New ways to distribute food : REKO-rings in Sweden

Abstract: Alternative food systems have grown increasingly for the last 20 years and are seen as a reaction to the distant relationship between consumers and the origin of food. The discussion about shorter food systems and short food supply chains (SFSCs) raises the question about finding alternative ways to organize around food systems. In recent years the use of digital ordering systems for buying food has increased in combination with the increased interest of the consumption of locally produced food. In Sweden the virtual food platform REKO-rings is growing, which connect consumers and producers both interested in selling and buying locally produced food using Facebook groups. The master thesis has a dual aim that at one side describes the development and organization of REKO-rings and on the other hand contribute to the understanding of the motives and underpinning values producers and consumers ascribe REKO-rings in Sweden. Based on those purposes I wanted to discuss the potential of REKO-rings to contribute towards alternative ways of distributing food in Sweden. The study used a mixed method approach combination with both qualitative and quantitative features, using an online survey and interviews with nine different REKO-rings in Sweden. The result showed that the number of members was increasing quickly. Throughout the time of the data gathering (ca 2 months) the member share increased from 78,461 members to 92,487 members, an increase of 18 % with five new REKO-rings. It also showed that REKO-rings were an easy way to connect local businesses and consumers using a flexible and social platform of communication. The result demonstrated that REKO-rings strengthen local communities and satisfy consumers and many different types of farmers, ranging from hobby farmers to full-time farmers. The virtual food platform of REKO-rings has the possibility to grow into an extensive social movement with prospects to challenge present conventional food systems.