For centuries, heirloom rice varieties have been grown on the terraces of the Cordillera Mountains of Luzon, Philippines, terroirs known for their significant historical, cultural, and aesthetic values. However, heritage heirloom rice farming is gradually being abandoned, mainly because of its lower productivity and the struggle of the sector to create a sustainable niche market for heirloom rice by branding its cultural, social, and nutritional values. We propose several demand-side intervention strategies for the valorization of heirloom rice. To support the (...) development of a segmented marketing strategy for heritage farming, we provide evidence on urban consumers’ willingness to purchase heirloom rice. We interviewed 500 urban consumers from Metro Manila in July–August 2015, who placed a purchasing bid on a kilogram of heirloom rice. Consumers’ bids averaged PHP 72.61 kg−1, which is less than half its current market price. This explains why heirloom rice struggles to gain market share in urban markets in the Philippines. Given this bid price, we estimate a potential market size of PHP 20.3 billion that could be created for heirloom rice and tapped into by heritage farmers. Findings further indicate that women, business owners, and consumers who buy packaged rice and eat pigmented rice are willing to pay more for heirloom rice. Finally, our evidence suggests that proper information framing will be necessary to create demand and support the valorization of heirloom rice to preserve cultural heritage and in situ biodiversity of rice landraces in the Philippines. (shrink)

“Local food” is gaining in popularity, particularly within a rising alternative food movement, yet it remains an ambiguous term. We use an illustrative example—the case of “local milk” in Hawai‘i—to demonstrate this point. We evaluate "localness" by measuring the origins of production inputs by economic value and physical mass–an approach that is akin to the Made in America standard. The innovative method we propose is easily replicable to other food products or locations worldwide. We find that most first order production (...) related inputs are obtained from non-local sources. Our findings are significant to the local food debate because a focus beyond the point of production to upstream inputs in the life cycle of a food item can push towards a re-framing what local means both in Hawai‘i and beyond. In particular, our findings suggest that production system type, as opposed to location of production end-point, might have a greater impact on the degree of localness of a product. Looking forward, a shift in focus towards production system characteristics may help researchers make headway in exploring the environmental and economic effects of local food. (shrink)

As local food activities expand and grow, an important question to answer is how various participants contribute to a local food system’s overall vitality and strength. This paper does so by focusing on the relationships between locally-oriented farm and retail actors and assessing what the configuration of these relationships tells us about the workings of the broader local food system. Such an analysis reveals two things. Empirically, it shows the important role food retailers play in the overall vibrancy of local (...) food exchanges: food retailers form crucial links holding the broader system together and significantly expanding consumer access to local foods. Further, different retailer types have distinct impacts on network configurations, each serving particular roles in the development and maintenance of local food systems. Methodologically, this paper shows the value of applying social network analysis techniques to the study of local food systems: such an approach yields insights that may not be as readily assessable from other strategies. In this paper, I overview common network analysis techniques and apply them to a case study of local food activities in New England, suggesting how such an approach might be applied to local food systems in other places. (shrink)