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.

Dehesa is a remarkable agroforestry system, which needs the implementation of sustainable production systems in order to reduce its deterioration. Moreover, its livestock farms need to adapt to a new global market context. As a response, the organic livestock sector has expanded not only globally but also in the region in search for increased overall sustainability. However, conversions to the organic system have been commonly carried out without analyzing farms' feasibility to do so. This analysis is necessary before implementing any new production system in order to reduce both the diversity of externalities that the variety of contexts leads to and the vulnerability of the DDehesa ecosystem to small management changes. Within this context and in the face of this gap in knowledge, the present paper analyzes the ease of such conversions and the farms' chances of success after conversion in the face of global changes (market and politics). Different aspects ("areas of action") were studied and integrated within the Global Conversion Index (GCI), and the legal requirement for European organic farming, organic principles, future challenges for ruminants' production systems, as well as the lines of action for the post-2013 CAP (Common Agricultural Policy) and their impacts on the beef cattle sector were taken into account. Results revealed that farms must introduce significant changes before initiating the conversion process, since they had very low scores on the GCI (42.74%), especially with regard to health and agro-ecosystem management (principle of Ecology). Regarding rearing and animal welfare (principle of justice/fairness), farms were close to the organic system. From the social point of view, active participation in manufacturing and marketing of products should be increased.

A sustainability assessment of organic and conventional beef cattle farms in agroforestry systems: the case of the "dehesa" rangelands Pasture-based livestock systems are a key element for the maintenance of the dehesa ecosystem. However, adaptative changes (mainly intensification) are reducing their sustainability. As consequence, sustainable livestock systems must be found and implemented. Due to this, this work assesses the sustainability of 63 beef cattle farms (including organic and conventional ones) with two aims: (i) to identify the most sustainable systems and; (ii) to establish management measures in order to increase farms' sustainability. For this purpose, a methodological adaptation of the MESMIS Framework was applied. A cluster analysis allowed us to identify three farms typologies. Typology 1 (organic farms) had the highest scores for the sustainability index (66.75%) and for the majority of blocks of action. However, changes aimed at improving their self-reliance must be introduced. Typology 2 (mainly conventional) showed the lowest sustainability scores (52.44%), especially with regard to the agro-ecosystem and herd management. Due to this, this typology should implement agricultural practices more environmentally friendly, as well as a herd management based on preventive medicine. However, they showed adequate levels of productivity and competitiveness. Typology 3 (mixed) also showed low sustainability scores (53.41%). Its level of self-reliance is high. However, its low productivity and competitiveness must be encouraged. In general terms, all typologies are required to improve their agro-ecosystem management, to increase their competitiveness and business agility, as well as to reduce their economic risk. These aims can be achieved by means of fattening their calves, increasing the business diversification, elaborating products by the producer, and direct sales.

The livestock sector is of great importance for the sustainability of rural economies and many ecosystems; however, it also has a high environmental impact. Due to the growing demand for animal products, there is a need to design new livestock production systems that allow the combination of food security and sustainability. Within this context, organic livestock may be a useful strategy to achieve such a pivotal goal. However, there is a lack of studies that integrate the existing knowledge, specifically in organic livestock, and integrating the main aspects implied in its practice (its externalities and challenges). The present work aims to fill this knowledge gap, providing strategies and insights that will help stakeholders and policy makers to improve the sustainability of both the organic sector itself and that of the whole food system.

There is a current need to increase global livestock production in line with consumers' preferences for more sustainable and 'natural' products. Organic farming is considered among the potential production systems and market strategies that could be employed to cope with this change. Animal nutrition is key, as it greatly influences feed efficiency, animal health, and sustainability. Under situations where animal health care is technically more challenging, due to limitations in the use of veterinary drugs (such as in organic farming), the importance of feed is even higher. However, the there is a lack of commercially available permitted feed ingredients and the range of feed additives on the market is limited. This is partially due to the fact that organic regulations are mainly followed to ensure that pure organic methods are used, instead of trying attain the core goal of complying with organic principles and contributing to the sustainability of the sector. For example, improved animal health and animal welfare through the use of non-organically certified feed additives is needed. This lack of availability, along with difficulties for the feed industry to become organic, affects the development of sustainability in the livestock sector (which should be the final objective of organic farming) in both already organic livestock/feed companies and those still producing under the conventional system. In this context, the presented work may be interesting to producers and policymakers, as it is aimed at providing a critical view of the relationship between the market and the needs of the livestock sector, the sustainability challenge, and organic farming regulations as applied to animal nutrition.

