**4.2. Conceptual framework**

To address the abovementioned objectives, a conceptual framework has been developed (cf. Figure 1).

**Figure 1.** Conceptual Framework

It shows the value delivery network that will be assessed in this study. Basically consumers are assumed to have requests regarding food quality, freshness, environmental and economic impacts, and healthiness. This is assumed to depict a certain size of operations (large versus small). This in turn will impact the type of channels member involved in these operations. It is assumed here that the distribution channels are very short, counting a maximum of 2 members: 1 producer/farmer and 1 distributor (if there are any). These channels create certain values that are logically different depending on the point of sale. Lastly, depending on the market coverage and the channel size, farmers, producers, or distributors will have a market‐ ing approach adapted to the value offered to the target market.
