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Master’s Thesis, 60 ECTS

Social-ecological Resilience for Sustainable Development

Master’s programme 2019/21, 120 ECTS

Food for transformation - food for thought

The development of transformative capacity of niche initiatives

in the Greater Cape Town area and the Stockholm city-region

Märta Jacobson

Stockholm Resilience Centre

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Contents

Acknowledgement ... 3

Abstract ... 4

List of figures and tables ... 5

1. Introduction ... 6

1.1 Purpose and research questions ... 7

2. Background ... 8

2.1 Cape Town – South Africa ... 8

2.2 Stockholm – Sweden ... 10

3. Theoretical framework ... 13

3.1 Food systems ... 13

3.2 Social-ecological transformations and transformative capacity... 14

3.3 Scaling and amplification processes ... 17

4. Methods ... 19

4.1 Philosophical position and research design ... 19

4.2 Data collection... 20

4.2.1 Sampling ... 20

4.2.2 Data collection methods ... 22

4.3 Data analysis ... 22

4.4 Limitations ... 24

5. Results ... 25

5.1 Seeds with similar visions of local food systems ... 25

5.2 Developing transformative capacity in the niche ... 28

5.2.1 Biosphere – reconnecting to life-support systems ... 28

5.2.2 Social cohesion and community engagement ... 30

5.2.3 Agency and innovation ... 31

5.3 Amplifying impact to contribute to sustainability ... 33

5.3.1 Stabilizing ... 33

5.3.2 Scaling deep ... 34

5.3.3 Growing ... 35

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5.4.1 Barriers to apply amplification strategies ... 36

5.4.2 Enablers for building capacity and amplifying impacts ... 37

6. Discussion ... 39

6.1 Building momentum through collaboration within the niche ... 39

6.2 Scaling deep – efforts towards a more equitable food system? ... 40

6.3 Rethinking transformation... 42

7. Conclusion ... 44

References ... 45

Appendices ... 52

Appendix 1: Interview guide ... 52

Appendix 2: Coding structure ... 53

Appendix 3: Amplification processes and examples ... 57

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Acknowledgement

First and foremost, I would like to thank all the participants in my study. Without you there would be no study, and there will not be a transformed food system. Thanks youyou’re your time and interesting dialogues. Your work is inspiring to many and brings hope for the future. Many thanks to my supervisor, Laura Pereira, for all the support, guidance, and pep talks, and for always being there when needed. My co-supervisors, My Sellberg and Amanda Wood, for the invaluable feedback throughout the process. It has been great working with you all and I have learnt a lot from you.

I also want to thank all brilliant members in my thesis groups: Stephan, Jenny, Hanna, Linna, and Chris, who have given constructive input and inspiration all the time throughout this process, and to the whole SERSD-class of 2019-2021.

To Tove Björklund and Elke Markey who assisted me with their contacts. Thank you! Thank you, Teresa, for proofreading my thesis. I am so grateful for your help.

Finally, my family and friends who are always there for me, and Joseph for all the motivation, advice, and encouragement.

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Abstract

As the global food system causes environmental degradation and contributes to detrimental health effects, a transformation is vital for a sustainable and fair future for all. Research on food system transformation and the role of food initiatives have increased. Niche initiatives or “seeds” in the food sectors in Stockholm and Cape Town are finding new ways to contribute to change in the social-ecological systems in which they operate. The questions addressed in this thesis are (i) how the transformative capacity of these seeds have developed over time (ii) what amplification strategies the seeds apply to increase their impact and (iii) what the enablers and barriers to amplification processes are. A three-dimensional framework of transformative capacity and a typology of eight amplification processes are used for the analysis. Findings indicate that seeds are building momentum and developing transformative capacity within three areas: connecting to the biosphere, social cohesion, and agency. The initiatives foremost apply strategies of stabilizing, growing, scaling deep, and scaling up to amplify their transformative impact. Food seeds play an important role in building

sustainable food systems and their contribution to change challenges the traditional thinking of growth in transformations and emphasize aspects of changing values, improving quality, and encouraging diversity.

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List of figures and tables

Figure 1: Map of district boundaries in South Africa with the City of Cape Town ... 8

Figure 2: Map of the Stockholm city-region... 10

Figure 3: The Seeds of Good Anthropocenes framework ... 15

Figure 4: The three domains of transformative capacity ... 16

Figure 5: Typology of amplification processes ... 18

Figure 6: Summary of the research process. ... 20

Figure 7: Tree diagram showing the sampling process in Stockholm and Cape Town. ... 21

Figure 8: Description of the data analysis process... 23

Figure 9: Frequency of amplifying processes applied by seeds. ... 33

Table 1: Attributes and descriptions of the seeds in Cape Town and Stockholm... 26

Table 2: Summary of findings from Björklund (2016) and Markey (2017) ... 28

Table 3: Reconnecting to the biosphere - examples and evidence ... 29

Table 4: Social cohesion and community engagement - examples and evidence ... 31

Table 5: Agency and innovation - examples and evidence... 32

Table 6: Descriptions and examples of barriers to apply amplification processes ... 37

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1. Introduction

Transforming food systems is key for a sustainable and fair future for all. Adequate food is a human right which is realized when “every man, woman and child, alone or in community with others, has physical and economic access at all times to adequate food or means for its procurement” (Committee on Economic, Social and Cultural Rights 1999). Access to safe, nutritious, and sufficient food is also one of the Sustainable Development Goals (SDGs). However, 690 million people in the world are hungry while overweight and obesity increase in all parts of the world (FAO et al. 2020). Concurrently, global food production is causing environmental degradation, pushing Earth’s systems beyond a safe operating space. Food systems account for 34% of total GHG emissions (Crippa et al. 2021) and is the main driver of biodiversity loss (Rockström et al. 2020). Thus, a transformation of the global food system, embracing economic and social change, and technological innovation, is urgently needed to address environmental challenges and increasing inequities (Pereira et al. 2019, Willett et al. 2019, Vieira et al. 2019).

