Ulusoy, E.Vicdan, H.Ekici, AhmetTillotson, J. S.Hong, S.Mimoun, L.2025-02-182025-02-182024-090276-14671552-6534https://hdl.handle.net/11693/116386This commentary offers a timely exploration of participatory food provisioning via emerging food technologies. Through an in-depth analysis of case studies of these technologies, we elucidate the changing nature of prosumption in orchestrating food market provisioning. Our investigation highlights a shift toward a non-anthropocentric vision of market provisioning, where value creation transcends human-centered paradigms to include alliances between humans, technology, and nature. By articulating the nuanced dynamics and outcomes of these alliances in the food market, we propose a reimagined perspective on value creation, urging macromarketing scholars to consider the broader implications of technology-driven, participatory food systems. Ultimately, we emphasize the necessity of integrating human and non-human stakeholders in the discourse on value creation, and challenge conventional notions of control, democratization, and sociality within prevailing food-provisioning systems.EnglishCC BY 4.0 (Attribution 4.0 International Deed)https://creativecommons.org/licenses/by/4.0/ProsumptionFood technologiesMarket provisioningNonanthropogenicSustainabilityArticle10.1177/02761467241253992