Alma Mater Studiorum-University of Bologna Department of Agricultural Economics and Agricultural Engineering viale Giuseppe Fanin, 50 40127 Bologna (BO) Italy
MC holds the Laurea degree in Agricultural Sciences awarded by the Faculty of Agriculture, University of Bologna, Italy, in 1990, and got his Doctoral Degree in Appraisal and Land Economics from the University of Padua in 1996. He was enrolled as researcher at the Department of Agricultural Economics and Engineering (Alma Mater Studiorum University of Bologna) in April 1998, and from October 2005 he serves as Associate Professor.
Current research interests include agri-food marketing and marketing research, with specific topics regarding quality food specialties, organic food, e-commerce and wine business.
He is a member of several professional associations, such as the International Association of Agricultural Economists IAAE, the European Association of Agricultural Economists EAAE, the European Society of Rural Sociology ESRS, the Italian Society of Agricultural Economics SIDEA, the Italian Society of Agri-food Economics SIEA.
Abstract: This book represents a unique collection of European and Asian perspectives on the production, trade and consumption of high quality food.
The rapidly growing demand for organic and quality food in Europe imposes new challenges on competing food value chains. Europe, as the biggest worldwide food importer, attracts many developing and developed countries in Asia. Prospering Chinese and Thai food markets offer new opportunities for European operators. Wealthy and informed consumers on both continents search for trustworthy high quality food products. Farmers, operators and retailers from distant cultures are coping with different standards, facing the ever increasing necessity for mutual understanding.
This publication is the output of Bean-Quorum an European funded Asia-Link project. Bean-Quorum represents a consolidated network of researchers working together with the business sector and NGOs to enhance European Asian understanding about organic and quality food.
This book describes global trends in organic and quality food trade and connects them with recent developments in Asian and European market structures. Selected case studies illustrate the impact of organic and quality food production on topics ranging from sustainable rural development, to the potential of exotic new plant varieties to purchase decisions of European or Asian retail managers. Selected European markets are mirrored by the situation in Chinese and Thai markets. Finally, environmental issues concerning global trade of quality food are addressed.
Abstract: Due to increased purchasing power of certain consumer segments all over the world and the related growing demand for food specialties for differentiated goods in the international markets, agri-food trade and marketing is no longer focused on commodities only. Key concepts of 'Marketing', 'International Trade' and 'Quality' are taking the forefront in the scientific debate among agricultural economists dealing with agricultural and food products markets. The need for scientific knowledge about several aspects of marketing for quality food products is growing. The aim of this book is to link these key concepts together and consider connections, overlaps, contradictions and complementarities between them.
This book contains peer-reviewed articles covering a range of studies on international marketing and trade for quality food products and is edited with the support of the BEAN-QUORUM project, funded by the European Union's Asia Link Programme. The topics covered by the studies range from geographical indications to organic food; from fair trade to functional food; from knowledge about quality requirements to the impact of the quest for quality. The geographical scope of the studies is broad and the perspectives vary including the consumer, the producer and the supply chain side. The focal interest of the studies also range from competitiveness, to policy, to potential demand. The book is of interest to researchers and practitioners in international food networks of all types.
Abstract: Consumers' attention to food safety issues and environmental issues has increased overwhelmingly in recent decades because of their increased concern about their own health, the environment's health, and the crises and emergencies reported worldwide. Once the only option, organic agriculture has always been a production option followed by at least a few farmers all over the world. These farmers were prompted by ethical and environmental motivations, as well as by committed consumers who supported organic agriculture thanks to a separate but fairly elitist distribution channel. Organic food now has become a viable alternative for an increasing number of consumers that are worried about the presence of chemicals residues and the negative consequences on the environment caused by intensive production methods. Many farmers also now see organic farming as a way to stabilize or even increase their income due to public policy support and growing market demand. Organic Food: Consumersâ Choices and Farmersâ Opportunities gives an overview of the organic sector, both in Italy and in the United States, and demonstrates how agricultural economists are performing analyses dealing with organic produce on different points in the supply chain. It discusses economic issues raised by organic farming and takes into account both the consumerâs needs and the managerial and budget constraints experienced by the farmers. Also farm management methodologies and marketing analyses are used with specific research topics involving several industries in the agri-food sector.
Abstract: This book contains a selection of the papers presented at the Joint Conference on Food, Agriculture, and the Environment, organized by the University of Minnesota and several universities in Italy, and held in Bologna, Italy, on June 12-14, 2000. The papers are grouped into four sections: a) food, nutrition, and quality, b) land and resource assessment, c) agriculture and rural development, and d) environment and markets. Readers will benefit from the analysis provided in the papers and will gain new insights concerning alternative approaches to dealing with important policy issues.
Abstract: We investigated heterogeneity in consumersâ preferences for food miles information using a choice experiment and latent class modeling approach. Results suggest that there are three different consumer groups with clear distinguishable behavioral patterns and perceived utility from the food attributes considered in the choice experiment. Implications of the findings are discussed.
Abstract: We assessed the consumer welfare effects of two generic food miles labels: carbon dioxide (CO2) emission label and time and number of kilometres label. Using data from a choice experiment, our results generally suggest that a mandatory labeling policy for either type of label would have a positive welfare effect. However, a label informing consumers about the time and number of miles the food product has travelled provides greater positive welfare effects than a label informing consumers about the amount of CO2 emission.
Abstract: Purpose - This paper explores sensory experiences, expectations and perceptions of Italian organic producers regarding the consumer relevant-information for sensory properties of organic products, in order to extract the most relevant elements to better target further consumer surveys.
Design/methodology/approach - Ten in-depth interviews, supported by semi-structured qualitative schedule, were conducted to Italian organic producers during 2009. Data analysis was carried out using a heuristic approach, quantitative content analysis and conceptual maps.
Findings - Findings shows that organic producers carry out empirical sensory tests, often performed by non trained assessors, even though they are completely aware of the primary or at least complementary role that sensory attributes may play in adding value and driving consumer choice. Interviewees highlighted the negative influence of variability in sensory features of organic products and the key role played by sensory education and training in supporting consumer choice. Finally, organic producers expressed the need to conduct scientific sensory tests with trained personnel in order to improve sensory properties of their products.
Research limitations/implications â Being a qualitative research on a small sample of companies, the results cannot be generalized to all Italian organic producers.
Originality/value â The study provide useful insights to design more extensive consumer surveys able to segment consumers and helping food producers to improve their marketing strategies. Furthermore, the quantitative methodology used is rarely applied in qualitative studies and could represent an attempt to extract and find more elements and associations among them.
Abstract: Purpose: The objective of this paper is to analyze consumersâ perception about the sources and levels of safety and quality, as well as purchasing behavior for small ruminant meat in Tirana, in the context of a weak food safety monitoring and enforcement system. Furthermore, this papers aims at grouping consumers according to socio-demographic characteristics in conjunction with their perceptions and purchasing behavior.
Design/methodology/approach: The study is based on a questionnaire survey whose design was based on literature review and focus groups. Data analysis is performed using both simple descriptive statistics and cluster analysis. The consumer sample is classified through a two-step clustering technique based on key socio-demographic variables. Four consumer clusters/groups with distinguished socio-demographic characteristics are obtained, whose differences in behavior and perceptions are compared between groups.
Findings: The four consumer groups identified show significant differences in behaviour and perception of small ruminants meat safety. Despite the safety conditions of lamb/goat meat commerce are not ideal, in many cases consumers are happy with the level of quality and safety they perceive. However, other consumers are not satisfied and would probably benefit from the assurance of a higher level of food safety. Females with lower education levels and income, and males with university education as well as lower education, trust the local butcher as provider of safe small ruminants meat. Females with university education and higher income tend to trust more the formal institutional food safety system (mirrored through the veterinarian stamp on the lamb/goat carcasses) as compared to informal ones (personal trust in the local butcher). Both female consumer groups are less happy about the quality of meat and are more concerned about safety as compared to the male counterpart â the cluster of educated females are even more concerned (almost half do not consider meat as safe).
Research limitations/implications: The research is based on a small convenience sample, therefore the percentages associated to the consumer groups we identified are just indications of the relative size of these groups within the Tiranaâs population of small ruminants meat consumers. However, the significant differences emerged in this study are useful to design a more comprehensive and in depth analysis of consumer attitudes and perception towards meat safety in Albania.
Practical implications: The results are useful provides useful information and recommendations to the sector stakeholders. It is advisable that a more efficient and trusted signal of safety (and quality) is made available particularly for the consumer groups that show more concern about current meat safety conditions. While government should strengthen public food safety monitoring and implementing capacities, producers (individuals and associations) should consider embracing safety and quality certification and branding. It is also necessary to promote consumer awareness for issues related to food safety, especially in regards to the meat chain, while collaborating closely with butchers, as the marketing channel with higher reputation and allowing an effective transfer of information. The study results were presented and validated at a national workshop in October 2010 with the main stakeholders of the sector, including Ministry of Agriculture, Food and Consumer Protection, donor community, farmer associations, and researchers. Workshop participants found this study useful for their future engagement in the sector, especially the UNDP Project that commissioned this study, which used this study as a basis for its support strategy for Albanian small ruminant.
Originality/value: At the best of our knowledge this is the first in-depth consumer study focusing on food safety in Albania. It is also the first time that two-step clustering technique is applied to consumer survey in Albania. This study provides interesting views about consumer perceptions and behaviour in regards to food (meat) safety in a country with a weak food safety institutional framework.
Abstract: This study is aimed at exploring perceptions of European gatekeepers towards renowned Thai fruit and coffee products protected by geographical indication and factors influencing purchasing decision of gatekeepers towards imported food products. Sixteen qualitative interviews with distribution channel gatekeepers were administered in Austria, Italy, and Switzerland in 2010. Content analysis and concept mapping were used to analyze data. Results show that Thai GI products might be interesting for European gatekeepers, but the GI attribute alone might not be sufficient to ensure that the product is successful. Support of consistent information and promotion campaigns, and fulfillment of other gatekeepersâ requirements of both products and suppliers are necessary.
Abstract: Purpose: The research presented in this paper aims at giving a forecasting scenario of the fresh tomato industry in Italy and in Germany, through the analysis of the different drivers which influence the trends of the fresh tomato market.
Design/methodology/approach: The Delphi method was applied in order to obtain judgments of different experts regarding the driving forces of the fresh tomato industry in Italy and in Germany. Fourteen experts of the fresh vegetables market participated to a three-rounds survey; a qualitative analysis of experts judgments drew to a possible future of the fresh tomato industry.
Findings: From the results it is possible to conclude that the service in the offer of the products will mostly influence the trend of the fresh tomato industry; this includes marketing, communication, quality certifications, special packaging (as ready to eat products). Furthermore variety selection and typicality of the product will play, as well, a fundamental role in the market trend of the fresh tomato.
