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Scholarship on Alternative Food Networks: from mid-life crisis to life begins at 40?

Lookup NU author(s): Dr Angela Tregear, Professor Matthew GortonORCiD

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This work is licensed under a Creative Commons Attribution 4.0 International License (CC BY 4.0).

Abstract

This paper critically assesses the literature on Alternative Food Networks (AFNs), based on a systematic literature review, encompassing work from both the rural studies and marketing disciplines. It reflects on the gaps between the contributions from both disciplines, and how they could be addressed in future research. A typology of AFNs helps understand the varied challenges faced. Too many AFN studies depend solely on producer and loyal customer perspectives, leading to overly optimistic assessments of their consumer appeal. Moreover, a tendency to downplay or overlook marketing management considerations, reduces the literature’s relevance for practitioners. Addressing the latter, and more critical assessments of how different types of AFNs can address social and planetary imperatives, are vital for reinvigorating the AFN literature to overcome its mid-life crisis.

Publication metadata

Author(s): Tregear A, Gorton M, Maye D, Morse A, Steytler M

Publication type: Article

Publication status: Published

Journal: Journal of Marketing Management

Year: 2025

Pages: Epub ahead of print

Online publication date: 12/11/2025

Acceptance date: 23/09/2025

Date deposited: 30/09/2025

ISSN (print): 0267-257X

ISSN (electronic): 1472-1376

Publisher: Routledge

URL: https://doi.org/10.1080/0267257X.2025.2579744

DOI: 10.1080/0267257X.2025.2579744

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