Most food in developed countries, including organic fruits and vegetables, is sold through supply chains run by large wholesalers and supermarket chains. A certain share is sold through local marketing channels such as speciality stores, food box schemes, farmers' markets, and community-supported agriculture (CSA). This study uses qualitative interviews and a quantitative survey to expose the differences between mainstream and local marketing of organic fruits and vegetables in Norway, why and to what extent farmers selling through these two sales channels are different. We find that the supermarket chains' requirements to provide large quantities of uniform product are burdensome for smaller farmers to match. Farmers supplying the mainstream supermarkets tend to be larger and more rurally located. Farmers selling through local marketing are likely to be smaller, closer to urban areas and more diversified in their production. For local marketing farmers, it is more feasible to produce according to organic principles, using local resources and crop rotation. Survey results also show that local marketing farmers are less motivated to produce fruits and vegetables by income and more motivated to produce organically to achieve better quality and sustainability. At the same time, there are also many similarities between the two groups, and we do not find evidence of a general “conventionalisation” of organic agriculture in Norway.

发达国家的大多数食品，包括有机水果和蔬菜，都是通过大型批发商和连锁超市经营的供应链销售的。一定份额通过当地营销渠道销售，如专卖店、食品盒计划、农贸市场和社区支持农业 (CSA)。本研究使用定性访谈和定量调查来揭示挪威有机水果和蔬菜的主流营销和本地营销之间的差异，以及农民通过这两种销售渠道进行销售的原因和程度不同。我们发现连锁超市提供大量统一产品的要求对于较小的农民来说是难以匹配的。供应主流超市的农民往往规模更大，更偏向农村。通过当地营销进行销售的农民可能规模较小，更靠近城市地区，生产方式更加多样化。对于当地的营销农民来说，根据有机原则进行生产，利用当地资源和轮作进行生产更为可行。调查结果还显示，当地销售农民通过收入生产水果和蔬菜的动力较少，而更有动力进行有机生产以实现更好的质量和可持续性。同时，这两个群体之间也有许多相似之处，我们没有发现挪威有机农业普遍“传统化”的证据。利用当地资源和轮作。调查结果还显示，当地销售农民通过收入生产水果和蔬菜的动力较少，而更有动力进行有机生产以实现更好的质量和可持续性。同时，这两个群体之间也有许多相似之处，我们没有发现挪威有机农业普遍“传统化”的证据。利用当地资源和轮作。调查结果还显示，当地销售农民通过收入生产水果和蔬菜的动力较小，而更有动力进行有机生产以实现更好的质量和可持续性。同时，这两个群体之间也有许多相似之处，我们没有发现挪威有机农业普遍“传统化”的证据。