Stakeholder perspectives on emerging models of short food supply chains: a mixed-methods investigation on the 'Km Zero Newsstand' case in Italy

The transition of food systems towards more sustainable organizational models is increasingly positioning Short Food Supply Chains as a key channel to value the specific attributes of local products, while also meeting the growing demand for diversified consumption based on both socio-economic and socio-cultural drivers. The aim of this paper is to offer new insights into evolutionary multi-stakeholder organization strategies within SFSCs, analysing drivers and barriers to their adoption, and investigate consumer acceptance of such new models. We draw upon the case study of the Km0 Newsstand project, an initiative launched to enhance and promote the biocultural heritage of the Tuscany region through the direct sale of traditional agricultural products, local food specialities and crafts, as well as related services in newsstands. We adopted a mixed-methods approach to conduct an in-depth analysis of this innovative SFSC model. To investigate the perspective of producers and retailers, we developed a Strengths, Weaknesses, Opportunities, and Threats analysis and also a Social Business Model Canvas of this newly designed business model by collecting and analysing existing documents and carrying out in-depth interviews with key informants. On the demand side, we implemented an online survey (N = 1000) to explore the factors influencing the intention of consumers to use the Km0 Newsstand services, along with potential drivers and barriers for their purchasing behaviour. Results show how the model ensures a balance between financial sustainability and the mission of promoting sustainable local consumption while fostering economic, social, and environmental benefits for all stakeholders involved.