Views of Farmers and Industrial Entrepreneurs on The Iberian Pig Quality Standard: An In-Depth Interview Research Study.

Since 2014, the Quality Standard for Iberian meat, leg ham, shoulder ham and dry-cured loin has regulated production factors and processes involved in the raw material and manufactured products from Iberian pigs, the most important pig breed in both population size and economic importance of the southwest Iberian Peninsula. Regarding the changes to the Quality Standard that industrial entrepreneurs and farmers are currently demanding, a qualitative research study has been developed through 14 in-depth interviews with the purpose of understanding the perception of Iberian pig farmers and industrial entrepreneurs of the requirements of the currently-effective Quality Standard, as well as the conditions under which this is being applied. The results showed a consensus amongst the majority of the participants in aspects such as the maintenance of the breed base as 100% Iberian for reproductive females, weight and age requirements at the time of slaughter for the montanera category and the manufacturing lengths for dry-cured products. On the other hand, there were discrepancies between the requirements defined by the Quality Standard and those requested by the respondents for the non-free-range fodder-fed and free-range fodder-fed categories, with the industrial entrepreneurs and farmers being inclined towards the reduction in the age of slaughter of the former and the distinction in the production conditions of the latter.

Consumers' Perspectives on Alternative Short Food Supply Chains Based on Social Media: A Focus Group Study in Spain.

Nowadays, an increasing number of consumers are demanding more information and more direct contact with food producers in order to avoid the various intermediaries in the supply chain, thus improving food traceability and price transfer. This has led to the development of more direct (short) food supply chains (SFSCs). Although consumer preferences to use SFSCs rather than traditional (long) supply chains have been widely researched in the literature, this study brings a new approach with the use of social media sites to build online SFSCs. A focus group approach with a total of 32 participants was used in this study with the main objective to understand consumers' awareness and acceptance of SFSCs. Special attention was given to the use of social media and electronic word of mouth (eWOM) as new approaches to support the creation of such alternative channels.