Research limitations/implications: The research is based on a small sample of experts, using a qualitative approach. Therefore these findings may strongly depend on the choice of the subjects.
Practical implications: The results may offer useful suggestions to managers and practitioners on the most promising strategies for the future.
Originality/value: On the methodological side, this study represents a useful contribution to qualitative food research, since the Delphi method approach was rarely used in the past. In addition, it has not been previously used in forecasting a possible scenario in the fresh vegetables industry.
Abstract: Our study is aimed at evaluating whether or not different food miles information displayed on labels such as information on the distance and time that the food traveled (nkm) and information on CO2 emission (CO2) during food transportation can affect consumer choice in the case of fresh tomato product. We also examined: (i) the level of sensitivity and knowledge of consumers with regard to the impacts of agro-food system in terms of environmental pollution; (ii) consumers âperception of the effects produced by food transportation; (iii) the degree of importance that consumers attach to information directly or indirectly related to the sustainability of a food product. We conducted a quantitative survey in Naples (Italy) using a discrete choice approach. The data were analyzed using univariate analysis techniques (frequencies) and the estimation of the multinomial logit model (MNL). The results of the univariate analysis show that respondents actually perceive food products distribution as the phase that causes a high negative impact on the environment. The results of the MNL model suggest that on average consumers choices are affected by all the attributes of fresh tomato included in the experimental design. However. a comparison across different fresh tomato attributes suggests that respondents in our sample get the highest utility when nkm label is present, followed by the presence of other sustainability-linked attributes such as organic, CO2.
Abstract: BACKGROUND: The sensory properties of food products are an important success factor, especially in the organic market, where many producers and distributors of organic food claim superior taste for their products compared to the conventional alternative. For this reason consumer expectations and preferences, as well as the sensory properties of conventional and organic yogurt have to be investigated in-depth. In this work, the sensory profiling and consumer data of six nonflavored organic and conventional Italian yogurts, were elaborated. Some results on the data segmentation (heavy and light users of organic food) and on the effect of information on liking (blind and labelled test) were obtained. Multivariate analysis was carried out to study how the sensory characteristics of ânatural yogurtsâ drive the consumer liking.
RESULTS: Consumerâs preferences were oriented towards a creamy mouthfeel and smooth visual appearance and for a less acid and fresh taste. In particular, a conventional yogurt was the least accepted, because it was not creamy enough. This paper shows the room to improve unflavored yogurt to better meet consumer expectations.
CONCLUSION: The sensory profiling did not allow a distinction in odour/taste/texture between organic and conventional samples also if three of four organic samples were in the region of the highest consumer acceptability, fitting well the consumerâs preference. There was not a clear tendency that heavy or light users scored differently in the blind and in the labelled tests regarding overall-liking but, for all, the most liked conventional yogurt scored higher when labelled as organic.
Abstract: This paper reports results from a large, 6-nation, internet based survey of consumer attitudes toward food safety and food defense administered during the fall of 2008. Responses were obtained from separate samples of approximately 1000 each in Germany, Italy, Japan, Spain, the U.K., and the U.S. Food defense was generally a greater concern, and respondents were less confident that their food supply was well protected against terrorist attack than they were that their food was safe from contamination from naturally occurring pathogens. Respondents also believed a greater percentage of national food protection budgets should be spent on food safety rather than food defense. Processors are considered most responsible for both food safety and food defense, with government also playing a major role in food defense.
Abstract: This paper uses a qualitative marketing research technique to explore in-depth sensory experiences, expectations and perceptions of organic consumers when purchasing and eating organic food. Five focus group interviews supported by semi-structured questionnaire were performed in Italy during 2009. Findings suggest that sensory attributes may be more relevant for older than for younger participants. Consumers largely agree that organic food should differ from conventional items, but variety is also expected among organic products themselves. Appearance and odor appear to be the most important sensory attributes when consumers purchase food, while taste and odor are the most important attributes when eating. Sensory-related information seems to play a crucial role when consumers are choosing which product to buy for the first time.
Abstract: This paper investigates the rationale for local and sustainable food systems and retailer co-operatives as their entry points within local conditions. Emphasis is on localised food networks and connection between socially as well as environmentally sustainable production, distribution and consumption. Investigated is the premise that co-operative organisational structures, for reasons of their long-term socially responsible origins are at the forefront of development of local and sustainable food systems and are thereby in a position to offer a specific contribution to market development. Two key research questions are proposed: Firstly, is there a pre-determination of co-operatives to issues of sustainable and local food sourcing given the historical and practical context of their ethical/socially responsible and stakeholder-based business model? Secondly, do co-ops express support for re-localising food systems and what contribution do they make concerning sustainable food and their relationships with local food suppliers? The method of investigation is through a two country retailer co-operative sector analysis and comparison (Finland and Italy). The enquiry is qualitative and exploratory in nature in the form of an embedded, multiple case design. The paper makes practical and theoretical contribution to knowledge concerning interpretation of âlocalnessâ in food, the role of co-operatives and the co-operative ethos in sustainable food systems and the development of the local food economy. Results of the study show a positive relationship between co-operative ethos and (social) sustainability in local food, but the de-centralised nature of retailer co-operation also provides a barrier to replication of good practice.
Abstract: A quantitative descriptive analysis (QDA®) was developed to characterize the sensory quality of a set of 14 cold pressed sunflower oils present on the Italian market. The oils' chemical quality (free acidity, peroxide value, oleic acid, linoleic acid and volatile profile) was also defined. Eighteen sensory descriptors, selected by a trained panel, allowed for thorough profiling of the specimens. Some of the oils were characterized by dominant positive sensory notes typical of cold pressed sunflower oils (sunflower seeds and nutty), some by mild notes of refined sunflower oils, while others by negative sensory attributes (especially rancid/fried oil). The volatile profiles of the samples (by solid phase microextraction â gas chromatographic analysis, SPME-GC) were well in agreement with the data provided by the sensory judgment: the samples characterized by olfactive and retro-olfactive notes of sunflower seeds evidenced many terpenic compounds that were practically absent in oils judged as mild ones (similar to neutral refined sunflower oils). Moreover, the samples defined as defective for the presence of rancid/fried oil negative attribute, showed higher amounts of the E-2-heptenal, a volatile aldehyde marking lipid oxidation.
Practical applications: The QDA® developed in this work is useful for characterization of the sensory quality of commercial cold pressed sunflower oils. The sensory quality appears to discriminate between genuine cold pressed sunflower oils, characterized by positive peculiar notes, and mild samples more similar to the neutral refined sunflower oils or defective samples. The study of the volatile profiles confirms the suitability of the proposed sensory descriptors, while the analysed chemical parameters give an interesting picture of the quality of the commercial sunflower oils, sold as cold pressed.
Abstract: The paper proposes a model in which it is hypothesized that firm characteristics influence both costs and benefits of traceability. The proposed model differentiates between aggregate measures and specific categories, as well as between expected costs and benefits on the one hand and perceived actual outcomes on the other, and is tested in a series of regression analyses based on a survey sample of 60 Italian fish processors. The findings indicate that firm characteristics are not strongly associated with any specific cost or benefit measure. However, expected overall benefits are highly significantly impacted by firm size and the number of quality management systems certified, while actual overall benefits only by firm size. Finally, the study also finds considerable discrepancies between expected and actual costs and benefits. The managerial implications of the findings are discussed.
Abstract: The adoption of private food standards (e.g. British Retail Consortium - BRC Global Standard for Food Safety , GLOBALGAP, IFS) recommended by European retailers is gaining importance and getting coverage all over the world. These standards are used to qualify food suppliers, such as food processors or primary producers and may improve the business to business relationships between food processors and retailers (Fulponi 2006; Karipidis et. Al., 2008). The literature review describes some qualitative and quantitative studies which suggest some research hypotheses (Arfini and Mancini, 2004; Gawron and Theuvsen, 2009). Nevertheless, literature is lacking in more valuable surveys which analyse the effect of private food standards on food operators. The aim of this research is to evaluate the implications of adopting private food standards in the food supply chain; in particular it focuses on the impact on Italian food processors of BRC Global Standards. The specific objectives are: to detect the factors (e.g. economics, management, cultural issues) involved in the analysis concerning the impact of the standard and to evaluate the impact of each factor, on the basis of Quality Managersâ perception; Firstly, we carried out a qualitative research based on seven in-depth interviews, adressed to Quality Managers (QMs) from Italian BRC certified food processing companies. The purpose was to extract the key variables to be used in the second stage of the research. Secondly, based on variables which emerged from the literature review and qualitative research, a survey questionnaire was created. The questionnaire has been sent out to 386 food processors (selected through probabilistic and random sampling methods) and a sample of 192 replied. Data was elaborated with descriptive statistical techniques (univariate and bivariate analysis). The descriptive analysis of the survey shows that QMs agree with the majority of the assumptions regarding the impact elements of the BRC food standard. The most important assumptions agreed on are: HACCP efficiency, traceability efficiency, control procedures, employee training, more effective management of process and product not compliances, and better implementation and understanding of other certified Quality Management Systems (QMSs). Some features of the interviewed companies, such as geographic location, size, type of processing and situation regarding ISO 9001 certification, seem to affect different perceptions between food companies. In conclusion, the BRC Food standard, initially adopted for purely trade purposes, has effectively brought some benefits. This information could help those involved in the certification process to design appropriate marketing strategies. Further analysis of this data may regard the segmentation of the Italian market according to their attitudes towards food safety certification.
Abstract: Consumersâ interest in quality aspects of food products has significantly increased. The objective of this study is to examine the influence that Maltese consumersâ lifestyles have on their attitudes towards quality features of fruit and vegetables. To achieve our objective we used the Food-Related Lifestyle approach and carried out a telephone survey during February 2010 in Malta. Consumer profiles were identified through segmentation analysis, taking into account five aspects: (i) subjectivity of quality; (ii) consumer difference; (iii) intangible dimensions; (iv) information environment; (v) and price.
Abstract: In recent years, parallel to the growth of the organic sector, we have witnessed an increasing interest in alternative ways of guaranteeing the integrity and authenticity of organic food. The mainstream approach to organic certification is useful for consumers in that it provides guarantees regarding production processes and food quality. However, it is less accessible to small-scale producers and poorer consumers, particularly in developing countries. Groups of smallholders and local communities worldwide have started implementing alternative approaches in order to cope with problems associated with third-party certification. These practices are known as Participatory Guarantee Systems (pgs).
