Can social networks contribute to the development of short supply chains in the Spanish agri-food sector?
New Medit, vol 16, n.1, (March 2017), pp. 36-42
Jel classification: M310
The food industry is the first industrial branch in Spain, with Spanish consumers purchasing food from different sources, mainly via traditional/long chains. However, there are consumer segments seeking for more direct relationships with food producers, because they want to be informed about their food’s origin and production model. So, dealing directly with consumers by creating short food supply chains could be a great opportunity for food small and medium enterprises. In this context, the huge increase in the use of social media offers producers the potential to build new short chains for promoting and selling their products in a rapid, low-cost and direct way. Benefits of social networks in this regard are various: they may contribute to reducing market margins by enhancing direct sales; they facilitate the identification of customers’ profile, their preferences and the way they perceive certain products.
social marketing, e-marketing, small and medium enterprises, short food supply chains