cristina mora

This poster paper analyses the international marketing and trade strategies implemented by italian quality food producers with special attention to the export and trade aspects for some important Italian PDOs products: Prosciutto di Parma PDO and Parmigiano Reggiano PDO. Discussing the international marketing and trade strategies, according to the traditional 4P approach, the poster paper will report examples of the strategies of the exporters and would focus on the rapid change in trading and distribution channel. The future of PDO products is not only connected to their positioning, to their promotion and international protection but also to the strategies of the retail leaders and to the overall strategy of the procucers, that range from small companies to international companies. The latter is more and more present in these markets of "typical products" which represent a diversification and a good investment to improve market positioning.

Riassunto L’articolo si propone di analizzare le preferenze del consumatore per alcuni attributi del latte UHT parzialmente scremato, quali l’etichettatura di origine, la marca e la rintracciabilita. A tale scopo, e stato utilizzato il metodo degli esperimenti di scelta, che consente di identificare gli attributi importanti nel processo di scelta del consumatore, su un campione di 203 rispondenti. I risultati del modello logit multinomiale mostrano come la marca industriale sia l’attributo piu importante per il consumatore, seguita dal prezzo e dall’indicazione dell’origine italiana della materia prima. Dai risultati emerge come l'indicazione del paese di origine rafforzi in modo significativo la percentuale di scelta per ciascuna marca considerata. L’attestato di rintracciabilita, invece, non e valutato positivamente; in alcuni casi, la presenza di tale indicazione ha un effetto negativo sull’utilita dei rispondenti. Tuttavia, se associata ad attributi, come l'indicazione dell'origine italiana del latte, puo assumere un maggiore significato per il consumatore. Da questi risultati derivano alcuni spunti interessanti sia per gli operatori del settore che per l'autorita pubblica. Consumer's preferences for brand, country of origin and traceability of UHT milk Summary This paper aims to analyse the preferences of consumers for Uht (ultra high temperature) partially skimmed milk attributes like brand, country-of-origin labelling and traceability certification. A choice experiment, used to determine consumer value for these attributes, was submitted to a sample of 203 respondents. Results obtained with a multinomial logit model, suggest that market leading brand is the most important attribute for consumers, followed by price and Italian origin of milk. Specifically, Italian country-of-origin label adds value to and increases consumer choice of producer’s and retailer’s own brands. Traceability assurance scheme per se adds no significant value to individual consumers and, in some cases, decreases respondents’ utility. However, if associated with other attributes, like Italian origin of milk, it may be of higher value to consumers. These findings provide valuable insights to producers for product positioning in the UHT milk market, and to public authority for developing of new labelling policies.

ABSTRACT This paper aims to analyse the preferences of consumers for Uht (ultra high temperature) partially skimmed milk attributes like brand, countryof- origin labelling and traceability certification. A choice experiment, used to determine consumer value for these attributes, was submitted to a sample of 203 respondents. Results obtained with a multinomial logit model, suggest that market leading brand is the most important attribute for consumers, followed by price and Italian origin of milk. Specifically, Italian country-of-origin label adds value to and increases consumer choice of producer's and retailer's own brands. Traceability assurance scheme per se adds no significant value to individual consumers and, in some cases, decreases respondents' utility. However, if associated with other attributes, like Italian origin of milk, it may be of higher value to consumers. These findings provide valuable insights to producers for product positioning in the UHT milk market, and to public authority for developing of new labelling policies.

➢ European consumer's attitude is still hostile especially regarding food.➢ Legislation on biotechnologies has been shown to be linked with public attitudes. A fundamental step of the EU regulatory framework on GMOs was the introduction of compulsory labelling and ...