The Participatory Guarantee is based on International Organic Standards issued by ifoam. It takes place at community level and involves a wide variety of stakeholders along the supply chain (from producers to consumers). It aims to minimize bureaucracy and costs by employing simple verification procedures and incorporating elements of environmental and social education, improving quality for both producers and consumers.
pgs models are based on the idea of voluntary quality assurance and a diffused control approach. Currently, they are mostly used in developing countries and in economies in transition such as Brazil, India, New Zealand, Costa Rica. The adoption of pgs makes organic food affordable even to the poorest consumers mainly through relying upon direct selling and direct trust formation mechanisms. These reduce transaction costs and grant a higher share of added value to farmers. The basic common elements of several pgs projects worldwide are: a participatory approach, a shared vision regarding quality, transparency, trust building and reinforcing mechanisms and a non-hierarchical relationship between the stakeholders.
The pgs approach has been observed empirically, however a theoretical framework to interpret this phenomenon has not yet been identified.
This framework is necessary to correctly set up empirical research aimed at analysing the factors which determine or hinder its success. The development of participatory guaranteed organic food can be influenced in several ways, depending on the location of the consumers, for example (at a local rural community level or a non-local level) where different levels of trust and social control could influence their behaviour.
The aim of this study is to provide a conceptual framework for the analysis of pgs, and aims to contribute to an investigation into consumer attitudes towards organic foodstuffs guaranteed through pgs.
The Theory of Conventions has been widely adopted in the study of Geographical Indication products but it has not yet been applied to pgs projects. PGS and GI products and value creation mechanisms share a broad range of common features, mainly related to the fact that they all deal with credence attributes of high quality foods.
The âTheory of Conventionsâ approach considers that the control of product quality is guaranteed mainly by solid network arrangements. This is achieved by developing close relationships based on trust, thus mainly involving a local dimension and socially relevant mechanisms which go beyond a framework of individual preference analysis.
The analytical framework should allow the setting up of an empirical model aimed at measuring the factors influencing the consumption of pgs-certified organic products in different market locations. This allows the identification of a series of variables related to the different conventions which are able to influence consumer behaviour in different market locations.
Abstract: E-business adoption rates in the agri-food sector are rather low, despite the fact that technical barriers have been mostly overcome during the last years and a large number of sophisticated offers are available. However, concerns about trust seem to impede the development of electronic relationships in the agri-food sector as trust is of particular importance in any exchange of agri-food products along the value chain. Drawing on existing research, characteristics and dimensions of trust are initially identified both in traditional and in electronic B2B relationships and a typology of trust is proposed. The aim of the paper is to provide an overview of the implementation and use of trust elements at a-commerce offers dedicated to the agri-food sector. This assessment will show the current situation and discuss gaps for further improvement with the objective to facilitate the uptake of e-commerce in the agri-food sector.
Abstract: Purpose â The paper is aimed at developing a hierarchical typology of trust elements for B2B trade among European companies in the food sector.
Design/methodology/approach â The study integrates desk research literature study and a qualitative survey of food industry companies. An extensive literature review about inter-organizational trust lays a foundation for designing a draft typology based on previous studies, with special attention paid to the influence of culture. Fine-tuning and validation of the typology is achieved through an exploratory field study based on 18 qualitative in-depth interviews with key informants in five EU countries, involving practitioners from the fresh fruit and vegetable, grain, meat, and olive supply chains.
Findings â A detailed typology of trust is developed. Although it is highly specific to the food industry, it is designed to be neutral to culture and sector, thus allowing the identification of differences in culture when dealing with trust building elements in different sectors in the food supply chain.
Research limitations â Since the buyerâs perspective is adopted in this study, further research is needed to validate the typology on the seller side. The typology developed here must also be tested in practice, for instance within a descriptive research quantitative study, aimed at quantifying the relative importance of the different trust elements.
Practical implications â The typology stimulates the consideration of cross-cultural or cross-sector differences in the salience of trust attributes and its construction process confirms that reputation management is an extremely important determinant of success or failure. It can serve as a checklist for any company that is interested in improving its relationships with suppliers or buyers.
Originality/value of the paper â The paper adds to the body of knowledge about inter-organizational trust, providing researchers with a useful tool for conducting experimental research on trust creation mechanisms.
Abstract: This paper explores the feasibility of developing organic livestock farming in the pastoral area of Xinjiang, in order to address the problems of grassland degradation and to promote the sustainable development of the grazing livestock sector. Research shows that organic grazing farming may reduce the stocking rate of grassland and relieve the strained relationship between animal and grassland, as well between man and nature. As a result, the value of multifunctional grazing systems may be more widely recognized. As well as including production and economic objectives, cultural, social and environmental implications will also be taken into account. Additionally, herders may also have an improved source of income to poor rural people. The potential markets for organic products are very big and the traditional ruminant livestock husbandry systems in Xinjiang are very close to organic livestock farming. It is considered necessary to change from a production-oriented approach to farming system research to a wider consideration of the systems and policies needed to support the development of organic grazing livestock alongside consideration of how to fund the relevant research and training and establish the systems of quality guarantee associated with organic production.
Notes: The authors acknowledge the support of the BEAN-QUORUM project (Building a Euro-Asian Network for Quality, Organic, and Unique food Marketing, TH/Asia-link/006), co-ordinated by Maurizio Canavari. We would like to express our deepest thanks to Grant Davidson (of the Macaulay Institute) for offering so many valuable suggestions and also to the library staff in the Macaulay Institute. Owing to their high professional ability we were able to get very useful material from so many different libraries. The co-authors would like to give due recognition to the contribution of Associate Professor Chai Jun of the Xinjiang Agricultural University who was the principal author of this paper. Chai Jun died at a tragically early age in the summer of 2010 before publication of this paper. He had a constantly inquisitive mind and was earnest and assiduous in his studies. He was also great fun to be with and work with. We miss him greatly.
Abstract: This paper deals with the introduction and promotion of innovative and differentiating products in distribution places geographically far and culturally different by the country of origin/production. In an international trade context, environmental elements (e.g. the introduction of organic agriculture) and the role of the country of origin/production could influence the consumersâ perception of the distribution places. This study is aimed at deepening the knowledge about European consumer attitudes towards Thai organic rice and tapioca imported from Thailand. In particular, the purpose was to explore relevant attributes for the quality product perception, motivations for purchasing, limiting factors, reasonable price brackets, trust elements. In this first phase of research, a qualitative approach was used. Four focus groups in different European countries (Germany, Greece, Italy and Scotland-UK) were administered by one or two investigators each. The participants were recruited using a convenience sampling method, gathering 6-8 persons per focus group). The discussions were recorded, transcribed and analysed through a qualitative approach. Finally, an exhaustive list of semantic categories was created, explained and supported by parts of the discussions. The results show that the participants still do not know much about these products, especially about tapioca. They tend to favour the productâs nutritional aspects, followed by its taste and smell, which in any case were not deemed satisfactory; however, they want also that a series of social and environmental benefits are satisfied. In general, Thai organic rice is perceived as a "different type" of rice and tapioca as a "new product". The most important critical issues affecting participantâs opinions include: the lack of trust in the certification process by foreign countries and the low attitude towards trying food novelties seemed due to a sense of loyalty to (or affection for) local food traditions. One of the most important trust elements is represented by the brand of the distributor, the producer and the EU and national certification bodies; in particular, participants associate some parameters of guarantee and safety to brandâs name. The information obtained could be useful in further explorations of this topic and it needs to be tested with a quantitative approach in order to obtain an evaluation of the relative importance of the different semantic categories.
Abstract: Kamut® is a special durum wheat variety with distinctive marketing characteristics that include nutritional/health aspects, ethical/environmental issues, and organic production method considerations. Italy is one of the most important markets in the EU for Kamut-based products. Kamut® is imported and sold primarily in specialized food stores. The main objective of this article is to evaluate the potential interest of Italian large-scale retail chains in marketing this type of product and how large-scale retailers could extend their market potential. An explorative analysis approach was applied via in-depth, semistructured qualitative interviews with Italian large-scale retail buyers and marketing managers. Both a heuristic and a quantitative content analysis of the interviews, and conceptual mapping were performed on the transcripts. The results allow highlighting motivating and limiting elements associated with trade implications.
Abstract: Purpose - The paper concerns traceability as part of information management in the fruit supply chains of Emilia-Romagna, Italy. A review of the rules in use for traceability distinguishes between baseline traceability and traceability plus (T +), which encompasses many further embedded value attributes. Design/methodology/approach - Qualitative study involving in-depth interviews with key informants in the Italian fresh produce chain. Findings - Findings are discussed in terms of different themes including identification of three distinct types of supply chains and the impact upon them and categorisation of traceability systems across the different chains. Identified are the impact of information systems management; purchasing management; product management transaction costs; and co-ordination issues. Research limitations - The studyâÂÂs findings are based upon Italian fresh produce traceability context only. Practical implications - Elements of competitive strategy are considered in the analysis of fruit supply chains of Emilia-Romagna, to demonstrate that not only strategic but also operative choices determine the way a single firm or filiÃÅ¡re manages traceability and information issues. Applications of such elements to buyer and seller selection as well as to competing retailers of the fruit supply chain, verify the hypothesis. Originality/value of the paper - The paper adds to the body of knowledge surrounding prior studies on the development of traceability systems and develops further the analysis of legal and value-adding dimensions of traceability.
Abstract: The literature about gravity models stresses that bilateral trade flows among countries is influenced by GDP factors and transaction costs. If compared to the previous literature our paper shows a twofold novelty. First, at the best of our knowledge it is the first attempt to analyse the bilateral trade of agricultural goods for Italy by a cross country and panel analysis in a gravity model and second it provides an original specification for transaction costs. In particular, we assume that the level of organic certification standards equivalence between Italy and extra-European countries could represent a good âproxyâ for affinity in bilateral trading relationships concerning the agricultural sector both for organic and non organic products. Interestingly we find that the absence of specific import equivalence rules between Italy and other extra-European countries decreases the level of bilateral trade. The policy agenda about equivalence of the organic agricultural standards should be tackled in the context of a more complex agenda concerning the affinity of political, cultural and social practices among different regions in the agricultural sector.
