Beer from the mountains – Value creation through bridging rural/urban and local/global

Summary in the original language of the document

This paper presents a case study of a farmers’ cooperative, Gran Alpin, selling mountain cereal products to mainly urban consumers. It employs and constantly reproduces values of local and place while marketing to mostly extra-local consumers. High levels of trust are maintained through multiple relations in the local network and decisive for successfully transporting the cooperative’s values from the local to the global, from the rural to the urban.