There has been progress in addressing the three main challenges of food systems: food security and nutrition, livelihoods, and environmental sustainability, but a lot remains to be done to meet the SDGs (OECD 2021). These challenges are visible in diverse urban regions such as Greater Cape Town in South Africa and Stockholm city-region in Sweden. While food insecurity linked to poverty and inequality is prevailing in the former (Pereira 2014, Siebert 2020), the latter is struggling with a high per capita use of resources and barriers to reach environmental goals (Sellberg et al. 2020). However, there are initiatives working to tackle these challenges and contribute to sustainable food systems. Transformation research describe these initiatives as seeds, defined as initiatives applying a social, technological, economic, or social-ecological way of thinking or doing that is currently not dominant (Bennett et al. 2016, Pereira et al. 2018). Many seeds in Stockholm aim to contribute towards a transformation of food systems, and the region could be a forerunner in contributing to this (Sellberg et al. 2020). In Cape Town, seeds supporting local food systems have developed to also promote a local social economy (Zgambo et al. 2018).

There has been a call for understanding more about the transformative potential of emergent sustainability initiatives and their potential role in contributing to change (Pereira et al. 2018, Weber et al. 2020, Dorninger et al. 2020). Several studies have investigated transformative potential of small-scale sustainability initiatives, but few are looking at a temporal scale and to

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my knowledge, none are examining cases from both Global South and Global North within the same study. Björklund (2016) and Markey (2017) studied food seeds in Stockholm and Cape Town respectively. Björklund (2016) focused on the potential of eco-gastronomy in the Stockholm region to contribute to transformative change while Markey (2017) analysed the transformative potential of the eco-gastronomic niche in Cape Town. This thesis is an attempt to follow up and explore how these seeds have developed over time.

1.1 Purpose and research questions

The purpose of this research is to enhance the understanding of how seeds in Cape Town and Stockholm can contribute to a transformation of the food system to become (more) sustainable, resilient and equitable. Therefore, this thesis aims to address the following research questions: • What can a temporal analysis tell us about the transformative potential of seeds in Cape

Town and Stockholm? (RQ1)

• What amplifying processes have been undertaken in order to increase the impact of these seeds? (RQ2)

• What are the drivers and barriers influencing an effective implementation of those amplifying strategies? (RQ3)

By using cases from South Africa and Sweden, my aim is to analyse seeds from the global South and the global North within one study. The intention is to focus on a temporal aspect as well as a deeper analysis of the application of amplifying processes in the two geographical locations by using existing frameworks. While geographical context needs to be reflected upon in sustainability transformation research (Raven et al. 2017), this study strives to see the common features of seeds from two different contexts. The focus is on food seeds as phenomenon because they think and act in new ways to govern and live in harmony with the Earth’s ecosystems. As the biosphere is increasingly operated by humans (Folke et al. 2011), these seeds and their potential to contribute to change, are essential to study.

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2. Background

This chapter gives a background to the food systems in Cape Town and Stockholm. Though different at the local scale, both systems are embedded in the global food system, entailing both challenges and opportunities.

2.1 Cape Town – South Africa

Cape Town is the second largest city in South Africa and the capital of the Western Cape (Figure 1). The region has 6.3 million inhabitants and the population of Cape Town is approximately 4 million (Statistics South Africa 2016). Food insecurity is a large problem, especially prevalent amongst black African and coloured households1 (Shisana et al. 2014), and in Cape Town 80% of the households are food insecure with a low level of dietary diversity (Haysom et al. 2017). Price is the main factor in the purchasing of food and the income of households is therefore key to food security as it affects the ability of households to financially access food. Moreover, a lack of nutrition knowledge is also a critical factor (Battersby et al. 2014, Shisana et al. 2014, Faber and Drimie 2016).

Figure 1: Map of district boundaries in South Africa (after elections 2016) with the City of Cape Town highlighted in red within the Western Cape in yellow. (Source: Wikimedia commons)

1 The apartheid-era racial categories are still used by the state in South Africa: Black African, Coloured, Indian/Asian and White (Statistics South Africa 2016, Tewolde 2021).

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The South African food system is unsustainable with increasing negative impacts on social and environmental welfare reinforcing each other (Pereira and Drimie 2016, Drimie et al. 2018). It is transitioning into a regime where four major companies dominate the whole food chain (Haysom et al. 2017, Metelerkamp et al. 2020). In Cape Town, supermarkets have expanded rapidly, accounting for 97% of formal food retail (Battersby 2017). Despite the increasing numbers of supermarkets in lower-income areas, the distribution is still unequal and supermarkets are driving a change towards unhealthier diets as the supply of highly processed food increases. Even though healthier products are also becoming more available, they are more expensive than the unhealthy food (Greenberg 2017). Another effect of the supermarket expansion is the competition to local businesses, resulting in small producers becoming marginalised (Battersby 2017).

The food system in Cape Town has a clear legacy of apartheid with an unequal distribution of resources and power creating marginalised areas in which access to food is constrained (Battersby et al. 2014, Siebert 2020). The system is complex and dual, comprising the formal sector and the informal sector. The latter has grown as a response to apartheid and the inequalities that system brought in terms of access to resources needed to produce or buy food (Battersby et al. 2014, Haysom et al. 2017). This unequal access to food manifests itself in a low consumption of fruits and vegetables in the poor and informal settlements (Shisana et al. 2014, Siebert 2020). Despite improvements in the situation in the last ten years, food insecurity is still an urgent issue and the local food system is under pressure with increasing climate volatility and liberalized markets (Haysom et al. 2017).

Concurrently there is a growing awareness regarding the need for a transformation of the food system to become more fair and sustainable (Metelerkamp et al. 2020). Among the less affluent in urban areas, alternative food networks play an important role to make food available and accessible (Siebert 2020) and there are civil society organisations working to promote the use of indigenous foods (Pereira et al. 2019). Metelerkamp et al. (2020) identify an emerging niche in the South African food system where a grassroots movement with a shared vision of transforming the current system is challenging the dominant structures through their work on agroecological production, food sovereignty and localization.

Through studying the eco-gastronomic niche in Cape Town, Markey (2017) found that initiatives can be considered as seeds of transformation since they work towards social-ecological sustainability, creating awareness and stimulating change. Seeds create new

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relationships between humans and nature through their business models, and there is an interaction between actors within the niches. The initiatives focus mainly on scaling deep and scaling out, and by sharing of ideas, experimentation and creativity, they create new constellations of existing system components.

2.2 Stockholm – Sweden

Stockholm is the capital of Sweden (see Figure 2) with a population of approximately 976 000 people in the city and 2.4 million people within the county (Statistiska Centralbyrån 2021). While food security is not commonly discussed in a Swedish context, there are increasing inequalities in health outcomes related to food as households with low socio-economic status and low incomes access less healthy and nutritious food (Mattisson 2016, Folkhälsomyndigheten och Livsmedelsverket 2017). The intake of unhealthy food is high (Wood et al 2019) but there is also an upward trend in the sales of vegetables which is driven by health aspects, increased interest in food and sustainability, and urbanization (Fernqvist and Göransson 2021).