Abstract: Business-to-business (B2B) e-commerce is an innovative use of information and communication technologies (ICT) and refers to the exchange of goods and related information between companies supported by Internet-based tools such as electronic marketplaces (also called electronic trade platforms) or online shops. It provides opportunities for cost-efficiency in supply chain management processes and access to new markets. With regard to the food sector with its chain levels input â agriculture â industry â retail â consumer, B2B e-commerce would take place in the exchange of food products between all levels except retail to consumer (business-to-consumer e-commerce). B2B e-commerce demonstrated to be able to bring key advantages and potentials for European consumers and the European food sector, for instance easier traceability, cost-efficiency in supply chain management processes, better competitiveness, lower transaction costs, etc. In recent years, the availability of sophisticated B2B e-commerce technology improved tremendously and the applications became more powerful, flexible, and user-friendly. However, the âEuropean e-Business Market Watchâ initiative from the Directorate-General Enterprise and Industry from the European Commission showed that only large multinationals exploit the potentials of B2B e-commerce. SMEs instead, which create the largest share of turn over in the European food sector and therefore create jobs and welfare in Europe, are reluctant to take up existing B2B e-commerce technologies into their supply or selling operations. Trust issues were identified as one of the factors hindering adoption of this new technology among SMEs. In this paper, different food chain scenarios with their transaction processes and risks regarding food quality and food safety and related trust elements are analysed and differences in trust in several European food chains need to be considered within the context of the existing scientific literature. We identify food chains with trans-European cross-border exchange of food and international food chains in order to analyse the transaction processes and typical risks regarding food quality and food safety. The analysis focuses on trans-European cross-border and international food chains with their chain levels (e.g. production to wholesale trade, wholesale trade to industry, or wholesale trade to retail). In particular, it regards the food categories meat, grains, fresh vegetables, and fresh fruits and the particular risks regarding food quality and safety along the chains. The results are useful to identify relevant trust issues within the food supply chains, which can be addresses by innovative and trust building features of the B2B e-commerce tools.
Abstract: This study assesses consumers' willingness to purchase genetically modified (GM) food products with two different types of benefits: an input (i.e., reduced pesticides) and an output trait benefit (i.e., nutritionally enhanced). Data were collected using a telephone survey of an Italian households sample. Discrete choice approach is used to elicit the purchase intentions of the respondents. Four separate probit models are estimated to examine the effect of various factors on choices. Results suggest that majority of Italians are not willing to buy GM food products even if they are nutritionally enhanced. However, more consumers are willing to buy a nutritionally enhanced plant based GM product than a traditional plant based GM (with input trait benefit). Willingness to buy for a nutritionally enhanced animal based GM product and for a traditional animal based GM product with input trait benefit are similar. Consumers unwilling to buy GM food would not buy it even if it is nutritionally enhanced and has lower price. However, there is a niche of consumers who are willing to buy nutritionally enhanced GM food products even at a premium. Knowledge of science and trust in scientists consistently affect Italian consumers' willingness to buy the GM products.
JEL classification: Q13, Q16, Q18, D12, M31
Abstract: Since some decades, agrifood products exchanges can be carried on using Information and Communication Technology (ict) tools. Anyway, their adoption in the agrifood sector appears to be hindered, both because of consolidated dynamics in developing B2B transactions, and of the peculiarities of the agrifood products themselves. The lack of direct relationships between partners heighten problems connected with food safety assessments, and with the definition of standardized production practices able to match business partnersâ needs. Standardization is the key point in the relationship between e-commerce and agrifood sector. As for some products it is possible to define standardized requirements, it is hard to find a collocation for the wide range of agrifood differentiated and quality products in ecommerce B2B relationships. Moreover, existing e-marketplaces are not always able to convey properly the degree of differentiation and the peculiarities of agrifood products. The study aims at analyzing the barriers connected with the adoption of ecommerce in B2B relationships in agrifood sector, defining the factors which affect the interaction between the two areas. The attitude towards e-commerce showed by potential ict tools users, chosen between Italian agrifood operators, has been analyzed; moreover, an overview on the evolution of agrifood e-marketplaces in the last 5 years has been carried on. The results describe the main problems concerning the adoption of e-commerce in agrifood sector, deeply connected with the agrifood products specifics. In spite of positive outcomes about efficiency and transactions for standardized products, the interaction between ict tools and agrifood sectorâs needs becomes problematic in case of high quality levels and differentiation, which canât be properly conveyed by e-marketplaces. Results also highlight the role of trust and reputation in e-environments.
Abstract: Lâanalisi del rapporto tra alimentazione e salute secondo le dimensioni innovazione, sicurezza e benessere viene svolta
considerando la prospettiva degli economisti agro-alimentari. Relazioni e significati sono affrontati definendo quindi
coerentemente il campo di osservazione e le scelte adottate. Lo strumento utilizzato per lâindagine è un originale analisi
quali-quantitativa dei contributi degli economisti italiani (pubblicazioni, convegni) inerenti allâambito di analisi. In
particolare si sono esaminati i contributi pubblicati in alcune delle principali riviste italiane del settore, i convegni organizzati
a livello nazionale ed europeo dalle principali società scientifiche. Si propone una classificazione coerente con
lâanalisi, temporalmente limitata agli ultimi 8 anni. Tale classificazione diviene il database strumentale allo studio. La
classificazione adottata per lâanalisi dei contributi di ricerca si è avvalsa di ricerche analoghe svolte in ambito internazionale.
Dalla lettura di tali studi è stato possibile elaborare e definire un modello di riferimento originale, funzionale
agli obiettivi della relazione. Dallâanalisi del database scaturiscono informazioni multiple relative: alla tipologia di indagini
svolte (case study, bibliografiche, settoriali, ecc.), ai filoni di ricerca maggiormente percorsi (ambito produttivo,
fase al dettaglio, fase al consumo, ecc.), alla tipologia di metodologie adottate (quantitative, qualitative, ecc.) e alla loro
classificazione, al destinatario della ricerca (ricerca pura, decisore pubblico, imprese, ecc.). I risultati sono espressi secondo
differenti approcci e strumenti considerando anche le possibili variabili esogene presenti nella realtà . Lâanalisi ha
permesso di individuare quali sono gli ambiti di ricerca che interessano il rapporto tra alimenti e salute nei quali sono
maggiormente coinvolti gli economisti agro-alimentari. Inoltre, è stato possibile descrivere quali, a nostro avviso, sono,
potrebbero o dovrebbero essere i gli sviluppo delle ricerche in materia evidenziando i limiti e le prospettive.
Abstract: Purpose â Food products' ultimate destination is intended for the general public, but those who supply the international markets are usually composed of a relatively small group of businessmen including international buyers, purchasing agents and importers. Understanding the motivation behind their purchasing decisions and the perceptions they have of the source countries can be considered a key factor in developing a successful marketing approach. This paper focuses on understanding the position of such a powerful minority towards imported Italian, high-quality agro-food products in China, as well as the current communication, marketing, strategic and organizational approaches of Italian producers, especially compared to other European competitors.
Design/methodology/approach â An exploratory approach based on qualitative interviews is adopted, with the aim of highlighting Chinese perceptions regarding Italian food suppliers' relevant strengths and weaknesses. The primary data were collected through personal interviews with 25 key informants in Shanghai, Beijing and Guangzhou.
Findings â Survey results indicated that while Italian products are appreciated, current market shares remain inferior to other countries due to inadequate marketing strategies and low investments in promotion. Price sensitivity of Chinese consumers, less-established distribution channels and competition with local products hindered further the market penetration.
Originality/value â At the best of our knowledge there is no prior research concerning the gatekeepers attitudes towards quality food in the Chinese market. The paper provides a useful insight into a topic that is relevant togathers of marketing intelligence and planners of marketing strategy for China's market access in the rapidly changing and highly competitive food trade environment.
Abstract: Vertical coordination in food networks is characterized by dynamically changing supply and marketing relationships. E-business provides support and improvement options for vertical coordination processes in food networks. However, adoption of e-business in food networks is low as available e-business offers, as the communication of safeguards for trust and control as a basis for the transaction decision is not realized appropriately. This article analyzes decision preferences for trust generation as the basis for the design of e-business environments for food networks. The analytic hierarchy process is applied to prioritize preferences for different transaction scenarios in food networks. [JEL classifications O140, O310, O320]. r 2008 Wiley Periodicals, Inc.
Abstract: Viticulture and oenology in Romagna can boast a distinctive cultural tradition: Romagna wine makers are recognised to be able to reach high standards, and wine produced in this area seems to fit the attributes identifying a âtypicalâ product connotation. This study considers the general potential for use of electronic commerce as a meaningful instrument for selling in global markets a product which is firmly linked to locality. Its specific objective is to evaluate the level of e-commerce readiness for Romagna wine producers via a questionnaire survey administered to the members of the protection consortium âEnte Tutela Vini di Romagnaâ. The main issues addressed in the analysis will be the role played by the attribute âarea of originâ on present marketing initiatives taken by the producers, and whether e-commerce can be considered a viable approach to improving the value of Romagna wines.
Abstract: The balsamic vinegar of Modena (BVM) is one of the most popular among the emerging Italian food products worldwide. This industry is characterised by a strong heterogeneity of the operators and by a relevant growth of sales and export. The paper first describes the main features of the market environment and the factors allowing all the BVM producers to gain a competitive advantage and their ability to compete. A perceptual competitiveness map of BVM industry describing the competitive environment and highlighting the competitive factors managed by the enterprises is drawn using discriminant analysis and cluster analysis is also applied to group the operators according to their position in the marketplace and competitive features. The study may be useful to identify new opportunities for company differentiation and potential market niches or market segment with a lower level of competition. The analysis highlights that there is a low level of differentiation amongst the competitive arena, and the opportunities for differentiation are linked to the following main drivers: an increased perceived level of quality, the introduction of a new innovative products, the management of price lever and the identification of new attractive markets.
Abstract: Income growth in highly industrialised countries has resulted in consumer choice of foodstuffs no longer being primarily influenced by basic factors such as price and organoleptic features. From this perspective, the present study sets out to evaluate how and to what extent consumer choice is influenced by the possible negative effects on health and environment caused by the consumption of fruit containing deposits of pesticides and chemical products. The study describes the results of a survey which explores and estimates consumer willingness to pay in two forms: a yearly contribution for the abolition of the use of pesticides on fruit, and a premium price for organically grown apples guaranteed by a certified label. The same questionnaire was administered to two samples. The first was a conventional face-to-face survey of customers of large retail outlets located around Bologna (Italy); the second was an Internet sample. The discrete choice data were analysed by means of probit and tobit models to estimate the utility consumers attribute to organically grown fruit and to a pesticide ban. The research also addresses questions of validity and representativeness as a fundamental problem in web-based surveys.
Abstract: Lâobiettivo del presente studio è stato esplorare la percezione dei benefici di tipo pubblico e privato relativamente alla frutta proveniente da coltivazioni biologiche
dei cittadini dellâarea urbana di Bologna e la conseguente disponibilità a pagare (DAP) sia per una tassa che prevedesse lâabolizione dellâuso dei fitofarmaci di sintesi, sia per un premium price per il prodotto biologico. Per raggiungere lâobiettivo è stata realizzata unâindagine a mezzo questionario condotta presso alcune insegne della grande distribuzione (GD) e via Internet. I risultati provenienti dalle stime econometriche evidenziano che i consumatori intervistati risultano sensibili alle problematiche esplorate nel presente lavoro e che la DAP è rilevabile in larga parte del campione. In particolare, si rileva però che il premio di prezzo che il consumatore è disposto a pagare è in molti casi inferiore al differenziale presente sul mercato, per cui si valuta che esista ancora un consistente potenziale di crescita del mercato in caso di riduzione di tale differenziale.
