Cultivating connections: a comparison of food producer and consumer values and implications for the viability of local food networks

Local food purchasing options have expanded significantly in the United States, yet their viability remains closely tied to social interactions between producers and consumers. This study investigated the alignment of sustainability values between small-scale food producers and consumers and focused on the social, ecological, and economic implications within South Carolina’s local food networks. Using a mixed methods design, we integrated semi-structured interviews with 24 small-scale food producers, a survey of 160 existing local food customers, and a stated choice experiment that targeted the broader consumer base. Our findings revealed that producers highly valued financial sustainability, biodiversity, and holistic farm management but perceived a gap between their practices and consumer understanding or willingness to support them economically. While consumers showed a willingness to pay for sustainable attributes like animal welfare and reduced pesticide use, this did not always align with the higher costs of local sustainable practices. This misalignment poses challenges to the economic viability of local food systems.