Opportunities for Short Food Supply Chains : attractive communication strategies within a Swedish REKO-ring

Abstract: The interest in locally produced food has increased in Sweden, this has led to several initiatives where consumers can buy products directly from producers. One example of an initiative is REKO-rings, which is an initiative based on contact via the internet, where consumers can shop directly from producers without intermediaries. Initiatives within in SFSC receive support from both the Swedish government and the EU, as REKO-rings are considered to be SFSC that contribute to a more sustainable market. Despite the recognition and an otherwise great interest in REKO-rings, there are few studies on the subject. The aim of the study was to understand how producers communicate with consumers in a SFSC. The study has used a qualitative methodology and had an inductive approach. A case study was conducted with five producers in the network linked to REKO Jönköping-Huskvarna. The gathered data is presented and analysed as a SFSC and a network where communication strategies are used by the producers. In order to fulfil the aim, the research question is about what elements are perceived by producers within SFSC to attract consumers. The research question is analysed and answered based on the theoretical framework of this study which consists of SFSC, network theory and the 4C marketing model. The study's findings show that several elements are perceived as important for the producers when trying to attract consumers. Some of the elements are direct relationship, being active within the network, meeting the consumers demand, generating awareness and informing. An interesting topic for future research would be to include the consumer's perspectives and insights on the communication between producer and consumer in REKO-rings.