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The post-industrial service economy suggests new ways of thinking about food system design and building processes. This article discusses the need to explore best practices in the servitization of farming and theorize them as a new approach to food production, supply, and consumption. In contrast to prevailing theories that suggest reorganization of the global agri-food supply chain on the basis of the short supply chain concept or according to the community-supported agriculture model, servitization of farming puts forward a „made-to-order” food system. The purpose of this article is to develop theoretical and practical guidelines that suggest new ways of thinking about food system design and building processes. The article demonstrates the potential of a farming servitization to create new food system configurations through the combination of three approaches: holistic, design thinking, and evolutionary by providing a case study on a farm that uses a „service-driven” business model and makes-to-order organic vegetables, fruits, and greens. The case study approach allows in-depth, multi-faceted explorations and conceptualization of an innovative business model building process according to 5 phase design thinking model, which suggests gradual reorganization of the industrial food system as the result of farming servitization. |
