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Although there has been considerable effort placed on measuring supply chains in order to assess their performance, these techniques have been found to be time and cost focused, aimed at coping with rapid change. This approach tends to have a short‐term outlook. Work on greening supply chains is much longer‐term in outlook. Is information intensive and biased towards the supply side? These two mindsets appear to be diverging, developing in conflicting directions. This is an alarming prospect for the environment, which has no place in future supply chain performance measurements, thus running the risk of being increasingly side‐lined; and for performance measurements, which is unconcerned with longer‐term sustainability in terms of the environment. The case is made to amalgamate the advantages of both schools of thought to allow long‐term views to be represented by short‐term performance measurement.

This chapter examines the emotional labor of food provisioning for women engaged in local food systems (LFSs), and considers how socio-demographic factors influence the emotional labor of food provisioning for women engaged in LFSs.

Qualitative data was used for analysis, and was gathered through in-depth interviews with 43 women across the state of Ohio who expressed concern with the agrifood system, but engaged in varied levels of LFS participation.

Results confirm that women engaged in LFSs experience heightened emotional labor in food provisioning. Showing care to family, community and the environment, transmitting values, sharing cultural traditions, and demonstrating skill were related to positive emotions that were heightened by LFS engagement. Women with higher incomes, those with partners and children, and those who were not employed were more likely to report these positive emotions associated with food provisioning.

Negative emotions associated with food provisioning were also heightened by LFS engagement. Women reported that LFS engagement heightened their sense of demand, burden, stress, and guilt with food provisioning. Low-income women, employed women, younger women, and women with children were more likely to report negative feelings connected with food provisioning.

This research helps fill a gap in existing literature and encourages agrifood scholars and LFS proponents to acknowledge the fact that women engaged in LFSs are performing significant emotional carework in their food provisioning. This research also confirms that considering intersectionality can be important to understanding the sphere of consumption in agrifood studies.