Nowadays, there are a number of projects tackling on challenges around which this study is based. For instance, the ultimate goal of the current project SKIN is to create a permanent stakeholders’ association on short food supply chain (SFSC) that works on the joint economic growth of the agricultural sector through the exchange of local food practices and through coaching sessions stimulating innovation. It creates a European network of best practices in SFSC that addresses the fragmentation of knowledge in the agricultural sector and supports bottom-up innovation initiatives.

This paper investigates the current research on how consumers select the foods they buy and how they define ‘quality’. Consumer decisions are complex and whilst a few consumers prioritise local above all other factors when selecting food, for most local is simply one of multiple factors which influence the food choices they make. Short Food Chains are not necessarily local but are based on supply chains with fewer steps in the chain from producer to consumer. Short Food Chains ensure that