Conventional agricultural systems have contributed to social, economic and environmental problems and are the main threat to global sustainability. In response, theoretical frameworks to describe the transition to sustainable food systems have been proposed, emphasizing the necessity to shift from farm-level solutions to a focus on interactions within the entire value chain, from production to consumption. Despite the emphasis on the importance and potential of consumers to contribute to sustainable agri-food transitions, approaches to their role have remained within the traditional, linear supply chain framework. Marketing approaches view consumers as passive actors, limited to voting with their wallets, which has deepened the disconnection between consumers, producers and nature, resulting in a triple fracture. We analyze the role of the consumer in agri-food systems, contrasting marketing approaches with other consumers/citizens concepts and locate them within sustainability transition frameworks and a multi-level perspective. We discuss the re-establishment of the connection between farmers and consumers and human–nature connectedness and explore this connection mediated through innovative business models, which act as niche innovations with the capacity to influence regimes and landscapes within the multi-level perspective. The role of consumers/citizens in the co-creation of innovative business models is also addressed.

In the context of the current agri-food market, several factors have made it increasingly difficult to balance the components of sustainability in agricultural-based development. These factors include increasing internationalization, tighter control of distribution and frequent changes in agricultural policies. Indeed, in the framework of European rural policy there has been considerable debate in recent years concerning the role of the agricultural sector and how it should face the following challenges: productivity-competitiveness, environmental protection and socio-economic development. There is, therefore, a growing need for practical analyses that adopt a holistic approach. This paper analyses how this sector in the province of Almería (Spain), based on horticultural family farms, has risen to the above issues over recent decades. This case study provides some insights into the different trade-offs and synergies between sustainability dimensions. In particular, the integration of ecological, social and economic components may prove useful in helping other regions to adapt their agricultural systems, especially where these are characterized by small-scale farming.