Z pola na toruńskie stoły. Zakupy bezpośrednio od rolnika – perspektywa miejskiego konsumenta
Farm-to-table: Buying Directly from the Farmer – the Urban Consumer’s Perspective

Summary/Abstract: The aim of the article was to show the motivations and conditions regardingthe use of the offer to buy straight from the farmer (“from farm to table”) by Toruńconsumers, as well as to present the experience of using short food chains in this group.The theoretical and historical background of farm-to-table initiatives is presented,highlighting the importance of consumers as active agents in creating partnerships withfarmers. The research showed that more than half of Toruń consumers buy food straightfrom the farmer in some form and do so systematically, and the scale of purchases seemsto be increasing. The main direct motives for using or being interested in the “farm-to-table” offer are freshness, quality and health value as well as the price of the products.Indirectly, consumers are driven by trust, loyalty to the seller (farmer) and ideologicalconsiderations (non-economic benefits). This is a form of correcting the informationasymmetry and anonymisation of food, experienced by consumers. The issue of feedback –from the customer to the producer – was also important here, enabling farmers to modifyproduction, e.g. introducing new crops or new products.

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