“农消对接”模式的兴起与食品安全信任共同体的重建

Rise of the ‘Direct Farmer-to-Consumer Marketing'Mode and Transformation of Trust on Food Circulation: Reconstruction of ‘Trust-Based Community'in Food System of China

在当前的主流食物体系中,食品中间商控制话语权和定价权,严重威胁农户和消费者的利益,也引发了严重的食品安全问题。对于食品安全与农业生产有着共同认识的部分农户和消费者绕过食品中间商,走向直接联合,"农消对接"模式兴起。农户与消费者的信任关系也在逐渐发生转型,由系统信任转向人格信任。通过食物体系"信任中介""信任共同体"两个理论概念的提出和拓展,以及两个案例分析,本文建议从政策上推动"农消对接"模式发展,促进食物体系"信任共同体"的重建,推动食品安全社会共治。

In the current mainstream conservative food system,by controlling the power of pricing and advertising,intermediary businessmen are threatening peasants' and consumers' interest,and meanwhile causing severe food safety problems. With the share of common views on food safety and agricultural production,a handful of peasants and consumers in China begin to take action,seeking for direct connection and union,bypassing food intermediaries. Thus,‘direct farmer- to- consumer marketing',an alternative choice in the alternative food system,arises and develops during such a process. The relationship between peasants and consumers is undergoing a transformation,turning from system trust to moral character trust. By raising and extending the concepts of ‘trust- based intermediary'and ‘trustbased community',together with two case studies,this paper suggests offering more support to push forward ‘direct farmer- to- consumer marketing'in China,helping with the formation of ‘social market',and thus rebuilding the ‘trust- based community'in the food system and promoting co- protection mechanism of food safety in the whole society.