Consumers question food production practices and demand greater transparency in the supply chain because the distances
between place of production and place of consumption have grown larger and become increasingly non transparent (La Trobe & Acott, 2000). Many consumers have reoriented themselves towards local food, i.e. food that has traveled only short distances or towards food that is marketed directly by the producer (Holloway et al., 2007; Watts, Ilbery, & Maye, 2005)