively allowed the building of trust, a factor which is critical given the levels of violence in Mexican society that generate mistrust and, ultimately, lead to a refusal to participate in academic research. Findings: The main contribution of this article is that, based on real and complex cases, it provides evidence of the potential and strategies to be followed for analyzing agrifood systems in a cross-cultural research. Mixed methods emerge as an excellent means for collecting data in global dynamics.

This text delves into the elements on which the notion of quality of a product is built. We believe that, in addition to the standards that regulate a given quality seal, there are other elements that consumers link to the excellence that distinguishes them. In order to deepen these notions, we have chosen two localised agri-food systems (LAS), the first case corresponds to Iberian acorn-ham from Spain and the second to chorizo from Toluca in Mexico. We resorted to a mixed methodology by combining quantitative and qualitative techniques whereby a study of those food systems in two different socio-political contexts was approached. This methodology has allowed us to identify the importance of informal instruments, based not only on institutionalised certification, but on informal mechanisms such as trust and proximity between producers and consumers. The results of this study show how the food quality categories may be guided from various logics depending on the context, categories, and sort of stakeholders involved. Finally, we propose a categorisation of food quality based on the conceptual framework of trust. This categorisation allows the Geographical Indications (GIs) valorisation initiatives to visualise the elements on which they can be guided to work with the different qualities in their LAS.

Alternative spaces for the consumption of non-conventional foods as short commercialization chains have been increased worldwide, as well as the interest in understanding the dynamics developed in those initiatives from a social approach, has increased. This work aimed to analyze the Organizers, Producers and Consumers’ perceptions that participate in short food supply chains in ecological markets in the south of Spain. The Conventions Theory framework was used by applying a quantitative and qualitative methodology. A total of 159 questionnaires were applied (three to Organizers, 15 to Producers and 177 to Consumers). The questionnaire considered items related to social conventions for seven worlds (Domestic, Civic, Market, Industrial, Opinion and Inspired) and sociodemographic information. Kruskal-Wallis and Mann-Whitney tests were used to analyze the information. Results show that coincidences and divergences are observed in the importance given to the worlds; the Civic, Inspired and Opinion worlds are perceived similarly by the three types of actors and are related to the interest in how these activities benefit the environment. Differences are attributed to the role played by each type of actor and to socioeconomic aspects. Results can materialize into different strategies to improve these initiatives and reach more consumers.

Objetivo: analizar las percepciones sobre la calidad de jamón ibérico a través de las apreciaciones de los consumidores y de los vendedores. Basándose en la confianza entendida como interacción entre ambos agentes de la cadena alimentaria. Metodología: se utilizó una metodología cualitativa exploratoria aplicando un cuestionario a cien consumidores y treinta vendedores de jamón. Resultados: se encontró que los actuales procesos de producción y la incorporación de tecnología al sector del jamón ibérico muestra cuatro tipos de percepciones que se clasificaron en actuales positivos, mejor en el pasado, neutrales y permanentes. Limitaciones: fueron dos, la primera es que no se hizo una clasificación del tipo de vendedor; la segunda fue que el tamaño de la muestra no permite hacer generalizaciones, por lo cual para futuras investigaciones será necesario atender estas sugerencias. Conclusiones: los cambios en la concepción de calidad se relacionan con la percepción sobre la aplicación de las normativas del sector del jamón, pero fundamentalmente dependen de las relaciones de confianza dinámicas y construidas entre consumidor y vendedor.

Purpose: The purpose of this paper is to identify the motivations to consume ecological foods in alternative food networks (AFNs). Design/methodology/approach: In total, 150 questionnaires were applied; the questionnaire was adapted from Food Choice Questionnaire (Steptoe et al., 1995). Data were analyzed by means of multivariate statistics with factor and cluster analysis. In order to identify statistical differences (p<0.05), Kruskal–Wallis and Mann–Whitney nonparametric tests were performed. Findings: Ten factors or motivations were found: social ecological concern, nutritional content, sensory aspects, certifications, naturalness, specialized consumption, trust in the seller, economic aspects, health and availability. Four groups were obtained and called: citizen consumers, in-process citizen consumers, conscious social consumers with no interest in certifications and conscious pragmatic consumers. It is concluded that differentiated consumers visit these establishments and their motivations are diverse, albeit they concur, to a varying extent, with the objectives of AFNs, finding a mixture of hedonic and ethical motivations. Practical implications: This sort of works about specific places of consumption as well as specific consumers, in this case ecological, contributes to the development of future social research on other contexts, different consumers and products. Originality/value: This sort of research has been carried out in various European cities, with a number of foods and over various sales channels; however, at present there is a debate around AFNs and the veracity of their goals. This way, the present work can contribute with an answer to whether the goals match the motivations of consumers.

A medida que avanzan los estudios sobre el polisémico ámbito de la alimentación humana, resulta más necesario considerar mayor número de variables para analizar con solvencia el hecho alimentario. Más allá de los estudios sobre las fases de producción y distribución, nuestra propuesta se centra en la fase del consumo y trata de identificar los elementos que explican por qué las sociedades seleccionan y prefieren unos alimentos en detrimento de otros. Actualmente, la selección alimentaria está intrínsecamente presente en el hecho alimentario de las sociedades modernas, relegando a un segundo plano los factores biológicos y fisiológicos, en relación a parámetros dominantes comparados con el placer, la salud y la sociabilidad. Mediante una combinación de técnicas cuantitativas y cualitativas, este estudio propone la relevancia de dimensiones como el placer y la salud como elementos que guían a los consumidores para elegir un determinado producto gourmet, como es el caso del jamón ibérico en España.

Current environmental issues have affected the logic for promoting development strategies and social construction processes of new ruralities. Therefore, rural territories start connecting their socio-productive settings to high demands that come from environmental issues. In this scenario, little attention has been given to relations that the Geographic Indications (GI) based strategies have established with environmental issues, whose strategic interest lies in the scope of multiple correlations of power that cross contemporary societies. Through a multiple case analysis, by contrasting contexts from Brazil and Spain, we used this theoretical approach to analyze how environmental issues, in face of conservationist approaches towards enhancing biodiversity, have permeated the production of senses, the narratives, the conflicts and positioning of the players involved in GI experiences in different Iberian-American contexts.

Este texto profundiza en uno de los aspectos que caracteriza a la nueva ruralidad: la progresiva especialización de los espacios rurales en producción de calidad y el uso de marcas distintivas. Este tipo de estrategia de creación de valor añadido en los productos alimentarios ha sido una de las líneas prioritarias de los Programas de Desarrollo Rural en Europa desde los inicios del siglo xxi. Esta incesante proliferación de marcas de calidad de productos agroalimentarios denota la profunda transformación con que los espacios rurales han entrado en el nuevo siglo.