Embeddedness and organic certification influence on alternative food networks: a case study in the community of Madrid, Spain

The study explores the dinamics influencing Alternative Food Networks (AFNs) in the region of Madrid. To reach this goal, 13 farmers enrolled in the Control Body for organic agriculture have been interviewed. In-depth interviews have been designed using the concept of embeddedness, in its three aspects: ecological, spatial, and social. Three behavioural dimensions have been considered: i) understanding of the relationship between farming practices and benefits; ii) realising practices in the production process, and iii) utilising information to relate with consumers. Codification method has been used to build a theoretical model. Data have been collected through snowball sampling, along with saturation method. Four visions working together have been identified: economy, ecology, innovation/tradition, and society, determining the behavioural styles. Also, opinions about organic certification have been considered. The study could be useful for policy makers, considering the importance of AFNs in the new CAP 2014-2020.