Social capital and community agricultural marketing in agrobusiness

Tóth, Anikó

Keywords: social capital, cooperation, community agricultural marketing

The confidence level of food industry actors is higher than the levels measured in previous decades. Among those questioned, recognition of the need for tighter cooperation can definitely be felt. The opportunity for cooperation is present; the question is how far this confidence level can further cooperation and the sublimation of individual interests, both necessary for joint actions. There is an obvious connection between the willingness to participate in joint programmes and the judgement of others’ participation in CAM programmes. Food industry actors participating in joint actions are fairly open with each other, which probably results from the fact that they feel the positive effects of the action and the cooperative behaviour of the other participants, and transfer their experiences to the other actors in the sector.

A primary viewpoint when judging satisfaction with the CAM programme is professional standards. Participants have passed the point where they judge solely based on the scale of financial resources. The have recognised the importance of professional values and clearly list this in pole position among satisfaction indicators. The majority of food industry actors feel the necessity of changing the way interests are enforced and have already made recommendations in various fora for increasing its effectiveness. However, most of these initiatives have yet to be realised.

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