Notes: Relazione presentata al Congresso internazionale SIEA "Stato attuale e prospettive dei sistemi agro-alimentari nei paesi del bacino mediterraneo", Ancona, 28-30 giugno 2001
Abstract: Reports the first results of a study on how increased awareness of food safety can influence consumer behaviour regarding specific products. Looks into consumer attitudes towards organic apples by means of a survey conducted among customers of large retail outlets located in Emilia-Romagna (Italy). Analyses consumer attitudes toward organic food, studying the price/quantity/quality relationship for this type of product. Consumers were directly interviewed at retail outlets, A questionnaire consisting of the following four sections was used: fruit consumption; pesticide abatement; organic fruit and organic apple demand; and demographic profile of respondent. Presents the results of the preliminary test phase of the survey. The pre-test results are quite encouraging and enable us to start the final investigation round. The survey will continue in three rounds over a 12-month period, trying in this way to override the relatively high seasonality of apple consumption.
Notes: Proceedings of the 8th International Symposium on Pear, ISHS, Bologna-Ferrara. September 4-9, 2000. Edited by Corelli Grappadelli L., Janick J., Sansavini S., Tagliavini M., Sugar D., Webster A.D.
Abstract: Over the last three decades, the organic agro-food system in Asia has transformed from the early development stage to one of the most promising markets in the world. Initially from the attempt to apply the organic concepts to sustain agriculture, rural, and social development, nowadays, the increasing demands for organic food from the region and the industrialized countries is the main driver for organic farming movement in Asia. Due to the diversified characteristics and levels of economic development of Asian countries, the Asian organic food market is heterogeneous as it hosts a wide range of organic sector development scenarios, from early development to highly regulated. Japan is the third largest organic consumption market after the EU and the US while China and India are the main organic food producers in the world.
Abstract: This chapter discusses the marketing aspect of organic meat. Many factors influence the organic food purchase behavior and these factors are described. With organic meat being sold for high premium prices, the consumers' willingness to pay for these products is an important attribute to determine the potential of these products. Sociodemographic variables of the organic food consumers are described to get an overview of the organic consumer profile.
Abstract: Educational farms are farms which offer educational tours to visitors so that they can learn about specific information concerning agriculture, the environment and nutrition. These enterprises are involved in activities which complement their main work. This can bring benefits, including economic ones, to them as entrepreneurs, as well as having important social value. The objective of this paper is to present an authentic local example of this: the Italian Emilia-Romagna region, where Educational farms are particularly widespread and supported by the public administration. In particular, it highlights the role played by the educational farms regarding food habits and discusses the relationship between the enterpriseâs educational function and business strategies. This analysis is an attempt to view the above from a marketing point of view, highlighting its features and reporting on potential factors regarding improvement and development strategies. After a brief description of the general situation, we present data available from regional sources as well as from surveys conducted by private entities and by DEIAgra. The educational farmsâ role in regional education policies regarding food consumption will be highlighted. Finally, we offer some considerations concerning possible analysis in accordance with the framework of the marketing concept.
Abstract: This paper examines how sensory analysis can be effectively implemented to achieve competitive advantage in rural tourism. Starting from the theoretical framework of experience economy outlined by Pine and Gilmore (1998), the authors describe how firms can differentiate their offer by using sensory analysis. In the first section, the authors provide a description of the rural tourism phenomenon and a literature review of rural tourism. Then, descriptive examples of the implementation of sensory analysis in rural tourism are provided. The paper ends with conclusions and recommendations for rural tourism operators.
Abstract: This article discusses the European organic agricultural sector from a socio-economical point of view and from an EU perspective. The organic food and beverage market has been a niche market in Europe for many decades. But since the 1990s the number of organic farms has increased significantly in some European countries. In the last decade âorganicâ has become a growth, and in some European countries, a mature food and beverage market due to ongoing governmental support, active marketing of national and international retail chains and constantly growing consumer demand. If organic food was originally the result of an ideological choice, anchored in an alternative culture, today it has become a more mainstream phenomenon. Organic now belongs to a specific lifestyle and to a finally acknowledged cultural model, which attracts human and financial resources on its own, producing profits and satisfying a steadily increasing market. This article beginning with a description of the global organic food market analyses organic food and beverage marketing in Europe in respect to consumer segments and to the four marketing Ps (product, price, place and promotion).
Abstract: In an international trade context, environmental elements (e.g. the introduction of organic agriculture) and the role of the country of origin/production could influence the market of destination. This study is aimed at describing how qualitative research methods may help deepening the knowledge about interest towards organic products imported from Thailand: Kamut® wheat, and organic Rice and Tapioca. In the case of Kamut-based-products 21 individual interviews were conducted with Italian large scale retailers, while in the case of products based on Thai rice and tapioca, 4 focus groups with European consumers in Germany, in Greece, in Italy, and in Scotland have been administered. The individual and group interviews were recorded, transcribed and analysed using a qualitative approach. In both cases a list of semantic categories was created, explained and supported by analysing the discussions using content analysis techniques. According to these results, survey participants did not know much about these products, especially about tapioca. In general, Thai organic rice was perceived by the interviewed consumers as a "different type" of rice and tapioca as a "new food product". Also Kamut® wheat was perceived by the interviewed retailers as a "new product". As relevant attributes the survey participants tend to favour the product's nutritional aspects, followed by taste and smell, as well as a series of social and environmental benefits. The information obtained could be useful in further exploration of this topic, but it needs to be tested with a quantitative approach.
Abstract: In this chapter the activity of certification bodies in the organic supply chain is analysed in a broad perspective. A general description of organic certification in different regions is provided, with a brief discussion of the harmonization and mutual recognition issues stressing how differences in regulations and laws enforcement generate transaction costs. We investigate the performance of third party certification bodies in Italy and provide preliminary findings about their objectiveness and independence. Certification bodies play a crucial role in the organic supply chain, guaranteeing a correct information flow from producers to consumers through a quite complex environment. We evaluate the performance of third party certification bodies by collecting information about measurable performance variables representing the intensity and quality of the certification bodies effort, with the aim to identify opportunistic organic producersâ behaviour. Using a set of indicators for quality, intensity and frequency of inspections we analysed similarities and differences among certification bodies and we found a great heterogeneity in their operations management. This is very useful to describe different types of certification bodies. The drawback of our analysis is that we cannot truly identify the nature of these differences and we were not able to discriminate between virtuous and opportunistic certification bodies.
Abstract: Fresh fruit and vegetable is a dynamic and innovative industry evidencing relevant changes in the organization of interâÂÂfirm business relationships. In the supply chain based competition environment of todayâÂÂs world markets, relational approaches between the main actors of agribusiness marketing chains evolve. A decisive element for organisation of the local production and marketing system is that retailers transformed themselves from resellers of products to actors that play a critical role in product development, branding, supplier selection and distribution. The paper reports results from two case studies in Germany and Italy showing that the continuing concentration process on the distribution level as well as the management of the marketing chain exerted by the buying side interfere with the integrity of the regionally consolidated horticultural production and marketing system â characterised by close and frequent interactions between the horticulture business participants. Aim of the study is exploring the structure and coordination mechanisms of freshâÂÂvegetable chains in Europe on a regional level. A valueâÂÂchain approach was chosen to be the main analytical tool due to its effectiveness in explaining the distribution of tasks, risks, responsibilities and margins along the market chain. The analysis is complemented by a clusterâÂÂapproach technique to determine interdependent relationships between regional cooperation forces and the development of regional economies. The interviews of both case studies, Germany (19) and Italy (18) have been fully transcribed. The first case study was conducted in Germany, Palatinate, which is an important fresh vegetables production region. In the second case study, Italy (Emilia-Romagna and Veneto, which are important for fresh vegetables and fruit production), the existence of a fresh vegetable cluster was not that clear. EmiliaâÂÂRomagna is especially characterised by a high concentration of distribution and logistic operations related to produce coming from several areas in Italy and Europe. In the current phase of research, results of the study are still preliminary. The qualitative and timeâÂÂconsuming analysis of the interviews to extract central concepts is still in progress. In a further step, after single case analysis, a crossâÂÂcaseâÂÂanalysis of the concepts will be conducted to elaborate similarities and differences.
Abstract: Consumers? attention to food safety issues and environmental issues has increased overwhelmingly in recent decades because of their increased concern about their own health, the environment?s health, and the crises and emergencies reported worldwide. Once the only option, organic agriculture has always been a production option followed by at least a few farmers all over the world. These farmers were prompted by ethical and environmental motivations, as well as by committed consumers who supported organic agriculture thanks to a separate but fairly elitist distribution channel. Organic food now has become a viable alternative for an increasing number of consumers that are worried about the presence of chemicals residues and the negative consequences on the environment caused by intensive production methods. Many farmers also now see organic farming as a way to stabilize or even increase their income due to public policy support and growing market demand. Organic Food: Consumersâ Choices and Farmersâ Opportunities gives an overview of the organic sector, both in Italy and in the United States, and demonstrates how agricultural economists are performing analyses dealing with organic produce on different points in the supply chain. It discusses economic issues raised by organic farming and takes into account both the consumerâs needs and the managerial and budget constraints experienced by the farmers. Also farm management methodologies and marketing analyses are used with specific research topics involving several industries in the agri-food sector.
Abstract: Consumers? attention to food safety issues and environmental issues has increased overwhelmingly in recent decades because of their increased concern about their own health, the environment?s health, and the crises and emergencies reported worldwide. Once the only option, organic agriculture has always been a production option followed by at least a few farmers all over the world. These farmers were prompted by ethical and environmental motivations, as well as by committed consumers who supported organic agriculture thanks to a separate but fairly elitist distribution channel. Organic food now has become a viable alternative for an increasing number of consumers that are worried about the presence of chemicals residues and the negative consequences on the environment caused by intensive production methods. Many farmers also now see organic farming as a way to stabilize or even increase their income due to public policy support and growing market demand. Organic Food: Consumersâ Choices and Farmersâ Opportunities gives an overview of the organic sector, both in Italy and in the United States, and demonstrates how agricultural economists are performing analyses dealing with organic produce on different points in the supply chain. It discusses economic issues raised by organic farming and takes into account both the consumerâs needs and the managerial and budget constraints experienced by the farmers. Also farm management methodologies and marketing analyses are used with specific research topics involving several industries in the agri-food sector.
Abstract: This study is aimed at evaluating the ability of voluntary standards to satisfy the needs of large retailers towards their suppliers. Large retail companies operating in the Emilia-Romagna region were asked to participate in the survey. An analysis of the main requirements set by large retail chains to their suppliers, of the underlying needs these retailers want to satisfy, and of the role of standards and certification in the selection of suppliers process was performed. A perceptual map of different quality assurance schemes was also drawn. The results of the analysis suggest that, while the ability to apply the quality assurance methods is crucial, certification is generally not seen as a discriminant attribute for the supplier.