Figure 2: Map of the Stockholm city-region from Sellberg et al. (2020). The definition of the Stockholm-city region is based on Eastern Sweden (NUTS1) in the European regional division and is used by local food governance actors. It includes six counties including Stockholm county.

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While the Swedish food system has an impact on health it also influences environmental processes nationally and internationally (Cederberg 2018, Steinbach et al. 2018). Food production contributes to negative environmental impacts and Swedish diets transgress several environmental boundaries including emissions of greenhouse gases (GHG) and cropland use (Moberg et al. 2020). 16% of the GHG-emissions in Sweden are related to food consumption (Naturvårdsverket 2020). However, Martin and Brandão (2017) show that environmental impacts could be reduced through increasing Swedish food production.

Like in South Africa, there are a few large, national supermarkets that dominate the food retail sector in Sweden as four supermarket chains covers 94% of the market share (Antonissen 2020, Fernqvist and Göransson 2021). A trend is that different sectors of the food system, such as processing and retailing, extract as much economic value as possible from both the producers and consumers while negative externalities on the environment and undesirable effects on human health continues to increase (Marsden 2018).

The Nordic countries are in a good position to reach healthy and sustainable food systems with financial, educational and institutional prerequisites in place (Wood et al. 2019). In addition, sustainability is accentuated in the national and regional food strategies (Government Offices of Sweden 2017, Länsstyrelsen Stockholm et al. 2019). The food strategy of the Stockholm County aims to promote the regional production of food and emphasizes the important role played by restaurants in increasing a sustainable food consumption, recognizing that there are consumers with knowledge and money who are interested in buying from local producers (Martin and Brandão 2017, Länsstyrelsen Stockholm et al. 2019). This demand co-develops with an emerging group of local food-producers who concentrate on niche markets and focus on selling directly to customers (Kuylenstierna et al. 2019), a counter-trend to the tendency of an increasing distance between consumers and producers (Eden et al. 2008, Milestad et al. 2010). With this growing interest in sustainable and healthy food, a beneficial national regulatory system on environment and animal welfare, and several innovative initiatives, Stockholm region has a good opportunity to be a precursor in transforming the food system into a more sustainable one (Sellberg et al. 2020).

By studying food seeds in the Stockholm region, Björklund (2016) shows how niche initiatives provide solutions to challenges in the food system and create new pathways through innovations and networking. They establish strengthened environmental values and increase awareness about sustainability in the food sector. Björklund concludes that eco-gastronomic

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initiatives can be seeds for transformation through processes of scaling out, and possibly scaling up.

Despite different contexts in terms of economy, politics, and social structures, there are similar trends and developments in food systems in South Africa and Sweden. Interesting initiatives and movements are found in both places that potentially can contribute to food system transformation.

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3. Theoretical framework

This chapter lays out the theoretical foundation for the thesis. It begins with a review of food systems theory and continues with a section on social-ecological transformations including the framework of Seeds of Good Anthropocenes (SOGA-framework) before defining transformative capacity. Lastly, scaling and amplification processes are discussed.

3.1 Food systems

Food systems are complex and dynamic social-ecological systems (SES), encompassing environmental, social, political, and economic factors influencing availability, access and utilization of food (Ericksen 2008). They include the environment, people, processes and institutions as well as all activities ranging from production to consumption (FAO 2018, Wood et al. 2019). The food system perspective stresses the importance of linkages and feedback loops between production and consumption, and between human and environmental health. Eakin et al. (2017 p. 759) define s sustainable food system as a system that “achieves and maintains food security under uncertain and dynamic social-ecological conditions, through respecting and supporting…the integrity of the social-ecological processes necessary for food provisioning”.

Food system transformation is complex and includes changing values, regulations, markets, and policies as well as technologies, infrastructure, and skills. A transformation is ecological, social and economic, but also political. Powerful actors benefitting from the current system are often interested in maintaining the same structure while innovators, entrepreneurs and community-based organisations are interested in changing the system (Herrero et al. 2020). Enabling transformation on a global scale requires a systems approach to healthy and sustainable diets, encompassing actions at different levels in the food system (Vermeulen et al. 2019). Feeding 10 billion people a healthy diet while staying within the planetary boundaries is possible if there is a shift in diets along with an increase in productivity based on regenerative practices and a reduction of food waste (Willett et al. 2019). The notion that diets have been fluctuating across cultures and countries for centuries gives hope that changing diets for the betterment of the environment and human health is possible (Vermeulen et al. 2019).

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3.2 Social-ecological transformations and transformative capacity

Resilience thinking and SES embrace the interconnectedness of humans and nature (Folke et al. 2010, Darnhofer et al. 2010), and transformation of these systems aims to increase societal wellbeing and strengthen the life supporting systems of the Earth (Westley et al. 2011). Transformational change comprises several dimensions including worldviews, norms and beliefs; the structure of networks and interactions between actors; and rules and practices, as well as power and resources (Folke et al. 2010, Moore et al. 2014). Transformation is explained differently in terms of what should be transformed, for whom, and by whom (Scoones et al. 2020). Encompassing a notion of action and agency, transformation herein is defined as processes creating “new systems and pathways while simultaneously challenging or breaking down aspects of the existing system” (Moore et al. 2018) resulting in “fundamentally altered human and environmental interactions and feedbacks” (Olsson et al. 2014). In a societal system, this would alter the way societal needs are fulfilled (de Haan and Rotmans 2011). Pereira et al. (2018) combine theory on SES transformations (Olsson et al. 2006, Moore et al. 2014) and socio-technical transitions (Geels 2002) to study how transformations occur, using the beforementioned concept of seeds in the SOGA-framework (Figure 3). The process of transformation is divided into three interrelated phases; preparation, navigation, and consolidation (Olsson et al. 2004, 2014, Folke et al. 2009) where preparation can be separated into three subprocesses (Moore et al. 2014, Pereira et al. 2018). In the first subprocess, sense-making, the awareness of the challenges with the current system is growing while the second, envisioning, is characterised by finding different pathways leading away from the unsustainable system configurations. In the third process, gathering momentum, actors begin to organize, develop networks, and mobilise support and resources.

