Narrative transparency

Urban Farm DB summary

This paper examines how alternative marketing organizations communicate transparency amidst generalized risk and skepticism, using Community Supported Agriculture programs across the United States as context. It contrasts the traditional numeric approach to transparency, involving auditing and third-party certifications, with an alternative narrative transparency approach that emphasizes stakeholder dialogue and invites stakeholders to act as auditors. The article illustrates how alternative marketing organizations employ rhetorical tactics such as persona, allegory, consumer sovereignty, and enlightenment to communicate transparency to their stakeholders.