Abstract
There are many papers that independently argue either for or against short or long food supply chain management.This paper attempts to combine both sides of arguments for short and long food supply chain through literature research.The arguments for short supply chain referred to in this paper as altruistic in nature.For a balanced view point, another set of list is compiled for arguments in support of long food supply chain or global food supply.Arguments for global supply referred to in this paper are viewed with economical value.Interviews are conducted on consumers of varying backgrounds as to their preferences on fruits and vegetables supplied through both long and short supply chain.Main research question is, when faced with the choice of altruism or economical values, which one will prevail?A look at the role of popular culture in shaping those preferences will also be investigated.Suggestions for managerial implications will be provided. Keywords-food supply chain; consumer preference; short food supply chain management;long food supply chain managementOver the years, there have been global scares with dioxin pollution, classical swine fever, and avian influenza, among others.These events have lead consumers to become more critical and wish to be informed about the origins and processes of food procurement, safety levels, production 1st Global Conference on Business,