ABSTRACT This paper show a SWOT analysis of the extra-virgin oli ve oil sector in Italy. A SWOT analysis is a strategic planning tool used to evaluat e the Strengths, Weaknesses, Opportunities, and Threats involved in a project or in a busine ss venture or in any other situation of an organization or individual requiring a decision in pursuit o f an objective. It involves monitoring the marketing environment internal and external to the orga nization or individual. According to this analysis firms of different sizes an d organisational and operational structures coexist within the olive oil sector in Italy. The primar y production phase is made up of family run micro-firms characterised by high production costs and low profit levels, which as a result are closely tied to public subsidies. There are two distinct types of chain in the sector. Th e larger one is linked to big brands and packaging firms; it is heavily advertised and the standardise d product is normally a blend of different oils to meet consumer requirements. The smaller chain consists of direct sales from producer and / or press to the consumer. In recent years , this has become more dynamic than in the past. Here the product tends to be linked to its place o f origin, the method of cultivation of the olive trees, the season and method of harvesting and the proce ssing. These two strands will evolve differently according to global market for raw materials and finished products but also according to the new common agricultural po licies, objectives and instruments. The paper contains the analysis of distribution and consum ption of oil in Italy, the Specific aspects of supply, Trade issue, Strategic groups in the sector, so me facts about The reform of Common Agricultural Policy for Mediterranean products, and will analise the case of extra-virgin olive oil PDO and PGI products pricing policy.

In response to consumers’ increasing concerns about food safety, both supply chain operators and public authorities have developed, in the last decade, labelling schemes to provide markets with more information. Although some level of traceability is necessary to provide consumers with valuable information (such as country-of-origin, production process, ecc.), it is not clear so far if traceability per se is important to consumers. The objective of this paper is to analyse consumers’ perception of food traceability with respect to two food products: chicken and honey. More specifically, it aims to provide more insights for both policy makers and supply chain actors into Italian consumer’s perception and preferences for different attributes connected to traceability. After a preliminary qualitative phase, a choice experiment (ce) was employed on a sample of Italian consumers to analyse preferences for different profiles of chicken and honey. ce methodology allows to weight the relative importance of any given attribute for consumers, providing an estimation of their marginal willingness to pay (wtp). A multinomial logit (ml) and a latent class (lc) model were applied to estimate the parameters associated to each product’s attribute. The lc model, in particular, fitted better the data providing more detailed results able to capture heterogeneity of preferences across the considered products. One of the findings in this study is that traceability perception is a product specific issue: consumers have more preferences for traceability attributes in the case of chicken than for honey. This is probably due to a different level of perceived risk and to the higher market penetration of chicken. Therefore, on the one hand, we suggest supply chain operators to develop traceability-based valorisation strategies per product. On the other hand, the introduction of vertical public regulations on food traceability, i.e. defined per product category, should be preferred by public authority.

Although several studies have investigated consumer preferences for olive oil country-of-origin labelling (COOL), very little is known on consumers' preferences for new health claims (EC Reg. n. 1924/2006). This paper aims to analyse the introduction of these attributes, providing more insights into Italian consumer perception and preferences for different extra-virgin olive oil labelling schemes. After preliminary focus group and in-depth personal interviews with representatives of retailers and producers' organizations, a choice experiment (CE) was employed on a sample of Italian consumers to analyse preferences for different extra-virgin olive oils. CE methodology allows to weight the relative importance of any given attribute for consumers, measuring the effects of interaction between different attributes. It can also provide an estimation of the marginal willingness to pay (WTP), or part-worth, of an attribute, such as health claim or indication of origin. The results p...

The objective of this study is to present the results of a research carried out on a group of farms involved in pig fattening (48 farms) to evaluate the economic impact of implementing human and animal health regulation. The five types considered in any case represent 90-95% of the total health costs, there are therefore economies of scale and considering the types of expenditure, veterinary medicines have a strong incidence on fattening farms, together with medicated feed for consumption on the farm and the control of Aujeszky's disease. The overall health costs have on average reached the 2% of total costs and the same value of the net income.

