Local food networks - value creation and the role of the producer

Sammanfattning: The rise of interest in local food has given rise to many new forms of food supply chains, socalled Alternative food networks. One such network is the Facebook-based REKO, where consumers can purchase food products directly from the producers without intermediaries. This has also given rise to new forms of values regarding food. The vulnerability of the Swedish food system and the government's wish to strengthen it has put the producers of REKO in an exciting position. It begs the question of what a REKO producer faces within the network and what and whom they have the deal with in it. The aim of this study is to explain the value creation within a local food network focusing on the role of the producers. To answer the aim, a theoretical framework consisting of Service-dominant logic, which deals with value co-creation, and Schwartz value theory, which deals with value dimensions and motivations. Actor-network theory is used to identify the actors in a network and their agency. The study took place in Västra Götaland of Sweden and focused on the perspective of producers active in REKO-rings in the area. The data was collected from 9 interviews, observations and additional content in the form of articles, web pages and Facebook posts. The results found that the producer entered the network with different motivations and was presented with many opportunities for value creation with consumers and amongst each other. The study also found that many actors are involved in the network. The study found that REKO is a place for producers to grow, evolve and learn their craft but that the format has its limitation for larger producers.