The farm shop as a retroscaped place of experiential consumption

Abstract

AbstractAlternative food network research has referred to farm shops but rarely examined them in detail. This article argues that farm shops are not simply places of exchange but are complex, immersive, sensory‐rich places of meaning and experience. These arguments are developed through a study that adopts an interpretive/embodied perspective on conventions and applies them through a multi‐methods approach, incorporating autoethnography, interviews, a questionnaire and website analysis. The influence of farm shop interiors and farm context were investigated through thematic analysis. It was found that consumers desired a rustic interior aesthetic, an external ambience enabling exploration and an opportunity to escape time poverty through consumption. Farm shop owners endeavoured to provide a rich multi‐sensory interactive consumption experience, encompassing both enterprise buildings and surrounding farm sites. It is argued that use of ‘farm‐site’ consumption experiences distinguishes these enterprises from each other, contributes to consumer immersion and positively contributes to the collective identity of ‘farm shops’. Furthermore, the provision of retroscaped experiential consumption promises resilience from supermarket co‐optation.