Abstract

This theoretical chapter discusses the role that intermediaries may play in direct distribution, supply
chains and supply networks. The first approach does not recognize benefits from striving for collaboration
and avoids intermediaries’ participation as much as possible. Conversely, the latter two emphasize the
creation of economic and efficiency values, through the alignment of goals and resources directed by
a stronger channel lead body. However, in the case of micro-producers, increasing these values is not
the only motivation; lifestyle or esteem factors may be, for example, more potent drivers. The research
extends multi-actor supply arrangements beyond chains and networks, by introducing the concept of
supply communities. This is illustrated through a vignette of a regional food marketing umbrella group
that plays an organizing role. Findings suggest intermediaries to act as triggers for collaboration. The
complementary nature of the community approach suggests a framework for micro-businesses to strengthen
their operations with existing traditional supply arrangements.