ABSTRACT
This chapter examines the social media marketing practices of an alternative retailer, Luminare cooperative, to consider how retailer-based activism aims to promote alternative food networks by cultivating conscious consumers on Facebook. While espousing critical consumption in their mission, the physical space and online marketing practices seem to reflect the ideology of consumerism where customers are encouraged to participate through shopping. In southern Italy, social media use was common among entrepreneurs and part of a wider context of cultivating relationships and personal visibility. The chapter considers what makes the Luminare retailer model innovative. It discusses how Facebook marketing fits into Luminare's broader communication strategy, before looking at how the alternative foods on offer at Luminare were advertised through Facebook posts. The chapter describes the complete communication process from Facebook through to an in-person event, an aspect that may not be entirely clear if considering only the online practices.