Nowadays, the increasing demand by customers and consumers for information on food quality and safety determines, to a certain degree, the structure of the food chain. Traceability is considered as a tool to reach and keep consumers' confidence, which became a central issue to restore consumers' confidence in beef safety after the BSE crisis that strongly affected the EU market. Numerous researches have been carried out to determine consumers' preferences related to quality and food safety. However, the consumer perception of beef traceability has not yet been studied enough. In this paper we want to investigate the perception of Italian and Spanish consumers on this issue by analysing the results of six focus groups carried out in both countries, in the framework of an EU project (TRACE- Tracing the origin of food) funded through the Food and Quality Priority of the EU Framework VI research programme. The differences and similarities in consumers' perception are ana...

This paper presents ongoing results of the EU project PEGASUS (Public Perception of Genetically modified Animals – Science, Utility and Society, 7th FP).The overall objective is to provide support for future policy regarding the development, implementation and commercialisation of genetically modified (GM) animals, both terrestrial and aquatic, together with the foods and pharmaceutical products derived from them. Food products derived from GM animals have not yet entered the market. Nonetheless, the ongoing discussion about GM crops and the recently initiated discussions about the safety and ethics of foods and pharmaceutical products derived from cloned animals have set the stage for the socio-economical issues that will surround the introduction of GM animals in the food and pharmaceutical chains. This papers shows the economic and governance pros and cons of GM applications in the animal and pharmaceutical chains, as well as the factors affecting their adoption. Public and produ...

Genetically Modified Organisms (GMOs) have been a controversial topic in recent years: while the scientific community has largely accepted the validity and safety of using this biotechnology in the food industry, public opinion still shows a certain suspicion and fear. The legislator is interested in knowing how public opinion could be engaged and what policy decisions regarding the assessment of the risks and benefits of GM animals and derived products might be addressed. This paper focuses on a Citizens’ Jury event organized in Parma (Italy) in 2012 in the context of the EU project PEGASUS (Public Perception of Genetically modified Animals – Science, Utility and Society, 7th FP). The main goal of the Citizens’ Jury was to address public perspectives and demonstrate ‘best practice’ in public engagement in order to develop future policy recommendations regarding innovation in the area of GM animals. The process, the potential role of citizens’ juries as a technique for engaging with...

The aim of this study was to investigate how sensory‐liking attribute perceptions (appearance, taste and organoleptic characteristics) can change between a readily visible vs a processed insect product before and after tasting. Results indicate that texture and appearance of the insect are perceived as stronger barriers than the taste attribute. Moreover, both unprocessed and processed insect‐based products generate more positive perceptions after tasting compared to expectations. The positive experience of tasting products with both visible and processed insect may lead consumers to reconsider their initial negative expectations and attitude towards entomophagy.

Healthy food choices are crucial for a healthy lifestyle. However, food choices are complex and affected by various factors. Understanding the determinant factors affecting food choices could aid policy-makers in designing better strategies to promote healthy food choices in the general public. This study aims to evaluate the food choice motivations and to segment consumer groups, according to their food choice motivations, in a sample of 531 Italian consumers (collected by convenience sampling), through offline and online survey platforms. K-means cluster analysis was applied to identify consumer groups using six food choice motivation categories (health, emotional, economic and availability, social and cultural, environmental and political, and marketing and commercial). The results suggest that the strongest determinants for the food choices of Italian consumers are Environmental factors and Health. Two consumer profiles were identified through the segmentation analysis: Emotiona...

College students’ lifestyle and eating habits strongly affect their health. Among many healthy eating behaviors, including whole grain food in the diet is known as providing health benefits such as maintaining a steady blood sugar, lower cholesterol, and since it is rich in fiber and minerals, it is essential for the well-being. However, consumers’ intakes of whole grain products remain below recommendation, including college students. This study aims to evaluate determinant factors contributing to college students’ willingness to include whole grain pasta in their diets. A sample of 499 students enrolled in a US college participated in this study. Most students perceived whole grain pasta as healthy and filling and somewhat tasty. Availability and price were not barriers for consumption. Logistic regression results suggested that factors affecting students’ willingness to consume whole grain pasta in the future were the desire to eat, cognitive and affective attitudes, perception o...