Abstract: Consumers? attention to food safety issues and environmental issues has increased overwhelmingly in recent decades because of their increased concern about their own health, the environment?s health, and the crises and emergencies reported worldwide. Once the only option, organic agriculture has always been a production option followed by at least a few farmers all over the world. These farmers were prompted by ethical and environmental motivations, as well as by committed consumers who supported organic agriculture thanks to a separate but fairly elitist distribution channel. Organic food now has become a viable alternative for an increasing number of consumers that are worried about the presence of chemicals residues and the negative consequences on the environment caused by intensive production methods. Many farmers also now see organic farming as a way to stabilize or even increase their income due to public policy support and growing market demand. Organic Food: Consumersâ Choices and Farmersâ Opportunities gives an overview of the organic sector, both in Italy and in the United States, and demonstrates how agricultural economists are performing analyses dealing with organic produce on different points in the supply chain. It discusses economic issues raised by organic farming and takes into account both the consumerâs needs and the managerial and budget constraints experienced by the farmers. Also farm management methodologies and marketing analyses are used with specific research topics involving several industries in the agri-food sector.
Abstract: Opportunities coming from electronic commerce provide interesting support options for the agrifood sector. However, due to the product specific information asymmetry in the agrifood sector, the anonymity of the medium creates a lack of trust increasing transaction costs to engage in e-commerce. This paper develops a trust model for electronic commerce in the agrifood industry allowing for the analysis of trust determinants in traditional agrifood transaction relationships and their transfer to appropriate trust determinants in the e-commerce environment. First experimental results validating the suitability of the model to derive appropriate electronic trust generating elements for a given agrifood transaction environment are presented.
Abstract: Consumers? attention to food safety issues and environmental issues has increased overwhelmingly in recent decades because of their increased concern about their own health, the environment?s health, and the crises and emergencies reported worldwide. Once the only option, organic agriculture has always been a production option followed by at least a few farmers all over the world. These farmers were prompted by ethical and environmental motivations, as well as by committed consumers who supported organic agriculture thanks to a separate but fairly elitist distribution channel. Organic food now has become a viable alternative for an increasing number of consumers that are worried about the presence of chemicals residues and the negative consequences on the environment caused by intensive production methods. Many farmers also now see organic farming as a way to stabilize or even increase their income due to public policy support and growing market demand. Organic Food: Consumersâ Choices and Farmersâ Opportunities gives an overview of the organic sector, both in Italy and in the United States, and demonstrates how agricultural economists are performing analyses dealing with organic produce on different points in the supply chain. It discusses economic issues raised by organic farming and takes into account both the consumerâs needs and the managerial and budget constraints experienced by the farmers. Also farm management methodologies and marketing analyses are used with specific research topics involving several industries in the agri-food sector.
Abstract: Consumers? attention to food safety issues and environmental issues has increased overwhelmingly in recent decades because of their increased concern about their own health, the environment?s health, and the crises and emergencies reported worldwide. Once the only option, organic agriculture has always been a production option followed by at least a few farmers all over the world. These farmers were prompted by ethical and environmental motivations, as well as by committed consumers who supported organic agriculture thanks to a separate but fairly elitist distribution channel. Organic food now has become a viable alternative for an increasing number of consumers that are worried about the presence of chemicals residues and the negative consequences on the environment caused by intensive production methods. Many farmers also now see organic farming as a way to stabilize or even increase their income due to public policy support and growing market demand. Organic Food: Consumersâ Choices and Farmersâ Opportunities gives an overview of the organic sector, both in Italy and in the United States, and demonstrates how agricultural economists are performing analyses dealing with organic produce on different points in the supply chain. It discusses economic issues raised by organic farming and takes into account both the consumerâs needs and the managerial and budget constraints experienced by the farmers. Also farm management methodologies and marketing analyses are used with specific research topics involving several industries in the agri-food sector.
Abstract: Organic food consumersâ expectations and motivations changed in the last decades and an increasing attention towards sensory aspects of organic food has been detected. The study tried to analyse if and how sensory attributes and information affect preferences and behaviours of Italian organic food consumers. A quantitative survey was conducted on a sample of 301 Italian consumers, on the basis of an adapted Food-Related Lifestyle model. PCA analysis was applied to extract underlying dimensions (both from FRL and Sensory & Labelling variables) and cluster analysis was performed. Clusters were described according FRL and Sensory dimensions. Recommendations for stakeholders were provided.
Abstract: This survey provides an insight on Shanghai consumersâ perception of organic, aiming at understanding and representing in graphic form the network of mental associations that stems from the organic concept. To acquire, process and aggregate the individual networks it was used the âBrand concept mappingâ methodology (Roedder, Loken, Kim, & Monga, 2006), while the data analysis was carried out using analytic procedures. The results achieved suggest that organic food is perceived as healthy, safe and costly. However, organic is not necessarily synonymous with natural product in China, also due to a poor translation of the term in the Chinese language that conveys the idea of a manufactured product. Moreover, the organic label compete strongly with the green food label in terms of image and positioning on the market, since they are easily associated and often confused.
Abstract: The organic food market grew steadily during the past decade (Hamm and Gronefeld 2004, Spiller 2006). This increase is accompanied by challenges in market structures, distribution channels as well as differentiation of expectations and buying motives of organic food consumers. On this regard, the âhedonisticâ motives for purchasing of organic food, that also include sensory features like taste or appearance, gained importance in comparison to other motivations. Therefore, some scientists pointed out that sensory attributes are important elements that should be taken into account in the marketing strategies by organic food distributors (Brennan and Kuri 2002, Padel and Midmore 2005) than even before. The objective of this paper is to explore sensory experiences, expectations and perceptions of Italian and German organic consumers underlining differences between the two countries when purchasing and eating organic food. Ten focus group interviews composed by 6-10 consumers were performed during 2009 in different locations in Italy and Germany. The focus groups content was transcribed and then analyzed using qualitative content analysis.
Results indicated that, although sensory attributes are not the main purchase driver, taste and, especially for Italy, odour are the most important sensory features taken into account by organic consumers especially for the first purchase. However, it seems that the ability to differentiate between various categories of sensory perception is characterized by a low level of development which may limit the set of possibilities when trying to reach consumers by affecting their senses. Furthermore, consumers were able to mention several aspects such as intensity, naturalness and authenticity that they consider to be important when it comes to the sensory properties of organic products. Other findings suggests that sensory perception is a learnable ability which offers an opportunity for the actors of the organic food market to bring their customers closer to their products by a corresponding training of consumersâ sensory abilities.
Regarding the concept of standardisation consumers pointed out that sensory properties should not be standardized, especially for heavy users. In both countries, one part of the organic consumers seem to appreciate sensory marketing activities whereas another part apparently does not. For Italian consumers who appreciate sensory marketing, non-subjective as well as subjective marketing information is considered to be suitable, whereas in Germany non-subjective aspects seem to be predominant. Further research may be useful in order to detect the right marketing tools that are able to support a sensory-based strategy of product presentation and positioning.
Abstract: Investigated is the premise that co-operative organisational structures, for reasons of their long-term socially responsible origins are at the forefront of development of local and sustainable food systems and are thereby in a position to offer a specific contribution to sustainable business development. To this end retail co-operation is highlighted because of its ideals: member mutualism and community/stakeholder centred business (Hingley, 2010; Novkovic, 2008); with the focus on retailer co-operative businesses in Europe. The context of the paper is in the supply of local and sustainable food, and retailer co-operatives as their entry points within local conditions. Emphasis is on localised food networks and connection between environmentally as well as socially sustainable production, distribution and consumption (Duffy et al, 2005; Jones et al, 2004; Weatherell et al, 2003). Two key research questions are proposed: Does the co-operative organisational structure and ethos contribute specifically and uniquely to sustainable local food marketing? Secondly, do European retailer co-operatives express support for re-localising food systems; and what contribution do they make concerning sustainable food and their relationships with local food suppliers? The paper is structured in the following way. The concept and context of sustainability in food production, marketing and distributive systems is explored; and an understanding of the importance of the definition of local food outlined. The historical and contextual development and business orientation of retailer co-operatives is investigated, specifically concerning their impact on ethical and socially oriented business, which has reached more recent attention as a business model and philosophy under the guise of Corporate Social Responsibility- CSR. This study makes a contribution to knowledge concerning the role of co-operatives and the co-operative ethos in sustainable food system production and development of the local food economy; and thereby a positive contribution to (most notably) sustainable communities. Co-operative ethos concerning responsible and ethical behaviour is to the fore in co-operative retailer chains in the two European countries investigated, and this corroborates prior studies linking the distinct inclination and contribution of co-operative retail businesses in building and maintaining community networks/social responsibility and so forth; via support for local food networks (Hingley, 2010).
Abstract: The sensory quality of 6 organic and conventional Italian yogurts, produced using only whole milk and selected lactic ferments (without flavors or fruit ingredients), was evaluated by quantitative-descriptive analysis (QDA). A set of 18 sensory descriptors (for appearance, odour, taste and mouth-feeling) were used to describe the sensory profiles of samples by a panel group composed by 8 trained assessors. The intensity of each attribute was indicated on an unstructured scale of 100 mm. The same type of specimens was subjected to an acceptability test realized in an Italian supermarket by a group of 60 consumers. The consumers were divided in two sub-groups based on the high (heavy consumers) or low frequency (light consumers) of organic food consumption. Consumers expressed their judgment on the overall quality, the acceptability for appearance, odour, taste, mouth-feeling and on some selected attributes using both an hedonic scale ranged from 1 to 9 and a JAR scale from 1 to 5 (the overall quality only by the 9-points scale). The consumer test was realized in two different sessions: in the first session no information was done on samples (blind test), in the second one the samples were identified as organic or non organic (labeled test) without presentation of the brand. The analysis of variance (ANOVA) of profile and consumer data was performed and a Fisher LSD post-hoc test was applied. Some results on the data segmentation (heavy and light consumers) and on the effect of information on liking (blind and labeled test) were also elaborated. Moreover, to study the sensory characteristics of natural yogurts that drive the consumer, preferences multivariate analysis (PCA and preference mapping) were carried out.
Abstract: We investigated heterogeneity in consumersâ preferences for food miles information using a choice experiment and latent class modeling approach. Results suggest that there are three different consumer groups with clear distinguishable behavioral patterns and perceived utility from the food attributes considered in the choice experiment. Implications of the findings are discussed.
