Abstract

Consumers have a growing desire to know where their food comes from and how it is produced, not only for health and safety reasons, but also to satisfy a nostalgia or a perception of “true”, “healthy”, “authentic” and “traceable”. The commercial urban agriculture sector attempts, at least in part, to respond to a growing demand from citizens for locally produced food and for local agriculture that can be signalled to consumers with the help of quality signs, such as reserved designations and added-value claims labels. To date, however, we can wonder about the issues of establishing an added-value claim “urban agriculture” to promote the distinction and development of food products from commercial urban agriculture. This study, using semi-directed interviews with 16 urban farmers and managers of urban agriculture businesses in Quebec, explores their perception of an added-value claim "urban agriculture" to certify their food products. The results of the thematic analysis carried out showing seven main issues, namely: notion of urbanity, sustainability of agricultural practices, valorization of hyper-locality, community, regulations, ownership concerns and relevance of the claim. These issues underline that the logic of commercial urban producers is not only mercantile but also community, social and environmental. In this sense, legislating a movement, under the establishment of a public food label to meet the market's needs and promote the development of this industry, can reveal the various forms of power, exclusion and inequality embedded in urban agriculture initiatives but also some niche opportunities for them. Thoughts are proposed to promote products from urban agriculture from the perspective of increasingly nurturing cities.