“…In describing the enabling role of local food initiatives in transitioning towards more sustainable diets, research carried out so far has analysed different types of local initiatives, recognizing the wide array of local food initiatives that exist—from the more grassroots and community‐based initiatives to more privately‐owned, business‐like activities (Grando, Carey, Hegger, Jahri, & Ortolani, ; Holloway et al, ; Lamine, ). Much in the same vein, in their article on Food Justice, Werkheiser and Noll distinguish between three types of local food movements, depending on their focus: individual, system or community, and the role that each play in helping to transform the global food system (Werkheiser & Noll, ). Given the predominance of research—particularly in Italy—on community‐based initiatives with a strong activist/ideological slant, this article wishes to contribute to further understanding the contribution of more business‐oriented local food initiatives to a shift towards sustainable diets.…”