Abstract: The sensory quality of 6 organic and conventional Italian yogurts, produced using only whole milk and selected lactic ferments (without flavors or fruit ingredients), was evaluated by quantitative-descriptive analysis (QDA). A set of 18 sensory descriptors (for appearance, odour, taste and mouth-feeling) were used to describe the sensory profiles of samples by a panel group composed by 8 trained assessors. The intensity of each attribute was indicated on an unstructured scale of 100 mm. The same type of specimens was subjected to an acceptability test realized in an Italian supermarket by a group of 60 consumers. The consumers were divided in two sub-groups based on the high (heavy consumers) or low frequency (light consumers) of organic food consumption. Consumers expressed their judgment on the overall quality, the acceptability for appearance, odour, taste, mouth-feeling and on some selected attributes using both an hedonic scale ranged from 1 to 9 and a JAR scale from 1 to 5 (the overall quality only by the 9-points scale). The consumer test was realized in two different sessions: in the first session no information was done on samples (blind test), in the second one the samples were identified as organic or non organic (labeled test) without presentation of the brand. The analysis of variance (ANOVA) of profile and consumer data was performed and a Fisher LSD post-hoc test was applied. Some results on the data segmentation (heavy and light consumers) and on the effect of information on liking (blind and labeled test) were also elaborated. Moreover, to study the sensory characteristics of natural yogurts that drive the consumer, preferences multivariate analysis (PCA and preference mapping) were carried out.
Abstract: Recent immigration to Italy of thousand of Muslim workers and families has intensified the problem of a partial incompatibility of different food cultures. For Moslems it is difficult to avoid purchasing foods that contain forbidden ingredients, because these ingredients are common in the generic Italian food market. Halal marks have not been very visible in the Italian market until now. We reports results of a pilot study addressing the question of the interest Moslem consumers may have for the Halal certification of food products that are normal for the Italian market and are usually produced by Italian food processors. We surveyed a sample of 200 immigrant consumers and the data were analyzed trying to connect the interest for Halal certified Italian specialty foods with the principal dimensions concerning the attitudes showed towards the Italian culture and of different aspects of the lifestyle of respondents. Results of the study suggest that a consistent portion of the sample would be willing to purchase Italian traditional food products if the Halal mark would be applied to them, although with some differentiation among the different types of product.
Abstract: This paper explores in-depth sensory experiences, expectations and perceptions of organic producers regarding the role played by sensory properties in organic market, using a qualitative marketing research technique. Ten in-depth interviews supported by semi-structured questionnaire were performed in Italy during 2009.
Findings shows that organic producers stated that sensory tests are mainly carried out empirically, they are not systematic and often performed by non trained assessors, even if they are completely aware of the importance of sensory information. Interviewees think that sensory attributes may play a primary or at least complementary role in consumer choice in order to adding-value and drivers for purchase motivations, but at the same time highlighted also the negative influence of variability in sensory features and the key role played by sensory education and training. Finally, organic producers expressed the need and the intention to plan scientific sensory tests with trained personnel in order to improve sensory properties of organic food although smallest companies declared difficulties since the high costs of sensory analysis.
Abstract: This study analyses consumersâ purchasing behavior for small ruminant (lamb and goat) meat in Tirana (Albania), in the context of weak food safety monitoring and enforcement system. Consumers are found to overwhelmingly trust more in the local butcher than in public food safety certification (and control) scheme, and tend to establish long term relations with butchers to develop trust. In order to obtain better understanding of consumer preferences there was applied statistical cluster analysis to group consumers according to their perception of safety and quality of the meat currently bought and consumed, consumption patterns and socio-demographic variables, obtaining this way two consumer clusters with different characteristics.
Abstract: Consumersâ interest in quality aspects of food products has significantly increased. The objective 8 of this study is to examine the influence that Maltese consumersâ lifestyles have on their attitudes 9 towards quality features of fruit and vegetables. To achieve our objective we used the Food-10 Related Lifestyle approach and carried out a telephone survey during February 2010 in Malta. 11 Consumer profiles were identified through segmentation analysis, taking into account five 12 aspects: (i) subjectivity of quality; (ii) consumer difference; (iii) intangible dimensions; (iv) 13 information environment; (v) and price.
Notes: Best Paper Award 2011 in the category "Marketing"
Abstract: This study is aimed at exploring perceptions of European gatekeepers towards renowned Thai fruit and coffee products protected by geographical indication (GI) and factors influencing purchasing decision of gatekeepers towards food products imported from Thailand. Sixteen qualitative interviews with distribution channel gatekeepers were administered in Austria, Italy and Switzerland in 2010. The interviewees are food distribution practitioners and experts and are key informants for imported fruits and coffee in Europe and they were asked for an opinion about recognition of Thai GIs in the EU system. Content analysis and concept mapping were used to analyze data. Results show that Thai GIs products might be interesting for European gatekeepers, but the GI attribute alone might not be sufficient to ensure the product is successful. Support of consistent information and promotion campaigns and fulfillment of other gatekeepersâ requirements of both products and suppliers are also necessary. Eight major factors have been identified, which influence European gatekeepersâ decision to purchase imported food products: quality, price, food safety, environmental aspects, social aspects, business relationship, consumer awareness and preference, and competitors. Results are useful to develop appropriate managerial marketing strategies to introduce these GI products into the EU market.
Abstract: We assessed the consumer welfare effects of two generic food miles labels: carbon dioxide (CO2) emission label and number of miles label. Using data from a choice experiment, our results generally suggest that a mandatory labeling policy for either type of label would have a positive welfare effect on both informed and uninformed consumers. However, a label informing consumers about the number of miles the food product has travelled provides greater positive welfare effects than a label informing consumers about the amount of CO2 emission.
Abstract: Demand for organic food increased significantly in Europe in the last decades, while organic food production did not grow at the same rate. Thus, international food trade of organic produce and food products also significantly increased. Transportation of food products around the world has prompted environment protection activists as well as farmers interest groups to question the actual environmental and social sustainability of such environment-friendly products and the related consumer food choices and âgreenâ consumers are taking an interest not just on how their food is produced but also on where it comes from.
The concept of food miles has been recently used to simplify the environmental damage associated to food transportation, as related to energy use, carbon emissions, or other impact measures. Although questionable, the implementation of a labeling scheme on food miles might reflect consumersâ and producersâ growing interest on specific characteristics of food products. This labeling scheme may partly overlap and on some extent also interfere with the already established organic food labeling, as well as with the growing trend of local foods and commercial box schemes in terms of target segments and purchase motivations. A mix among environmental, ethnocentrism/localism, hedonism and quality related motivations have been reported as success factors for commercial box schemes initiatives.
At the best of our knowledge, however, no other study jointly evaluated consumer preference and willingness to pay for organic and food miles attributes in food products in Europe. To fill this void, we designed a choice experiment (CE) to jointly assess consumer WTP for organic foods and two types of generic food miles labeling programs: one which would provide information about the distance and time the food traveled (nmiles) and one which would provide information on the amount of CO2 emission from transportation (CO2). We evaluate if consumers are willing to pay more or less for the organic attribute than food miles information expressed in terms of the number of miles and amount of time the food travelled or in terms of CO2 emission. Using fresh tomato as the product of interest, the other attributes included are price (1.1, 2.1, 3.1, 4.1 EUR) and type of tomato (cherry, plum and brief). The choice set was created using an orthogonal design for âmain effectsâ to reduce the 72 (4x2x32) possible combinations of attributes and levels. From the orthogonal design, 32 pair-wise comparisons of alternative fresh tomato scenarios were obtained, which were then randomly grouped into pairs and split into four different blocks of 8 choice sets, erasing one card from each block due to repetition of some combinations.
We conducted our CE study during spring 2009 in Naples, Italy, administering about 200 face to face interviews. Given the hypothetical nature of our CE investigation, we used a cheap talk script to reduce hypothetical bias. The data were analyzed using three different econometric models: multinomial logit (MNL), random parameter logit (RPL), and Error Component (EC).
Our results generally suggest that consumers are willing to pay a price premium for both organic products and products with food miles label. These findings are robust across the MNL, RPL, and EC estimation results. We found that organic consumersâ WTP for the two food miles labels is higher than their WTP for the organic attribute. This finding suggests that organic consumers are also interested in knowing the environmental impact of these products in terms of food miles. This may have important implications for consumers, producers and policy makers.
Abstract: This paper explores in-depth sensory experiences, expectations and perceptions of organic consumers when purchasing and eating organic food, using a qualitative marketing research technique. Five focus group interviews supported by semi-structured questionnaire were performed in Italy during 2009. Findings suggest that sensory attributes may be more relevant for elder participants than for younger ones. Moreover, consumers largely agree that organic food should be different from conventional ones, but variety is also expected and between organic food themselves. Appearance and odour appear to be the most important sensory attributes when consumers purchase food, while taste and odour are the most important attributes when eating. Sensory-related information seems to play a crucial role when consumers are choosing which product to buy for the first time. On this regard, sensory marketing could be an important tool to build awareness and training consumers on peculiar sensory properties of organic food, which is very important to enhance the conscious consumption of organic food. Finally, suggestions both to researchers and food marketers are provided.
Abstract: Since 2005, the implementation of a traceability system is mandatory to all European food chain operators. The balance of costs to build and maintain the traceability system and benefits of traceability depends on the firmâÂÂs traceability objectives and its resources, as reflected in characteristics, such as adopted quality management systems (QMS) or firm size. Mora and Menozzi (2005) mention that the cost of traceability is lower when firms already have a QMS in place. Moreover, US producers exporting to multiple destinations, in particular EU and Japan, need to comply with more stringent traceability regulations (De Souza Monteiro and Caswell 2004). This may request the adoption of more sophisticated and costly traceability systems. Food operators tend to have a good understanding of traceability cost, while performance benefits are usually more difficult to grasp (Verdenius 2006). This research aims at improving the understanding of how expected and actual costs and perceived benefits are influenced by firm characteristics (Meuwissen et al. 2003). This paper proposes a conceptual decision model that incorporates firm characteristics and both expected and actual costs and benefits of traceability. It is hypothesized that firm characteristics influence both expected and actual costs and benefits, while the level of traceability is influenced by expected and actual costs and perceived benefits as well as firmsâ characteristics. Costs can be divided into implementation and operation/maintenance costs. Benefits can arise from compliance with regulatory requirements, enhanced recall performance, improved marketing performance and increased supply chain efficiency (Sparling and Sterling 2004). The analysis uses a sample of 60 Italian fish processing businesses that were surveyed in 2008. Indicators of firmâÂÂs characteristics such as number of QMS certifications, operations complexity, firm size and complexity of customer requirements, are entered as independent variables in regression analyses to predict expected and actual costs and perceived benefits which were measured on 9-point semantic scales and constant sum scales. The findings show that none of the firm characteristics investigated influence costs, while firm size and QMS certifications influence benefits in different ways. Somewhat surprisingly, firm size was found to be negatively correlated with expected and actual benefits; i.e. larger firms reported lower benefits both expected ex-ante and realized ex-post traceability system implementation. Finally, the number of QMS certifications is positively associated with expected benefits; i.e. expected benefits increase with the number of QMS certifications acquired by a firm, but no association with actual perceived benefits of traceability was found.
