Innovation and product qualification in apple production in Belgium

Abstract

Consumer concerns about food safety have been steadily growing during the last decade. Along with the recognition of the increasing power from the consumer side of food chains, this has forced agricultural producers to innovate and adapt their production methods. One of those innovations is integrated fruit production (IFP) aiming at providing consumers with specific quality products. The focus in this paper is on the establishment and impact of socio-technical networks that close existing gaps between the consumers' world and the one of producers. Specific attention is paid to the role of extension services and product champions as mediators. The theoretical framework comprises elements of the actor-network theory and economic conventions theory. It is shown that the interaction between the consumers' world and the producers' world results from a mediated interactive process that clearly influences the socially constructed technology. Relevant input from consumers, as well as adequate policy measures are urgently needed in order to realise a successful development of quality networks for fresh food.