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Figure 3:The Seeds of Good Anthropocenes framework (Pereira et al. 2018 p. 330)

Seeds experiment, innovate and build coalitions in the niche during the preparation-phase. A niche is a “societal subsystem understood as a constellation of culture, practices and structure that deviates from the regime” (Van den Bosch and Rotmans 2008 p. 31) where the regime encompasses the dominant culture, practices and interests. Learning processes, building support and social networking are facilitated (Geels 2004, Naber et al. 2017) and through a cumulation process seeds could gradually impact the regime if proto-regimes emerge and become institutionalized at the meso-level through a window of opportunity (Westley et al. 2011, Pereira et al. 2018). Although seeds rarely transform a regime on their own and need to be supported by external forces, niches can increase their potential influence on regimes by learning from each other and thereby making the niche level more articulated and stable (Naber et al. 2017).

The notion of transformative capacity to drive systemic change towards sustainability has been widely addressed in the literature (Olsson et al. 2010, Wolfram 2016, Brodnik and Brown 2018) and can be defined as “the capacity of individuals and organisations to be able to both transform themselves and their society in a deliberate, conscious way. This includes the capacity to imagine, enact and sustain a transformed world and a way of life that is in balance with the

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carrying capacity of our earth…” (Ziervogel et al. 2016 p. 955). Hence, transformative capacity embraces the ability to envision change and the power to act.

In this thesis, the framework on transformative capacity presented by Ziervogel et al. (2016) is used as it integrates ecological aspects along with social and governance aspects. The framework (Figure 4) identifies three aspects of transformative capacity: awareness of and a re-connection to life support systems; a well-developed sense of agency; and social cohesion. Reconnecting to life-support systems requires an understanding of people’s dependence on the earth and its resources (Ziervogel et al. 2016), and is a shift from the idea of humans dominating the earth for their own benefit to humans living in harmony with nature (Folke et al. 2011). Social cohesion entails building community ties and encouraging social networks and processes where people can learn and create change together (Ziervogel et al. 2016). From a food systems perspective this entails that food system actors see themselves as stewards of the planet which is key to increasing human and planetary health (Gordon et al. 2017). Agency, defined as “the deliberate exercise of individual or collective will" (Scoones et al. 2020 p. 67), connects to innovation and being an active co-creator of the future. It embraces the competencies of mobilizing stakeholders around a vision, engaging in networks, strengthening social capital, and promoting local knowledge and experimentation (Dorado 2005, Westley et al. 2013).

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3.3 Scaling and amplification processes

The literature on sustainability transformation and transitions encompasses the concept of scaling to discuss how an initiative can have a greater impact and contribute to a desired change (Westley et al. 2014, Moore et al. 2015, Naber et al. 2017). Through scaling processes, seeds can contribute to changing values and influencing the emergence of innovations (Bennett et al. 2016). Lam et al. (2020 p. 3) use the concept of amplification and define amplification processes as “diverse actions deployed by sustainability initiatives together with other actors…to purposively increase their transformative impact”. They developed a typology of amplification processes based on six frameworks from social innovations, social-ecological transformations and socio-technical transitions research. One main difference between the work in these three areas is how they frame the system of interest where the former focuses on leaders’ ability to initiate change while the other two adress the capacity of social-ecological systems and non-linear change in socio-technical systems, respectively. In contrast, a similarity is that they all recognize the following three dimensions of transformations: multilevel, multiphase and cross-scale.

The typology by Lam et al. (2020) (Figure 5) includes three broad categories: amplifying within, amplifying out and amplifying beyond. These categories are divided into eight specific processes: stabilizing, speeding up, growing, replicating, transferring, spreading, scaling up and scaling deep. Stabilizing refers to efforts aiming to make the impact of the initiative last longer through increasing the resilience of the seed and to ensure its longevity while speeding up refers to increasing the pace of change created. Growing implies that a seed reaches out to more places and people and extends its impact range, while replicating denotes a process where the seed is copied and planted in a different context. Transferring involves initiating a seed in a similar context but independently from the original one. Likewise, spreading refers to when an independent seed is emerging inspired by the original and in a dissimilar context. The last two processes, scaling up and scaling deep, aim to impact institutions, policy, rules and laws, and norms, values, and mindsets respectively.

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Figure 5: Typology of amplification processes from Lam et al. (2020 p. 11)

Transforming mindsets of actors is an important factor for speeding up systemic change in the food system (Herrero et al. 2020). Moore et al. (2015) argue that less mature initiatives often focus on impacting more people or places and as they see a need for wider systemic change they intensify their strategies to scale up and deep. For this to happen, transformative leadership that can articulate visions, express enthusiasm and emphasize values are important (Wolfram 2016). However, a strong, single leader is not enough, even though individual agency is important, since transformative agency needs to be distributed in the system (Westley et al. 2013, Moore et al. 2018).

Previous work shows the potential of food seeds to contribute to transformation. Hebinck et al. (2020) conclude that urban food initiatives contribute in different ways to transformative processes and outcomes while Vieira et al. (2019) find that food social enterprises have a strong transformative potential within the social setting, and in operational, governance and institutional aspects. Guerrero Lara et al. (2019) discuss the role of Traditional Ecological Knowledge in transformations and emphasize the importance of traditional practices.

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4. Methods

In this chapter, the methods used to explore the transformative potential and the amplification processes employed by food seeds in Cape Town and Stockholm, are described.

4.1 Philosophical position and research design

The aim of this study is to understand how seeds and their transformative capacity have developed over time. The seeds are situated in their local food-systems, which are social-ecological systems, thus a system’s perspective lays a foundation for this thesis. Understanding the seeds and their contexts requires involvement from representatives of the seeds and will generate several perspectives of the reality in the two geographical sites. From an ontological perspective, the underlying belief in this thesis is the existence of a real world regardless of how we perceive it, while the understanding of this world, epistemology, is constructed by the participants and the researcher, and thus cannot be purely objective. Hence, combining an ontological perspective of realism with an epistemological perspective of constructivism, this thesis aligns with critical realism (Maxwell 2013).

This research applies an iterative strategy (Bryman 2008) where theory is combined with empirical data throughout the analysis. It aims to enhance and expand the theoretical insights on transformation and transformational capacity of seeds. Because of the nature of the research questions, the research is inspired by a case study design where the two different locations, Cape Town and Stockholm, are used as geographical focus areas for the cases. The research process is summarized in Figure 6.

