Browsing by Subject "vaihtoehtoiset ruokaverkostot"

Within the context of recent concerns over environmental problems of food production, animal welfare, and producer’s low status in the food chain, food quality is of increasing importance among Finnish consumers. As a solution alternative food networks including direct selling aim to reform the relationship between producers and consumers. The main focus of pasture meat is the grazing of semi-natural grasslands. Grazing increases biodiversity, animal welfare, and meat quality. Most of the pasture meat is sold at the farm. The aim of this study is to explore how the quality of pasture meat is constructed in direct selling at farms in consumers’ point of view. A qualitative focus group method was used since it allows interactive discussions focused on a single topic. The data were collected from three focus group meetings held in Southern and Central Finland during spring and summer 2015. Altogether 16 consumers and 5 producers participated in the focus group discussions. All farms sell pasture meat through direct selling. The material was recorded and transcribed. Data-driven analysis was used. Data were classified and theme maps, synthesis and interpretation were formed. According to the results, the quality of pasture meat in direct selling consisted of willingness to support the producer, grazing, taste, and story. The most essential quality aspects were the willingness to support the producer and having and maintaining a direct contact with the production. Perceiving quality was a complex, sensual process and based on mutual trust. All the quality aspects are linked together and socially constructed. The quality was constructed in direct contact by seeing, experiencing, tasting and discussing with the producer. Price was not an important factor. Consumers expressed their values through political consumption. Reforming Finnish food culture, quality was constructed differently in alternative food networks compared to conventional food networks.