Understanding Perceptions of a Peruvian Local Market Program: A Reflexive Thematic Analysis

Despite growing global interest in short food supply chains (SFSCs), little is known about how consumers in developing countries perceive these models, especially through digital platforms like social media. This study investigates how Twitter users represent and perceive SFSCs in the context of the Peruvian government´s “De la Chacra a la Olla” program. The study analyzed 1,167 tweets from Peruvian Twitter users referencing the hashtag #DeLaChacraALaOlla between 2014 and 2020, using reflexive thematic analysis within an exploratory case study framework to examine consumer perceptions of SFSCs. The analysis revealed three key themes in consumer perceptions of SFSCs on Twitter: direct relationships and fair pricing (“without intermediaries”), product quality and health benefits (“food well-being”), and appreciation for local identity and producers (“local valorization”). Our findings suggest that SFSCs are perceived by Twitter users as trustworthy alternatives to conventional supply chains due to their direct producer-consumer connections, promotion of food well-being, fair pricing, local valorization, and the role of social media in enhancing visibility, trust, and resilience within these networks.