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Abstract

In this paper we apply the “hybrid food networks” approach to analyze the delivery networks set up by small farmers within the Spanish organic food market and the strategies used by producers to achieve an optimal added value. The paper analyzes the discourses of organic fruit and vegetable farmers from two Spanish regions (Extremadura and Comunidad de Madrid), involved in alternative agri-food networks, regarding the marketing channels developed. The discussion leads us to conclude that the most common strategies combine a mix of channels (“multichannel” strategies); and that medium-size holdings, located in less populated areas, tend to combine both conventional and alternative delivery networks (“hybrid networks”). Our research points out several variables (distance to big urban areas, holding's economic dimension, antiquity in organic farming, and some other socio-cultural features) that shape the specific marketing strategies identified.

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