Beyond the conventional-alternative divide in agrifood transformation: Proximity combinations for scaling sustainability innovations

Research that treats conventional and alternative agrifood supply separately obscures the integrated nature of sustainability transformations. This article begins with the premise that systemic change requires scaling sustainability inovations through collaboration across diverse agrifood actors. Using a hybrid food network perspective, we examine how relationships among agrifood actors shape scaling. Drawing on scaling and spatial-relational proximity theory and on 24 interviews and transdisciplinary workshops with urban and rural actors from Austrian dairy supply, we specify how spatial, organizational, formal and informal institutional, cognitive, and social proximity relate to outscaling, upscaling and mainstreaming. Outscaling is associated with the highest social, spatial, cognitive and informal institutional proximity. From upscaling to mainstreaming, these proximities decline, while formal institutional and organizational proximities increase. We illustrate these patterns with three archetypal stories that can serve as vignettes in future interviews and surveys. Besides linking scaling and proximity literatures, we offer recommendations to support the scaling of sustainability innovations and outline avenues for further research.