Although the different alternative food networks (AFNs) have experienced increases worldwide for the last thirty years, they are still unable to provide an alternative capable of spreading on a large scale. They in fact remain niche experiments due to some limitations on their structure and governance. Thus, this study proposes and applies a design method to build a new sustainable food supply chain model capable of realizing a “jumping scale”. Based on the theoretical and value framework of the Civil Economy (CE), the Economy for the Common Good (ECG), and the Development on a Human Scale (H-SD), the proposed design model aims to satisfy the needs of all stakeholders in the supply chain. Max-Neef’s Needs Matrix and Design Thinking (DT) tools were used to develop the design model. Applying the design method to the food chain has allowed us to develop the concept of the “Food Village”, an innovative food supply network far from the current economic mechanisms and based on the community and eco-sustainability.

Reflection on sustainable economic models, such as the civil economy, has led to the development of alternative food supply chains grounded in ethical values and practices. From this perspective, the Food Village model was proposed to meet stakeholders’ needs, overcome the limitations of Alternative Food Networks, and scale up. In this study, a Discrete Choice Experiment on hypothetical Food Village participation scenarios was combined with the Portrait Values Questionnaire to analyse preferences for the model’s attributes in relation to personal values. The results indicate that consumers appreciate the ethical and territorial characteristics of Food Village, such as local and organic products and cooperative governance, as long as convenience is guaranteed (product variety, flexible hours). Furthermore, they prefer moderate forms of participation, while excessively burdensome involvement reduces their willingness to participate. Individual values influence preferences: values of “self-transcendence” and conservation are associated with greater willingness, while those of “self-affirmation” correlate with lower adherence to Food Village. This evidence suggests implications for policy and scalability: initiatives like Food Village, if supported by public incentives and flexible participatory schemes, can contribute to more sustainable food systems at scale.