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Figure 6: Summary of the research process where several steps were carried out

simultaneously. Boxes shows what was done and clouds are ideas that shaped the process.

4.2 Data collection

4.2.1 Sampling

A purposive sampling process (Figure 7) was conducted to ensure that the best data possible could be accessed. This sampling method is often used within a case study approach and allows a selection of cases that contributes with different perspectives to the research problem (Creswell and Poth 2018). Based on the purpose of this study and the SOGA-approach, the criteria for participating seeds were:

- working in the margins of the local or regional food system with new or old ways of thinking and/or doing.

- have been existing for at least three years. - addressing social-ecological issues.

This study aims to follow up on seeds that participated in the studies by Björklund (2016) and Markey (2017). Hence, the two geographical locations of the Stockholm region and greater Cape Town were already given. First, I acquired information on nine seeds from Björklund (2016) and 14 seeds from Markey (2017) and I contacted six seeds in Stockholm and 13 in Cape Town. Of these, six and three seeds respectively agreed to participate. The seeds that

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were not contacted were deemed not relevant due to changed operations or their location outside the geographic area.

Due to a low number of seeds that were available to participate, additional methods were used. For the Stockholm region, where the access to seeds was uncertain and delayed, I began sampling based on Sellberg et al. (2020). From this I engaged four seeds. For Cape Town, where no other studies were available to me, I used a snowballing technique to sample additional seeds. Beginning with the recommendations from a key person within the local food system and building on further suggestions, I engaged with eight additional initiatives. In total I interviewed representatives from 21 seeds. One of them was not included in the final sample since they did not sign the consent form.

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4.2.2 Data collection methods

As a first step in the data collection process I gathered information from the website or Facebook-page of the seeds as well as from articles, reports, and other sources to inform the interviews. Semi-structured interviews were conducted between November 2020 and February 2021. The participants were either the founder or a person in a managerial position or with a responsibility for social or ecological aspects of the operations, since these individuals have relevant insights for the study. The duration of the interviews was between one and two hours, and they were conducted on Zoom except one that was done at the seed’s premises in Stockholm and one that was conducted by phone. The interviews with seeds in Stockholm were conducted in Swedish while in Cape Town, English was used. All interviews were recorded and transcribed.

Planning the data collection included constructing a framework with sub-questions based on the research questions and the literature review, specifically Lam et al.’s (2020) typology of amplification processes. Based on this, the interview guide (Appendix 1) was developed in which three themes (visionary food system, developments within the initiative, and successes and challenges) with sub-points were formulated. Semi-structured interviews were used since they allow for a flexible process (Bryman 2008) and for the interviewees to bring up discussions important to them and to elaborate on specific topics. They also allow for me as an interviewer to follow up on relevant themes.

4.3 Data analysis

The collection and analysis of data was kept broad and open to be able to notice new and unpredictable themes. The study applied a mixed inductive and deductive approach in which an iterative analysis where recording of emerging patterns in the data was done concurrently with consulting existing theories and frameworks (Tracy 2013). This was done through a process where theory and data were revisited several times. The interviews were transcribed as soon as possible after being conducted to stay as true to the content as possible. The transcripts in Swedish were translated into English.

The transcripts were subject to a thematic content analysis (Figure 8) and coded in several cycles using Nvivo software (NVivo qualitative data analysis software; QSR International Pty Ltd. Release 1.4.1). The first cycle consisted of descriptive coding (Saldaña 2016) to summarize segments of the data as well as to find overarching categories of information. Codes

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were developed based on established concepts and theories, primarily Lam et al.’s (2020) amplification typology, and on findings from Björklund (2016) and Markey (2017). In addition, codes related to descriptions of changes over time as well as other emerging themes in the data were recorded.

A second round, using a mix of focused coding and axial coding following Saldaña (2016), was undertaken to describe and delineate categories found in the first coding phase and to determine their relevance. In this process, relevant codes were reorganized and clustered into categories while redundant codes were merged or removed. In addition, the most frequent or significant codes were identified to guide the subsequent analysis. The final coding structure is presented in Appendix 2.

Figure 8: Description of the data analysis process.

To answer RQ1 I first consulted the main results (presented in chapter 5) from the studies by Björklund (2016) and Markey (2017) and then compared my data to these results and identified areas where there had been a change over time in the seeds’ strategies, activities, or capacities. Then, I added other evidence from my data that indicated important developments within the initiatives but had not been analysed in previous studies. These were compared to existing theories of what enables transformative capacity. After reorganizing the two categories of evidence: change as compared to results in the previous studies and change indicated by the interviewees, four broad interrelated categories emerged: ecological processes, social

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sustainability, agency and empowerment and financial viability. As a final step, these categories were compared to and aligned with Ziervogel et al’s (2016) framework. In this process, the last category, financial viability, was moved to the stabilizing process under RQ2, as it was considered to rather be a prerequisite for transformative capacity, and not transformative in itself.

For RQ2 and RQ3, the coding processes described above were guided by themes and concepts based on Lam et al.’s (2020) typology of amplification processes. As a result of the axial coding, I identified the three most frequently used amplification strategies and analysed them further by creating sub-categories. Afterwards, I connected them to related barriers and enablers identified within the data which were labelled as internal and external.

4.4 Limitations

A major constraint of the study is the limited number of seeds from previous studies that were available for participation, limiting the external validity or generalisability (Bryman 2008). This was addressed by analysing different aspects of transformative capacity and how they have developed, rather than focusing individual capacities of specific seeds. However, the results can still be used to expand on theory and shed light on theoretical frameworks to conduct analytic generalization (Yin 2018). Furthermore, although some of the seeds in the study have been existing for several years, most have not, and this short timeframe makes it more difficult to say something about transformative capacity and to be able to measure their sustainability impact. A longer temporal analysis where the seeds are followed closely would generate richer descriptions of how transformative capacity develops over time. In addition, although the framework from Ziervogel et al. (2016), that was used to align the aspects of transformative capacity, integrate social and ecological aspects, it is less strong in shedding light on governance and operational dimensions.

Due to the pandemic, online interviews were conducted and there was no possibility to visit the seeds which would have given the opportunity to see production or retail facilities, meet staff members etc. For the South African seeds, the impediment of not being able to experience the local food system, is a major constraint for the study. However, the unique opportunity to follow up on seeds from a previous study by using online interviews, outweighed this constraint.

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5. Results

This chapter presents the results of the study. It starts with a description of the included seeds and their visions for a future food system while the remainder of the chapter is structured according to the three research questions.

