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Transparent farmers: how farmers are using technology for new ways of selling and communicating with consumers
Linnaeus University, Faculty of Technology, Department of computer science and media technology (CM).ORCID iD: 0000-0002-0224-4960
Nybrukarna, Sweden.
2018 (English)In: ICT4S2018, 5th International Conference on Information and Communication Technology for Sustainability / [ed] Birgit Penzenstadler, Steve Easterbrook, Colin Venters & Syed Ishtiaque Ahmed, EasyChair Publications , 2018, Vol. 52, p. 398-409Conference paper, Published paper (Refereed)
Abstract [en]

There is a growing number of farmers embracing information and communication technologies (ICT) as a way of enabling direct sales to consumers and creating added value through involving the consumers and making food production more transparent. This article presents the case of Nybrukarna, a community supported agriculture (CSA) cooperative in the south of Sweden, and explores how social media is used in their operation. The social media posts during a growing season were analyzed and used to identify different cases. Three main themes were identified: (1) practical communication and feedback from customers; (2) increasing transparency of crop production and values; (3) marketing and direct sales. These results were combined with information from a survey with feedback of the CSA customers, and a survey with growers in similar context, for identifying and discussing challenges, drivers, and opportunities for future development and research.

Place, publisher, year, edition, pages
EasyChair Publications , 2018. Vol. 52, p. 398-409
Series
EPiC Series in Computing, ISSN 2398-7340 ; 52
Keywords [en]
CSA, Farming, Food, Social media, Transparency
National Category
Human Computer Interaction
Research subject
Computer and Information Sciences Computer Science
Identifiers
URN: urn:nbn:se:lnu:diva-84615DOI: 10.29007/fmhhOAI: oai:DiVA.org:lnu-84615DiVA, id: diva2:1320510
Conference
5th International Conference on ICT4S, Toronto, Canada, May 14-18, 2018
Available from: 2019-06-05 Created: 2019-06-05 Last updated: 2019-06-05Bibliographically approved

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Zapico, Jorge Luis
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CiteExportLink to record
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Citation style
  • apa
  • ieee
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  • de-DE
  • en-GB
  • en-US
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  • nn-NB
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Output format
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