Social embeddedness and relations of regard

Abstract While it is useful to qualify the embeddedness of alternative food networks with relation to marketness and instrumentalism, the evidence of strong inter-personal ties within transactions conducted by small food producers and their customers requires better conceptualization. Following Offer (Econ. Hist. Rev. L 3 (1997) 450) and Lee (Geoforum 31 (2000) 137) this paper uses the notion of relations of regard to illustrate the benefits to both parties arising from their interaction that go well beyond narrowly financial evaluations. The term “good food” is deployed for its capacity to convey the multiple attributes of products as well as to capture a heterogeneous set of actors broadly sharing a common set of values around food. Drawing upon interviews with producers and other key individuals within the region, the paper describes some of the issues affecting the organic farming and food artisan sectors, as well as their respective use of different food supply chains. The growth of face-to-face transactions has stimulated the development of markets in the region, which are considered for their status as oppositional sites to the mainstream food industry. Finally, the source of strong moral values that permeates the network is considered in relation to an important food personality.