By referring to the developments of transition theories, this paper analyse the innovation pathways involving the wheat-bread value chain in Tuscany (Italy). The analysis sheds light on the relevance of the nature of social innovation carried out by grassroots initiatives in their pursuing radical change aimed at deeply redefining production-consumption practices through social interaction, to meet socially shared needs and achieving several social benefits.

While a number of works question the alterity of alternative food chains, little has been said about the social processes under which new economic models are, or may be, developed within the broader movement around ‘short food supply chains’ (SFCs) in Europe. Considering SFCs as economic organisations, we propose an analytical framework based on New Economic Sociology and Convention Theory, enriched by Social and Solidarity Economics, to capture the social construction of new economic models in such chains.