“…We have seen how the general and global dynamics of the food value chain, as first described by Malassis (1977) and later elaborated upon by Wilkinson (2002), Morgan et al (2008) and others, have determined the evolution of this industry. In this sense, the increasingly global nature of food production as well as the rising power of large retailers along the value chain, which can be understood as the main features of the dominant paradigm of food production, have acted as the main source of pressure for change in this industry.…”