Seafood products are important sources of protein and components of a healthy and sustainable diet. Understanding consumers’ preferences for fish products is crucial for increasing fish consumption. This article reports the consumer preferences and willingness to pay (WTP) for different fish species and attributes on representative samples in five European countries (n = 2509): France, Germany, Italy, Spain, and the UK. Consumer choices were investigated for fresh fish in a retail market under hypothetical situations arranged by a labelled choice experiment conducted for seven fish species: Cod, herring, seabass, seabream, salmon, trout, and pangasius. The results show the highest premiums for wild-caught fish than farm-raised alternatives. Ready-to-cook products are generally preferred to whole fish, whereas fish fillet preference is more species-specific. The results show positive premiums for a sustainability label and nutrition and health claims, with high heterogeneity across c...

Health messages may be an important predictor in the selection of healthier food choices among young adults. The primary objective of our study is to test the impact of labeling whole grain pasta with a health message descriptor displayed at the point-of-purchase (POP) on consumer choice in a campus dining setting. The study was conducted in a large US college dining venue during lunch service; data were collected during a nine-week period, for a total of 18 days of observation. Each day, an information treatment (i.e., no-message condition; vitamin message; fiber message) was alternated assigned to whole grain penne. Over the study period, the selection of four pasta options (white penne, whole grain penne, spinach fettuccine, and tortellini) were recorded and compiled for analysis. Logistic regression and pairwise comparison analyses were performed to estimate the impact of health messages on diners’ decisions to choose whole grain penne among the four pasta types. Our results ind...

Overweightness and obesity rates have increased dramatically over the past few decades and they represent a health epidemic in the United States (US). Unhealthy dietary habits are among the factors that can have adverse effects on weight status in young adulthood. The purpose of this explorative study was to use a qualitative research design to analyze the factors (barriers and enablers) that US college students perceived as influencing healthy eating behaviors. A group of Cornell University students (n = 35) participated in six semi-structured focus groups. A qualitative software, CAQDAS Nvivo11 Plus, was used to create codes that categorized the group discussions while using an Ecological Model. Common barriers to healthy eating were time constraints, unhealthy snacking, convenience high-calorie food, stress, high prices of healthy food, and easy access to junk food. Conversely, enablers to healthy behavior were improved food knowledge and education, meal planning, involvement in ...

One of the main challenges of the future will be to feed a worldwide population of 9 billion people by 2050. To achieve this goal, the agro-food system will have to value those farming systems that produce high quality food and at the same time protect the ecosystem in which we live. After all, the agriculture sector strongly effects our environment, which has been recently subject to severe impacts, such as the increase of greenhouse gases, the formation of photochemical smog, contributing to fresh and marine waters pollution, general toxicity of the soil and intensive consumption of resources (often nonrenewable). Moreover, issues such as malnutrition, food waste, food and feed safety as well as loss of biodiversity, energy shortage and climate change are just some of the signals that suggest the need for greater attention to the choices of food production and consumption. The challenge to feed the planet in a more sustainable way is also the core value of Expo Milano 2015 “Feedin...

The Western Balkan countries have a strong heritage of culinary tradition. In the Focus Balkans project, the conjoint analysis method has been used in order to measure the consumers’ trade-offs between preferred levels of several attributes of traditional food products. By applying a conjoint analysis, researchers could gain a better understanding of the real value consumers attach to certain attributes when making purchasing decisions. The goals of the study described in this chapter therefore were to: (a) Measure the attitudes towards traditional food products expressed by Balkan consumers. (b) Assess the purchasing behaviour of traditional food product consumers. (c) Identify specific segments of consumers sensitive to traditional food products.

