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This leads to two key conclusions first, that the key variable for establishing trust is satisfying the consumer's desire for safe (i.e. "fresh" food; and second, the materiality of the food and the perception of foods materiality (especially through social media), must both be actively constructed by the farmer to fit the consumer's ideal of freshness.This article asks how the application of digital technologies is changing the organization of the agri-food system in the context of the third food regime. The academic debate on digitaliz
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