Sourcing Food Through Social Ties: A Case Study of Starbird Fish

In this exploratory case study, I examine how the embeddedness of alternative food networks shapes consumers' purchasing behavior. Data include nine interviews, observation, and content analysis concerning the independent, Vermont-based seafood company, Starbird Fish. I find that social ties between Starbird Fish's owner/head fisherman and its customers mediated consumers' purchasing behavior. Specifically, leaming more about Starbird Fish's owner's character, the sustainable practices implemented in the fisheries where he sources his products, and the ability for him to accommodate special customer purchasing requests all increased the likelihood consumers bought products from the company. This study thereby suggests that the embeddedness of alternative food networks itself can influence buyers' motivations.