**2.3. Embeddedness and sustainability**

Embeddeness is a concept widely used in food system research. Borrowed from economic sociology, the concept of embeddedness is widely used to characterize the different types of food systems: the dis-embedded globalized system and the more embedded localized system [23]. The embeddedness concept can be used to enrich the understanding of the broader sets of values tied to consumer motivations to buy at farmers markets [7]. As a matter of fact, local markets, where people exchange goods and services, are embedded in a network of social relations and meaningful systems of norms and rules [16]. Central to local food systems is the face-to-face connections and interactions between producers and consumers. Global markets are shaped less by social networks and norms, and impose instead compliance with their own norms of efficiency, rationality, optimizing and 'time saving' behavior. This global food system is experiencing societal, cultural, and moral disembedding. Ethical embeddedness is also being criticized resulting in a growing sense of distrust. Perhaps the development of more local systems is a result of social theory. This theory suggests that in situations of increasing distrust, alternative movements will emerge as consumers get organized to overcome their sense of insecurity [16]. As a result, alternative food schemes such as farmers' markets and community supported agriculture have emerged giving consumers access to food they perceive to be less harmful to the environment, society, and health.

The long term stability and sustainability of food systems is an interesting area of research. Academic literature on food research indicates a renewed interest in sustainable agriculture and food systems [4]. Sustainability has been described as having three conceptual pillars: social, environmental and economic factors. A sustainable food and agriculture system

<sup>1</sup>*local = place, vore = to consume*

requires economically viable farms and productive farmland to provide quality food [4]. Locally grown foods and farmers' markets contribute to the sustainability of the food system in many ways. Significant job and income impacts resulting from increased consumption of locally grown products are natural by-products of such systems. Ancillary benefits including increased access to healthy foods, business opportunities and drawing customers to down‐ town areas are also new trends.
