Scholarship on alternative food networks: from mid-life crisisto life begins at 40?

This paper critically assesses the literature on Alternative Food Networks (AFNs), based on a systematic literature review encompassing work from both the rural studies and marketing disciplines. It reflects on the gaps between the contributions from both disciplines and how they could be addressed in future research. A typology of AFNs helps clarify the varied challenges they face. Too many AFN studies depend solely on producer and loyal customer perspectives, leading to overly optimistic assessments of their consumer appeal. Moreover, a tendency to downplay or overlook marketing management considerations reduces the literature’s relevance for practitioners. Addressing the latter, and more critical assessments of how different types of AFNs can address social and planetary imperatives, are vital for reinvigorating the AFN literature to overcome its mid-life crisis.