5.1 Seeds with similar visions of local food systems

The 20 seeds represented in this study comprise a diverse set of food systems actors including businesses, non-governmental organisations, foundations, and chefs. Table 1 summarises their attributes and activities. Similar visions for a future food system are noticable among seeds in Cape Town and Stockholm. The features include primarily a local system with close relationships and short supply chains supported by regional and global systems, a food production based on agroecological and regenerative principles, and an increased awareness about ecological, social and health-related issues connected to food. While the global food system and the big actors have a role to play, the need to promote local production and consumption of food as the foundation of the system is emphasized. Though the local contexts differ, food systems in both places are impacted by globalisation and most seeds are inspired by the same research, trends and ideas. Several of the South African participants have either received training in, or have other connections with, Europe or America.

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Table 1: Attributes and descriptions of the seeds in Cape Town and Stockholm

Seed Country Type Main activity Years of operation

Nr of employees

Description

Grönska SE Business Farming 5 – 15 13 Tech-company operating a vertical farm and selling farm produce such as

lettuce and herbs.

Develops and sells vertical farming technology.

Ängsö fisk SE Business Farming 15+ 2 (15

seasonal)

Small-scale, family-owned fishing company developing sustainable fishing methods.

Runs a café and shop where they sell their own fish.

Smakriket SE Business Wholesale 5 – 15 10 Brand of a distributing company focusing on origin and naturalness of

products.

Supports emerging producers with market access and communication.

Rosendal SE NGO Farming 15+ 25 (70

seasonal)

Foundation operating an open, biodynamic and regenerative garden. Runs a café and a shop, has an outdoor classroom and offers courses in gardening, foraging, baking and cooking.

Stefan E SE Independent

chef

Cooking - - Independent chef focusing on sustainability and food raw materials. Involved in “Chef of the Year”-competition, holds trainings for chefs and supports food producers.

Högtorp gård SE Business Foragining and

processing

5 – 15 2 Small-scale producer of artisanal food items from foraging in their organically certified forest.

Promotes the taste of the wild and the Nordic. Runs a farm shop.

Swedish miller SE Business Farming/Milling 15+ 11 Family-owned farming and milling company focusing on heirloom varieties

and organic agriculture.

Works with the whole value chain and has a webshop.

Sébastien på Söder

SE Business Baking 0 – 5 14 Artisanal baker focusing on seasonality, heirloom varieties, and organic food raw materials.

Runs a café and has a webshop and offers courses in sourdough baking.

Kalf&Hansen SE Business Cooking 5 – 15 25-30 Nordic fast food restaurants focusing on organic, seasonal and sustainable food.

Promotes sustainability, health and learning.

Jannelunds gård

SE Business Farming 15+ 2 Family-owned farm focusing on regenerative and organic agriculture. Runs a farm shop, a webshop and a pop-up restaurant.

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UCOOK SA Business Food delivery 5 – 15 170 Meal-kit delivery company focusing on local products, seasonality and natural

ingredients.

Supports small-scale organic agriculture through collaboration with PEDI and Abalimi.

Richard Bosman

SA Business Processing 5 – 15 13 Charcutier using traditional methods to cure pasture-read and ethically produced pork, beef and venison.

Runs a web shop, supplies wholesale and offers courses on curing.

Breadrev SA Business Baking 5 – 15 1 Consulting company supporting people in baking artisanal bread, building

wood-fired rocket ovens, and setting up bakeries.

PEDI SA NGO Farming 0 – 5 14 Organisation supporting emerging farmers with market access and training in

organic agriculture.

Runs an agrihub connecting 64 small-scale farmers.

Neihgbourhood farm

SA NGO Farming 0 – 5 19 Organisation promoting local socio-economic development and food security. Intalls and supports market gardens, neighbourhood markets, outdoor

classrooms.

Abalimi SA NGO Farming 15+ 11 Organisation supporting small-scale farmers through training, access to

resources through garden centres, infrastructure support and market access.

Artisanal baker SA Business Baking 5 – 15 100+ Artisanal baker focusing on locally sourced ingredients and ancient methods.

Runs several cafés and serves supermarkets with frozen products.

Meuse farm SA Business Farming 0 – 5 5 Small-scale vegetable garden producing specialty veg and herbs using organic

principles.

Delivers to restaurants, through veg boxes and donates to a local NGO.

Ocean View Organic Farmers (OV Organics)

SA Business Farming 0 – 5 5 A primary cooperative of five black women farmers that emerged from the closure of the Neighbourhood Farm urban farming training programme. Focus on organic agriculture and indigenous plants, and runs a market garden, plant nursey and a café.

Janse SA Independent

chef

Cooking - - Independent chef focusing on farm to fork, traceability and to reduce the environmental footprint of his restaurants.

Participated in the two previous studies

Did not participate in the two previous studies

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5.2 Developing transformative capacity in the niche

This section shows how transformative capacity of the seeds has developed over time. The baseline, consisting of results from Björklund (2016) and Markey (2017), is presented in Table 2. The findings reveal three aspects in which change over time could be linked to transformative capacity: ecological processes, social sustainability, and empowerment and agency. Each of these were aligned with Ziervogel et al.’s (2016) framework on transformative capacities and are presented below.

Table 2: Summary of findings from Björklund (2016) and Markey (2017)

Theme Result Study

Reconnecting to the biosphere

Seeds work with nature and activities that strengthen environmental values and contribute to an environmentally aware food culture.

Björklund (2016) Reconnecting to the

biosphere

Niche chefs adapt their practices to ecological conditions based on their systems understanding.

Björklund (2016) Reconnecting to the

biosphere

Seeds want to support environmental and/or ethical values and underline that food needs to taste good to attract customers.

Björklund (2016) Social cohesion and

community engagement

Seeds aim to achieve transformation of the bread industry by scaling out their own production model to bakers in low income areas, leaving the ownership to local communities to increase their food security and develop a sense of community.

Markey (2017)

Agency and innovation Niche-actors handle challenges through different types of social-ecological innovation.

Björklund (2016) Agency and innovation Interaction between the niche and the regime is low.

Engaging with the regime is not an active strategy to achieve transformation in the food system.

Markey (2017) Agency and innovation Success of innovation depends on sharing of ideas and

knowledge, experimentation and creativity.

Markey (2017) Agency and innovation Seeds are actively mobilizing food awareness and

stimulating change through awareness creation about healthy food.

