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Short supply chain and shared value models in agriculture
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ABSTRACT. Theoretical background – The post-modern citizen-consumer appreciates lifestyles characterized by less waste, environmental sustainability and preference of brand products with a greater attention to ethical and value dynamics. These aspects are promoted by the new model of multifunctional and multivalue farm through the valorization of the short supply chain. In the new models of value creation, the short supply chain becomes a competitive instrument for multifunctional and diversified farms, as a response to the asymmetric contractual power, allowing the farm to regain margins of value added, and the consumer to save on the purchase of healthy and safe goods and exercise a function of direct control on the quality of the products. Both producer and citizen-consumer share the value created for behavioral strategies. The direct relationship creates a "welfare effect" due to the use of localized positive externalities, that makes the citizen-consumer available to recognize a premium price (willingness to pay) to the basket of goods and services offered by the farm and the territory, compared to competing products distributed through traditional channels. The short supply chain generates different value chains and plays a social responsibility function not only for the producer and the citizen-consumer but also for the whole local context, generating new forms of value sharing.
Objectives – In this paper the short supply chain is analyzed as a responsible and competitive strategy for multifunctional and multivalue farms, preferred channel of approach of the citizen-consumer to the farm and territory, able to create value and contribute to the improvement of farm and territory reputation. The aim of this work is to analyse the value created and shared through strategies of short supply chain, empirically verifying its consistency and impact on both producer and consumer-citizen.
Methodology – The objective of the analysis will be empirically validated through a direct survey that will concern a sample of both multifunctional farms, which have taken paths of socially responsible short supply chain, and consumers who usually resort to this channel, verifying, in specific local contexts, the impact of this commercialization strategy on value creation and sharing.
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