Abstract
The impacts of the COVID-19 pandemic laid bare on a global scale the vulnerability of frontline workers across the food supply chain. Amid uncertainties beginning in March 2020 in the U.S., farmers, producers, and food production workers supported food consumption at significant personal risk to themselves for a grateful public. Particularly in the early days of the pandemic, frontline workers in the food supply chain were heralded as heroes and promises of social equity amassed in the public discourse. In the months since the peak of the public emergency, the spotlight on vulnerable food supply chain workers has diminished, yet the demand for fresh foods has surpassed previous record levels. In addition, the exodus of workers in this sector has placed a greater production burden on those vulnerable frontline workers remaining in the industry. The purpose of this conceptual research is to provide a theory synthesis of social marketing and public health that influences the behaviors of internal and external stakeholders for the greater social good, which in this case seeks to promote strategies for the social sustainability of frontline workers in the food supply chain. Building on frameworks of established coalitions, this conceptual research examines theory and practice at the individual, community, and societal levels to address public policy that makes good on the pandemic-era promises for social equity of vulnerable frontline food supply chain workers.
Presenters
Cynthia MejiaAssociate Professor, Department of Foodservice and Lodging Management, University of Central Florida, Rosen College of Hospitality Management, United States
Details
Presentation Type
Paper Presentation in a Themed Session
Theme
Food Production and Sustainability
KEYWORDS
Social Equity; Vulnerable Frontline Workers; Food Supply Chain; Public Policy
