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<p>Short food supply chains (SFSCs) are associated with a range of contested, place-based attributes which contrast with the characteristics of complex, global and corporate chains. This article avoids such oppositional binaries by focusing on SFSCs serving two European cities, namely Oslo (Norway) and Bristol (UK). It reviews cities as a particular kind of market within which to secure custom, by presenting qualitative data from a study of SFSCs in these two cities to examine marketing barriers and opportunities encountered. Distinctive urban contexts, such as the density of consumers and presence of food-related infrastructures, can influence the marketing strategies and sales channels chosen by food enterprises. Difficulties are faced by both food producers and the sales channels through which they come to market, especially in relation to financial viability, price competition and efficiency. Our analysis, as well as highlighting connections and divergences between Oslo and Bristol, emphasises the role of these cities in providing diverse food market niches. Alongside global chains, functioning SFSCs help to reflect the history of Oslo and Bristol as trading cities with diverse populations and reveal enterprise adaptability and innovation as market demand shifts.</p>
</abstract>

Short food supply chains (SFSCs) are associated with a range of contested, place-based attributes which contrast with the characteristics of complex, global and corporate chains. This article avoids such oppositional binaries by focusing on SFSCs serving two European cities, namely Oslo (Norway) and Bristol (UK). It reviews cities as a particular kind of market within which to secure custom, by presenting qualitative data from a study of SFSCs in these two cities to examine marketing barriers and opportunities encountered. Distinctive urban contexts, such as the density of consumers and presence of food-related infrastructures, can influence the marketing strategies and sales channels chosen by food enterprises. Difficulties are faced by both food producers and the sales channels through which they come to market, especially in relation to financial viability, price competition and efficiency. Our analysis, as well as highlighting connections and divergences between Oslo and Bristol, emphasises the role of these cities in providing diverse food market niches. Alongside global chains, functioning SFSCs help to reflect the history of Oslo and Bristol as trading cities with diverse populations and reveal enterprise adaptability and innovation as market demand shifts.

Strategies and Business Models used by Short-Chain Food Enterprises Marketing in Oslo (Norway) and Bristol (UK)

European Countryside

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Short food supply chains (SFSCs) are associated with a range of contested, place-based attributes which contrast with the characteristics of complex, global...

Strategies and Business Models used by Short-Chain Food Enterprises Marketing in Oslo (Norway) and Bristol (UK)

Published Online: Apr 02, 2023

Page range: 149 - 166

Received: Nov 18, 2022

Accepted: Mar 16, 2023

DOI: https://doi.org/10.2478/euco-2023-0008

Keywords
Oslo, Bristol, city, urban food marketing, short food supply chains

© 2023 Daniel Keech et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Strategies and Business Models used by Short-Chain Food Enterprises Marketing in Oslo (Norway) and Bristol (UK)

Published Online: Apr 02, 2023

Page range: 149 - 166

Received: Nov 18, 2022

Accepted: Mar 16, 2023

DOI: https://doi.org/10.2478/euco-2023-0008

KeywordsOslo, Bristol, city, urban food marketing, short food supply chains

© 2023 Daniel Keech et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Keywords
Oslo, Bristol, city, urban food marketing, short food supply chains