Common ground? Motivations for participation in a community-supported agriculture scheme

Direct marketing strategies of different kinds are often central to so-called alternative food networks, which tend to be underpinned by a central principle of somehow reconnecting food producers and consumers. This paper uses a case study of a community-supported agriculture project in Scotland to examine the motivations behind producers' and consumers' participation in such schemes. It shows the range of motivations and philosophies that consumers bring to the scheme and reflects on how these work with the more limited stated aims of the scheme organisers. It argues that communication within direct marketing schemes can be important for two reasons. First effective communication between producers and consumers can underpin the kind of understanding that leads to long-term commitment and tolerance amongst consumers. Second, communication between consumers can spur them to consider their wider behaviour and practices, perhaps leading to more radical changes to production-consumption relationships.