La crescita della domanda di alimenti, delle transazioni a livello globale e i cambiamenti dettati dall'innovazione tecnologica nelle industrie alimentari, hanno profondamente modificato negli ultimi decenni il rapporto tra produttore e consumatore accrescendo il potenziale rischio di asimmetria informativa. In parallelo, i nuovi interventi legislativi sulle questioni agricole e alimentari hanno coinvolto solo marginalmente l'opinione pubblica nel processo decisionale. Negli ultimi anni, molti decisori politici si sono trovati d'accordo nell'auspicare il coinvolgimento più ampio delle comunità nella definizione delle priorità nel processo decisionale (Rowe, et al. 2008). Tali comunità includono diversi stakeholder, tra questi i rappresentanti dei cittadini e dei consumatori, i gruppi di interesse ambientale e dell'industria, ecc. In questo contesto si inserisce anche una sensazione diffusa di allontanamento dei cittadini dai processi politici formali, che si riflette in una generale sfiducia nelle azioni dei governi e nella loro efficacia. Pertanto, l'impiego di metodi per il coinvolgimento dei cittadini nella partecipazione pubblica può rappresentare un valido supporto per la definizione delle strategie e delle linee di indirizzo delle politiche messe in atto dai governi.

Cristina Mora, Davide Menozzi, Giusi Faioli* Lynn Frewer, Wendy van Rijswijk** Percezione dei consumatori della rintracciabilità dei prodotti alimentari ... decisionale dei consumatori mettendo in relazione la conoscenza del prodotto con la conoscenza di sé (Gutman, 1982; Olson ...

Presentazione: In response to consumers' increasing concerns about food safety, both supply chain operators and public authorities have developed, in the last decade, labelling schemes to provide markets with more information. Although some level of traceability is necessary to provide consumers with valuable information (such as country-of-origin, production process, ecc.), it is not clear so far if traceability per se is important to consumers. The objective of this paper is to analyse consumers' perception of food traceability with ...

Abstract Food traceability standards aim to reduce the risk of food-borne disease by facilitating the withdrawal of food and feed products and to provide consumers with targeted information. This paper analyses consumers' attitude and behaviour towards traceable food in two different European countries: Italy and France. A survey has been conducted on two samples of Italian (n = 503) and French (n = 501) consumers, aiming to explain the intention toward purchasing traceable food using the theory of planned behaviour (TPB). The predictive power of the TPB model significantly increases in both countries when new variables are added: habits, trust, past behaviour and socio-demographics. The results show that attitudes drive the intention to purchase traceable chicken and honey in France. Trust affects the intention to purchase traceable chicken and honey in Italy. These findings may serve to target public interventions and private strategies towards food traceability.

The inclusion of insects as a protein source in feed production is not only related to technical, economical, and normative restrictions but is also affected by consumer acceptance. In this study, we evaluated consumers’ attitudes, intention to purchase and eat, and willingness to pay for meat obtained from a farmed duck fed with insect-based meal or a live insect diet. We conducted a survey among a sample of 565 consumers to test the effects of information about the benefits of using insects as feed on consumers’ attitudes towards animal-based products fed with insects. Providing information on the sustainability and nutritional benefits of using insects as feed increased both attitude towards and intention to purchase and eat meat products made from animals fed with insects. In the treatment group, we found a significant reduction from 21.9 to 14.0% in those who wanted to be compensated for buying a duck fed with an insect-based meal and an increase in those willing to pay the sam...

This paper focuses on the Italian beef market and chain organization after the bovine spongiform encephalopathy (BSE) crises. This food scare, on the one hand, strongly affected consumers' attitude, making meat safety one of the most important issues of product quality for both consumers and retailers and, on the other hand, had important effects on the supply chain organization. The coming into force of the European Regulations (EC) No. 1760/2000 and No. 1825/2000 on beef labeling has partly led to a reshaping of the structure and organization of the Italian beef chain. The new relationships and contracts along the chain have been analyzed, and the strategies set up by the retailers to improve beef safety and quality and reinforce market segmentation have been discussed. The experience of the COOP Italia, the most important Italian large-scale retailer, has been studied and discussed considering its chain organization and contract designing for beef products. [EconLit citations: L140, Q130, L220.] © 2005 Wiley Periodicals, Inc. Agribusiness 21: 213–235, 2005.