The supply strategies of health food eaters

What are the supply strategies implemented by people who are interested inhealth food? How do the supply methods of the respondents reveal the moral valueslinked to health food? Is it possible to find compromises between individual contexts,financial and social constraints, and market evolutions, and which shape do they take?My initial hypothesis was that the places where health food eaters stock up on supplieswould be homogeneous. However, my observation of consumers’daily practices hasrevealed a much more diverse range of supply practices, showing a complex cartogra-phy of places of supply and purchase. Based on the ethnographic trajectories of familieswho consume health food, this article shows that people arrive at different trade-offsdepending on the points of purchase where they buy food and on the kind of food theyare looking for. Brands and labels, for instance, which have no impact when it comes toshopping at the market or through a food basket system, are regarded as a safe solutionwhen it comes to shopping in a conventional shop. I will insist on the importance ofsetting research on food supplies back in the same framework as studies on foodconsumption, in order to avoid creating a divide between a financial choice and a moralchoice of incorporation. This conclusion will lead to a reflection in the conclusion onthe possibility for people who consume health food to turn to hybrid and reflexivecompositions in their food supply methods.