Reacting to industrialized food production, since the Sixties some movements constitutes themselves developing the so-called short supply chain. This one char-acterizes itself as a form of narrative, that builds cultural meanings, reproduced into consumption and sales practices. Starting from the embedded feature of these practices, narrative constructions and data gathered from participant observations at Milan farmers’ markets are critically analyzed. Focusing the attention on the interactions, it is analyzed the net of meanings that explains the act of consump-tion in these markets, that can be synthesized in the concept of critical consump-tion. Moreover, these places are perceived as opposed to the desocializing tenden-cies.
Keywords: Farmers’ market, short supply chain, feeding, McDonaldization, thick description, focused interactions.