Entering the New Conversational Marketplace: Narratives of Sustainability and the Success of Farm Direct Markets

摘要

Despite a lackluster economic climate and determined competition from largencommercial retailers, farm direct markets continue to increase in number throughout thenUnited States. Although this trend has been widely acknowledged in the literature, therenhas been little attempt to explain the forces behind it. This study examines the recentnflood of popular and alternative media sources that have popularized local and directnfood markets. While acknowledging the clear influence of these sources, the article usesnboth empirical and interdisciplinary qualitative analysis to critically examine the trend.nBuilding upon Frederick Kirschenmann’s discussion of the “conversational marketplace,”nthis study investigates the ways in which consumers engage and reciprocate thendominant narratives of consumer food culture.