Abstract: The growth of organic farming practices in the last
few decades is continuing to stimulate the international debate about
this alternative food market. As a part of a PhD project research
about embeddedness in Alternative Food Networks (AFNs), this
paper focuses on the promotional aspects of organic farms websites
from the Madrid region. As a theoretical tool, some knowledge
categories drawn on the geographic studies literature are used to
classify the many ideas expressed in the web pages. By analysing
texts and pictures of 30 websites, the study aims to question how and
to what extent actors from organic world communicate to the
potential customers their personal beliefs about farming practices,
products qualities, and ecological and social benefits. Moreover, the
paper raises the question of whether organic farming laws and
regulations lack of completeness about the social and cultural aspects
of food.