Björklund (2016) Markey (2017) Agency and innovation Niche-actors identify as being part of a larger movement

and networks have evolved.

Björklund (2016) Markey (2017)

5.2.1 Biosphere – reconnecting to life-support systems

The analysis shows how seeds are working with ecological processes and connecting people to life-supporting systems by applying different strategies (see Table 3). Seeds use modern ideas and technology in combination with traditional ways to reconnect to the biosphere, for example by using online applications facilitating for customers to buy food produced using traditional techniques such as no-tilling. Activities to reconnect with the biosphere, learning about social-ecological systems and finding new methods and approaches are important. One participant explains how they work with a researcher to find ways of increasing production while

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enhancing the positive effects on ecosystems. Other participants describe that they improve stewardship through setting up Participatory Guarantee Systems (PGS), local quality assurance systems certifying producers (IFOAM 2020).

Some seeds are explicitly working with education and connecting to youth and school children through open gardens, outdoor classrooms and by supporting constructions of school gardens. Creating a reconnection to the life-supporting systems and increasing knowledge about agriculture and food produtcion are often key purposes of these activities.

“The reason why we are doing that is because a 16-year old from the school walked in here one day when we were harvesting carrots and she said “wow I thought carrots grew on trees”. That is at the age of 16. So this farm is actually beautiful as it is going to introduce you to agriculture.” (Ocean View Organic Farmers)

All these processes have developed over time and a temporal comparison also indicates that there is an increasing number of suppliers of organic and regenerative produce, which facilitates for seeds to use their systems understanding to source ecologically and ethically produced food.

Table 3: Reconnecting to the biosphere - examples and evidence

Aim Example Evidence Cape Town Evidence Stockholm

To learn about ecosystems to be able to contribute to increased ecological sustainability Participating in research projects or improving agricultural practices based on research findings helps seeds to become better stewards of the biosphere.

“I have been reading a lot about soil biology and the soil food web and that really emphasized that the importance of the soil food web, so we started to do a bit more compostee spraying in the third year to try to boost the soil food web in our plants.” (Meuse farm)

“Then we started a collaboration with SLU… we started to think that we would transition in some way…. and take it further from the organic and make it better in every way.” (Jannelunds gård) To support an increasing number of producers and suppliers working in harmony with nature By collaborating with, or buying from, more transformative producers and farmers, seeds increase and strengthen the connection to the biosphere.

“My job is to pay them a fair price for the meat and utilize that meat and sell it to the right customer who understands the cycle of regenerative agriculture… what is very encouraging is when I started it was one person that I could buy from in terms of pig farmers that was doing pasture and things, now I am buying from three and there are two more that I potentially could buy from.“

(Richard Bosman)

“We see results in the volume, that the suppliers find it exciting to work with us and it asks questions about what we are looking for for next year and they change their production because they suddenly see that we can buy...”

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5.2.2 Social cohesion and community engagement

Social cohesion and community engagement, and the notion that food is part of our culture and social life, are highlighted as important aspects of the seeds’ work. While mobilization and engagement are nothing new, the findings reveal that seeds deliberately improve on this over time and strive to be a positive social actor in their local context (see Table 4). The baseline shows that this has been, and continuous to be, an important aspect in the South African context in particular. In Cape Town, several NGOs implement activities involving the local community, such as having Opens Days at the farm, selling produce locally and engaging with local community networks. In addition to that, businesses contribute to social cohesion by building a community of followers, or by employing local staff. In Stockholm several seeds are building social cohesion indirectly through their shops and cafés which become meeting places, and they find that their activity creates a sense of pride among the local community.

“I think the direct contact to the customers in the farm shop is important, it feels like a lot of people appreciate that it's a local context. It feels like it has been valuable for people especially in the last year when you have not been able to do much else so many people have appreciated coming to the store every week, chatting with us, and I think that will stay the same afterwards, that you understand or value it more.” (Jannelunds gård)

Participants describe how they see an increasing interest and willingness to act among individuals and other actors. Their organisation or business is attracting people who share the same interests and values, and who want to belong to a like-minded community.

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Table 4: Social cohesion and community engagement - examples and evidence

Aim Example Evidence Cape Town Evidence Stockholm

To provide a meeting place and organize events in the local

community

By creating spaces where people can meet, exchange ideas and that makes them proud of their local community, seeds contribute to increased social cohesion and facilitates for people to engage in their community.

“So I think maybe the most important thing that has come out of the year here is that there is now a hub of activity where likeminded people are meeting more and more to have discussion on how do we move everything to something more sustainable, not just food. Second, that there is a place for these grower groups to come and get advice, seedlings, and compost.”

(Ocean View Organic Farmers)

“But now that we have ended up in Hällesfornsäs and we have got a shop, you find that people want to be proud that we are

there…It's really nice and important and fun to feel that you're also giving something back to the place.” (Högtorp gård) To employ local staff and encourage a diversity among staff By offering employment to local community members and to people who find it difficult to enter the formal job market, seeds are not only offering a meaningful activity and an income, but also increasing social cohesion as people can have a sense of belonging and learn a profession.

“So I set up my facility, my central production facility, close to the township area because the bulk of our staff, our working staff, are people from the townships, lower income, so I train those people from scratch and if they have a good attitude and take my rigorous methods, they build just such beautiful careers with us. The people we have seen coming form the street and who are now proper trained artisan baker, pastry chefs, cooks, chefs.”

(Artisanal baker)

“And we harvest all year round which also makes people wanting to work on this because we can offer permanent jobs all year round…Since early on, we have worked with people who recently arrived in Sweden and people who have been outside the labour market, and we worked a lot with the employment services.”

(Grönska)

5.2.3 Agency and innovation

Seeds are active agents trying to change the system in which they operate (see Table 5). They encourage agency by facilitating opportunities for people to influence the local food system through their consumption and behavior, for example by providing knowledge and helping consumers make informed decisions. Agency is enabled in activities as seeds, staff, members, and partners are strengthened in their ability to act. All seeds interact with other actors to work efficiently and qualitatively towards their aim as well as influencing the system, and collaborative patterns are emerging with an increasing number of actors involved.

