Farmers’ trade skills: exploring the local food chain in Leeuwarden, the 2018 European Capital of Culture

Local food chains have received increasing attention as an alternative to the mainstream, unsustainable global food model. Farmers who directly sell their products to consumers are an essential link in local food chains. Surprisingly, research on local food chains has mostly focused on the final consumer, leaving the role of farmer–sellers largely unexplored. This study investigates the trade skills of farmers who are selling (their own) products and their knowledge of their consumers’ base. It takes a qualitative approach and uses in-depth interviews with both farmer–sellers and their potential clients. Contrary to existing literature, findings suggest that farmer–sellers have an articulated understanding of local food, possess refined trade skills, and know their customer base well. In line with existing literature, the importance of networks and of learning from customers is confirmed. Implications for practice and future research are discussed.Keywords: cultural tourism, direct selling, farmers’ knowledge, local food chai