Socially embedding the food system: the role of alternative food initiatives to build sustainable food models

The current industrial food system is failing in all aspects of sustainability. Alternative Food Initiatives (AFIs) and the industrial green food market (iGFM) both claim that they are building sustainable food models. This study looks into common strengths and challenges of AFIs in relation to iGFM. The research conducted a comparative case study of AFIs in the city of Sant Cugat del Valles in the metropolitan area of Barcelona (Spain) through a combination of qualitative methods. The results show that strengths reside in their socially embedding characteristics with decommodification and commoning aspects, whereas the biggest challenge for AFIs is to manage being competitive while keeping their principles. The paper concludes that AFIs contribute more to building sustainable food models than the iGFM, as the latter only partially green the system for profit. For AFI models to prevail, public sector support to shift the power imbalance of the market is significant.Key Policy Highlights:Alternative food initiatives (AFIs) are socially embedding sustainable food models.AFIs need help to compete within the current industrial green food market.The city government can play a counterbalancing role in favour of AFIs.Examples of city government measures include the cession of public space or providing farmland to AFIs.