“I sit in Matklustret.se which is an economic association in Sörmland, covering both producers, processors, restaurants, those who want to work with good food, and there we work to strengthen each other and not necessarily to connect with the

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big systems, but to find other solutions… And there you have joined forces, it started with ten but now it is up to 15 different producers I think.” (Högtorp gård)

Trust and shared values are key factors for seeds to connect and collaborate. Networks and collaborations allow for knowledge exchange and sharing of experiences which are used for developing and improving the seeds. Despite increasing partnerships, the interaction between the niche and the regime remains limited, and there are no clear indications that the niches destabilize the regime. However, some seeds do work with medium-large corporations and participants experience an increasing interest and demand for their work.

Innovation within the seeds encompasses doing things in new ways to take better care of ecosystems, for example developing better fishing tackle, or doing new actions ain the local context such as cover cropping. Both agency and innovation are aspects of transformative capacity identified in the baseline where networking, experimentation, exchange of knowledge, and increasing food awareness are highlighted.

Table 5: Agency and innovation - examples and evidence

Aim Example Evidence Cape Town Evidence Stockholm

To collaborate with others in partnerships and networks towards a common goal

Agency within the niche is increased when seeds collaborate with other actors and strengthen each other, increase their impact and find new solutions.

“I think that is another thing that has come out during Covid that partnerships are just sprouting up all over the place…cause we are all stretched for resources and everyone is like right what do I do best and what do you do best and I am not going to try to do two things but rather partner and do it together... And yeah I think that is something that is kind of happening which is amazing.”

(UCOOK)

“Every summer for the last 10 years we have had a large Nordic conference and the latest was the one for the whole of Europe where researchers, producers, farmers and chefs meet and have seminars and

exhibitions. It's really interesting. A lot of research that you learn there. It's grown a lot in the last 15 years.” (Swedish miller)

To empower staff, members or associates to become agents of change

Agency within individuals is increased when seeds work to empower people within their organisation through support and education.

“So we continue to provide support to the farmers, we are trying to get it there, we handed over our clients to the farmers so that they can service them directly. So where we were a middleman, now the farmers are starting to take orders directly from the hotels and deliver it themselves. And that actually empowered the farmers as well.”

(Abalimi)

“We receive about 40 interns a year to the park... people who want training or who want an education and need experience… We've gotten a lot better at taking care of interns lately. What we are looking at now is that we are going to have alternative education where you can train with us for a season.” (Rosendals

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5.3 Amplifying impact to contribute to sustainability

The results show that seeds are applying processes within all three categories of amplification strategies: amplifying within, amplifying out and amplifying beyond. While all processes are used to some extent (see Appendix 3), some are more commonly applied (Figure 8). In the following section I discuss the three main processes employed: stabilizing, scaling deep and growing.

Figure 9: Frequency of amplifying processes applied by seeds (each seed can apply more than one process).

5.3.1 Stabilizing

One feature of stabilizing is a clear focus and strategy for the seed which contributes to its longevity. This involves setting goals, refocusing, scaling down and professionalize. One participant explains how their goal was too broad and too inclusive to have an impact and how they began refocusing their objectives (Breadrev). Developing strategies and realising plans involve finding partners who provide support in terms of knowledge, networks, and/or financial capital through investments or donations. In turn, this allows seeds to become professional and financially viable. One interviewee describes that after partnering with a business-minded individual, the organisation became more stable and efficient (Artisanal baker).

Another feature relates to building resilience of the seed and thereby increasing its stability and longevity, which seeds are doing continuously. One participant describes how they develop their own technology to avoid expensive investment, another one how they diversify their

0 2 4 6 8 10 12 14 16 18 20 N UM BE R O F S EE DS AMPLIFYING PROCESS

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activities and a third explains how they develop internal systems to increase local ownership and management:

“So it just takes time to develop those systems and I am proud to say now, we are not there yet, but I would say in the next year I can walk away from the farms in their entirety and the distribution and they can run on their own without me.“

(Neighbourhood farm)

5.3.2 Scaling deep

The majority of seeds scale deep and the need for information, knowledge and communication to customers and clients on how, by whom and where the food has been produced is emphasized. Storytelling is an important tool to spread messages and influence behavior. The need to tell a story is bigger today as it creates more of an experience and within the eco-gastronomic niche, storytelling is a powerful tool to increase awareness. A chef explains:

“Just everything had like a story, everyone knew where every single thing on the dish was from, how it was grown, what cultivar, seasonality…. And something that we pride ourselves with was having this that everyone was telling the same story in their own way.” (Arno J.)

Close relationships with customers and clients are described as rewarding and useful for conveying stories. Though seeds are organizing events and strive to be a meeting place in their local community, the most frequent method to reach out is through social media, which is emphasized as a useful tool to effectively communicate with customers and followers.

Participants emphasize the importance of making sustainable food appealing. A lot of effort has to be put into this aspect, both in producing or serving delicious food that looks beautiful but also in the communication regarding food and the environment. Several participants describe how their product or service is a good alternative but also makes people question and challenge the current system. A charcutier illustrates the effects of his courses:

“So even though some people still do carry on as a hobby and they never buy bacon again, the other 80% either become customers of mine or they know what questions to ask so they stop buying mass produced bacon because they understand what it is.” (Richard Bosman)

In comparison to the baseline, seeds continue to create awareness about the current food systems and the negative outcomes by showing good examples, offering tasty and healthy food

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and using food as an entry point to discuss and increase the understanding of the connections to the planet and the community.

5.3.3 Growing

Seeds mainly apply two different approaches for growing: finding more customers within their niche, or expanding beyond the niche and collaborating with retailers and other actors at the meso-level while keeping its niche-characteristics. Some seeds are combining the two strategies, recognizing that reaching out to a larger customer base and working in partnerships with actors at the regime level is key to increase accessibility. One baker is expanding his original idea of high-quality artisan bread for high-end coffee shops to producing bread for the less affluent segments. This paves the way to introduce a less expensive range of bread into retailers’ assortment. Another baker explains his strategy:

“To everyone and then niched at the same time. You don't have to niche yourself and exclude, niche is about values, what you believe in… I want diversity, I want to promote diversity and create diversity.” (Sebastién på Söder)

Seeds also work simultaneously within the niche and with the regime to generate a stable income which allows them to grow, stabilize and work regeneratively. They use several methods to reach out such as opening stores in their vicinity, developing online shops to reach beyond their local context and working together with other actors. The data implies that seeds are approached by people or companies who want to work with them, which indicates that momentum is being built.

“But then after a while we didn't have to go out actively but people got in touch with us….We've always had customers so we've been busy. We have not put a lot of energy into bringing in new customers.” (Swedish miller)

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