Short or long channels? Characterization of food marketing channels in Spain

Food distribution is experiencing changing trends that seek to reduce the number of agents involved, promoting short marketing channels. The objective of this work is to know the perception of consumers towards short food marketing channels compared to the more traditional long channels using a qualitative methodology through discussion groups in different regions of Spain. The results show that consumers value certain items associated with short channels such as the quality of the products, benefits for rural development and the environment, as well as the sustainability of ecosystems.