Dry-cured Iberian pork products have long been a traditional and highly appreciated delicacy in Spain, and because of their excellent sensorial and nutritional qualities, their market is now growing rapidly worldwide. They are usually marketed in a whole-piece format or sliced in vacuum-packed trays, but both of these formats present problems for the consumer (difficulty of slicing the whole piece, loss of sensory properties once the vacuum-packed tray is opened . . .). This paper uses conjoint analysis to examine a new packaging format (called "slice slab") for dry-cured meat products that aims to overcome these problems. The product selected for analysis was Iberian dry-cured ham, as it is the most frequently consumed Iberian pork product. Data were collected by means of a survey conducted with 320 Spanish consumers from January to May 2010. Overall, the consumers preferred Iberian mast-fed ham, conventionally sliced and at the lowest price (5 €/ 100 g). Three well-defined preference-based clusters were identified: traditional consumers (n = 114), price-insensitive consumers (n = 113) and innovative consumers (n = 93). Analysis of the clusters indicated that sliced slab ham may be an interesting alternative for the most innovative consumers, who are willing to pay a premium for this packaging format. PRACTICAL APPLICATIONSThis study has presented a methodological guideline to analyze the importance of packaging in shaping consumers' preferences. In this context, the use of conjoint analysis may have a great potential for testing and evaluating both the acceptance and the economic feasibility of new packaging formats in the food market. Its results can also be used for a preference-based segmentation, which would allow target markets to be identified in which consumers' willingness-to-pay can be evaluated beforehand.The present work may therefore constitute a starting point in the search for new forms of presentation for both cured meat products and other foodstuffs that will be well accepted by the consumer. In particular, it opens the way for further research into sensory analysis in the context of testing and improving in the presentation of new foodstuff formats.

Meat production and consumption have been claimed to have negative impacts on the environment, and even on the consumer’s health. In this sense, alternative sources of protein, mainly meat substitutes and cultured meat, have emerged due to those perceived negative effects. Our paper carries out a choice experiment to analyze the preferences of 444 Spanish consumers and their willingness to pay for plant-based and cultured meats, as compared to conventional meat. Spain was considered of interest for this study due to its significant gastronomic culture, with high-quality meat products that make a great contribution to the economy, meaning that this could be a suitable and also challenging market in which to test alternative sources of protein. The findings show that consumers’ motivations and their interactions with these products are complex. Additionally, a cluster analysis allowed us to identify three types of consumers in terms of preference for these products: price-sensitive millennials, conscious/concerned consumers, and indifferent consumers. Only one group showed some level of acceptance of these alternative products meats.

The aim of the present study was (1) to investigate what consumers include within the concept of food sustainability and its link with sustainable consumption, by identifying meaningful consumer typologies from the concept of food sustainability and food choice factors framed by SDG 12, and (2) to know how different farm systems attributes affecting purchase behavior are associated with such typologies. Consumers from two Spanish regions (n = 403) answered a paper questionnaire to know their degree of knowledge of sustainability, and beliefs, behavior, attitudes and preferences towards food sustainability, and the importance given to product characteristics and shopping practices. A principal component analysis was conducted to identify groups with similar answers, to average some of the questions before the final analysis of variance, which includes demographic classes as fixed effects. A cluster analysis using the most representative questions identified two clusters. cluster 1 (68.4%) responded to more sustainability-related attributes, and cluster 2 (31.5%) presented a less-expanded concept of sustainability. The origin of the product and quality certification (local, organic) was important for food purchase practices. The place of residence and gender differences of the consumers were the most influential factors. In the conjoint study, regarding the purchase of Iberian pork, cluster 1 remained unwilling to sacrifice outdoor systems and local breed at the expense of the price, in the case of the Iberian pig production. The most important demographic differentiator was the region of residence of the consumer. In conclusion, consumers are not aware of the wider aspects included in the sustainability concept. Moreover, the concept of sustainability elicits different meanings to the segments of the consumers identified.