I suggest adapting a method called Multilevel Service Design (MSD). MSD looks at the holistic picture and includes 3 stages:

1) The Holistic Network
That means looking at the whole network with all stakeholder included. By doing so, we understand why supermarkets use this form of distribution and not another one. It is crucial to understand the network behind the current service concept because if you don't look at the bigger/holistic picture, changes may not be successful. This network includes B2B (e.g. farmers-supermarket-transportation-government), B2C (e.g. supermarket-customers), and C2C (e.g. customer-customers).

2) The Distribution System Analysis
After identifying the holistic network, the system itself gets identified. That is done by analysing the Service System Architecture (visual and systematic breakdown of the whole system) and the Service System Navigation (the flows and links within the system). This is important for identifying bottlenecks within the current systems or opportunities for add-ons to make the system more efficient and effective.

3) The Distribution System Redesign
Now we have a profound understanding of the current status and can start to redesign the distribution system in that way that bottlenecks and add-ons are efficient and effective not only on the distribution system itself but for the whole network.

That means that all stakeholders get a positive outcome (increased value propositions) and therefore agree to the changes: The customer has access to fresher food and gains higher well-being; the supermarket receives less food waste, lower costs, and higher satisfaction; the farmers receive more income and recognition; the government gains lower CO2 emissions and improved economic results.

But that also means that all stakeholders need to be involved in the (re)design process! Otherwise they may not agree to the changes even though the changes would be meaningful as they may not understand/accept them.

Source: Patricio, L. et al. (2011). Multilevel Service Design: From Customer Value Constellation to Service Experience Blueprinting. Journal of Service Research, 14(2), 180-200.

Representatives of
- major supermarket chains & logistic centres
- farmers
- government (agriculture, infrastructure, transportation, environment)
- consumers
- transportation & logistics
- service designers (public, network & infrastructure)
- infrastructure and network planners
- universities (using the knowledge and expertise of academics)

Government (funding for research & concept development)
University (knowledge, expertise, running the project)
Government (putting the changes into place - changes on public level)
Supermarkets (putting the changes into place - changes on private level)