Abstract: EC Regulation no.178/2002 introduced mandatory traceability for all food operators, but they can choose the level of traceability capacity. We propose a conceptual model incorporating three distinct indices of traceability capacity â breadth, depth and precision - that affect associated costs and benefits. We empirically test the model by regression analyses, using data collected on a sample of 60 Italian fish processors/wholesalers. While higher precision corresponds with larger perceived benefits, an increasing traceability breadth raises both the implementation and the operating costs. A measure of the extent of the discrepancy between expected and actual costs and benefits is also established. Implications are discussed in light of future uptake of continuously advancing traceability technologies and services.
Abstract: Justification/Motivation
In recent years, parallel to the growth of the organic sector, we witnessed an increasing interest in alternative ways to guarantee the integrity and authenticity of organic food. Although the mainstream approach to organic certification is useful for consumers to provide a guarantee about production processes and food quality, it is less accessible to small-scale producers and the poorest consumers especially in developing countries. Groups of smallholders and local communities worldwide started implementing alternative approaches to cope with problems associated with third-party certification. These practices are known as Participatory Guarantee Systems (PGS).
The Participatory Guarantee is based on International Organic Standards issued by IFOAM. It takes place at the community level and involves a wide variety of actors along the supply chain (from producers to consumers). It aims at minimizing bureaucracy and costs employing simple verification procedures and incorporating elements of environmental and social education towards quality improvement for both producers and consumers.
PGS models are based on the idea of voluntary quality assurance and a diffused control approach. Currently, they are mostly used in developing countries and in economies in transition, such as Brazil, India, New Zealand, Costa Rica. PGS adoption makes organic food affordable even to the poorest consumers by mainly relying upon direct selling and direct trust formation mechanisms, reducing transactions costs and granting a higher share of added value to farmers. The basic common elements of several PGS projects worldwide are a participatory approach, a shared vision upon quality, transparency, trust building and reinforcing mechanisms and a non-hierarchical relation between the stakeholders.
Research Problem
The PGS approach has been observed empirically but a theoretical framework allowing to interpret this phenomenon has not been identified yet.
This framework is necessary to correctly set up empirical research aimed at analyzing the factors determining or hindering its success. The development of participatory guaranteed organic food can be influenced in several ways according, for instance, to the location of the consumers (at a local rural community or non local level) where different level of trust and social control could influence their behaviour.
The aim of this study is to provide a conceptual framework for the analysis of PGS, aiming at contributing to the investigation of consumer attitudes towards organic foodstuff guaranteed through PGS.
Methods
A theoretical framework is built on the basis of an extensive literature review on the Theory of Conventions and the analysis of its application to similar issues.
The theory of conventions has been widely adopted in the study of Geographical Indication products but it has not yet been applied to PGS projects. PGS and GI products value creation mechanisms share a broad range of common features, mainly related to the fact that they both deal with credence attributes of high quality foods.
Discussion
The approach of the Theory of Conventions considers that the control of product quality is guaranteed mainly by solid network arrangements and by developing close relationships based on trust, thus mainly involving a local dimension and socially relevant mechanisms that go beyond a framework of individual preferences analysis.
Expected results
The analytical framework should allow setting up a empirical model aimed at measuring the factors influencing the consumption of PGS certified organic products at different market locations; it allows identifying a series of variables related to the different conventions able to influence consumer behaviour at different market locations.
Building on the results of this study, it will be possible to define an empirical model to be applied and tested in different contexts.
This will allow to better understand the potential scope of Participatory Guarantee Systems application.
Abstract: La qualità sensoriale di 18 campioni di oli di girasole spremuti a freddo, da agricoltura biologica e convenzionale è stata valutata mediante analisi quantitativa-descrittiva (QDA). Un panel di assaggiatori addestrati ha selezionato gli attributi sensoriali (analisi visiva, olfattiva diretta, retro-olfattiva, gustativa-tattile e post-gustativa) in grado di descrivere il profilo sensoriale degli oli e di discriminarli. Alcuni erano caratterizzati da note sensoriali positive di semi di girasole, altri da attributi sensoriali negativi (in particolare: rancido/fritto) altri, infine, possedevano un âprofilo neutroâ tipico degli oli di girasole raffinati.
Sette di questi campioni sono stati sottoposti a test di accettabilità da parte di consumatori, realizzato su due gruppi di 30 soggetti ciascuno, caratterizzati rispettivamente dallâalta o bassa frequenza di consumo di prodotti alimentari biologici. Ai consumatori era richiesto di esprimersi sul grado di accettabilità complessiva, visiva, olfattiva ed in merito ad alcuni descrittori selezionati dal panel, utilizzando una scala semantica di tipo edonico, con punteggi da 1 a 9. Tutte le valutazioni, ad eccezione del grado di accettabilità complessiva, sono state richieste anche su scala JAR da 1 a 5. I test sui consumatori sono stati realizzati in due sedute distinte: nella prima non venivano date informazioni sui campioni (blind test), nella seconda i campioni venivano identificati come biologici o convenzionali (labeled test), senza esposizione del marchio e dellâetichetta. Lâelaborazione dei dati relativi ai test sui consumatori è stata effettuata utilizzando ANOVA e Tukey test, mentre sono in elaborazione analisi multivariate per valutare lâimportanza relativa degli aspetti sensoriali specifici rispetto allâaccettabilità complessiva. Le analisi finora svolte hanno confermato lâimportanza di alcuni attributi selezionati dal panel e fornito informazioni in merito alle attuali preferenze del consumatore.
La ricerca rientra nelle attività previste e finanziate dal progetto Europeo ECROPOLIS âOrganic Sensory Information System (OSIS): Documentation of sensory properties through testing and consumer research for the organic industry (Grant agreement no.: 218477-2, SEVENTH FRAMEWORK PROGRAMME).
Abstract: The aim of this article is to evaluate Italian consumersâ acceptance and willingness to purchase GM foods based on the type of benefit (input vs output trait) and product (plant based vs animal based). Two surveys were administered in two consecutive years (2004 and 2005) and the data used to test for possible changes in consumer acceptance. The results of a multinomial logit analysis suggest that on average consumer acceptance for plant-based GM food was higher in 2005. This study confirmed the key role of information strategies to consumers, with the most relevant results being the role distorted information play in raising the consumerâÂÂs level of fear and perceived risk. Respondents also place a higher level of confidence on scientists who are generally seen as independent of the industry. Consumers that usually consume and buy enhanced food products have a higher probability to buy a GM product providing an increased vitamin content.
Abstract: We focus our analysis on the coordination of relationships in horticulture business and its impact on competitiveness. Special attention is given to the question how tighter relations between retailers and their fresh vegetable suppliers interact with the organisation of the local production cluster. This paper cites results from two case studies in Germany/Palatinate and Italy/Emilia-Romagna/Veneto. In-depth interviews with central business participants (producers, cooperatives, traders, retail, breeding companies, research) allow to uncover multifaceted aspects about imbalance in retailer-supplier relationships, the influence of mentality and tradition on cooperative capability and the influence of external events on chain governance. Aim is to assemble a complex-variable causal model to find regularities of regional horticulture business and value chain coordination in different socio-cultural contexts. This causal model is expected to provide starting points for further research about the interplay of local production networks and value chain coordination.
Abstract: Governments view agri-food traceability as a tool to protect public, animal and plant health and to protect buyers against fraud (Food Standards Agency 2002). At the firm level, however, the level of traceability is determined by expected and actual costs and benefits. Costs can be divided into implementation (or set up) and operation (or maintenance) costs. Benefits can arise from compliance with regulatory requirements, enhanced food safety and recall performance, improved marketing performance and increased supply chain efficiency (Sparling and Sterling, 2004). While food operators tend to have a good understanding of the likely cost of traceability, performance or competitiveness benefits are more difficult to grasp (Verdenius 2006). While governments around the world support food operators in the implementation of traceability practices and systems, there is a clear need for research to understand how food operatorsâ perceptions of costs and benefits affect the level of traceability implementation (Meuwissen et.al 2003). In particular, there has been no research to date that documents and analyses how government support affects business performance. This paper aims to contribute to closing this research gap. It proposes a conceptual decision model that incorporates both expected and actual costs and benefits of traceability in the analysis. Received government support, amongst other firm characteristics, is hypothesized to affect actual costs and benefits via expected costs and benefits and the chosen traceability level/sophistication. The analysis uses a sample of 60 Italian fish processing businesses that were surveyed in spring 2008. The results show that food operators who received government support adopted a higher level of traceability, and reported a higher level of expected and actual costs and benefits, in comparison to food operators who did not receive any kind of support. However, these operators also reported actual benefits to be smaller than expected, mainly because of overly optimistic expectations about the impact of traceability implementation on prices and market share.
Abstract: A tree-shaped typology of trust elements for B2B trade among European SMEs in the food sector is presented. It is a basis for EU project "e-Trust" (www.etrustproject.eu) that has the objective of facilitating the adoption of e-trade in the food sector. The typology is based on three sources: theory of national cultures, literature review about trust research in the agro food sector, and dedicated interviews of agro food buyers in five EU countries. The typology is generic, but with a view to adapting it to B2B e-business. It can be used as a checklist by any company that is interested in improving its relationships with suppliers or buyers. It enables a structured analysis of stronger and weaker points.
Abstract: Concerns about trust put barriers in the development of electronic relationships particularly, in the agri-food industry where trust is not mediated appropriately often due to difficulties to examine food quality, since no examination is possible in some e-commerce environments. This paper aims to present the initial stages of the project ââ¬ÃÂe-trustââˆwhich was established with the purpose of exploring the issue of trust and its role in the uptake of e-commerce technologies by SMEâ≢s in the agri-food sector. In this paper, the trust typology which forms the first step of the project is presented and analyzed. The typology was developed based on the review of the literature and was then tested by the means of interviews with a number of companies. In addition, the paper explores electronic initiatives of trust related to the proposed typology and finally, reports on the activities that will be carried out as well as expected results.
Abstract: Vertical coordination in food networks is characterized by dynamically changing supply and marketing relationships. E-business provides support and improvement options for vertical coordination processes in food networks. However, adoption of e-business in food networks is low as available e-business offers as the communication of safeguards for trust and control as basis for the transaction decision is not realized appropriately. In addition, trust generation is highly subjective and influenced by the cultural background of a person. This paper analyzes decision preferences for trust generation as basis for the design of e-business environments for food networks. The analytic hierarchy process is applied to prioritize preferences for different transaction scenarios in food networks.
Abstract: Vertical coordination in food networks is characterized by dynamically changing supply and marketing relationships. E-business provides support and improvement options for vertical coordination processes and flexible supply chain management in food networks. However, adoption of e-business in food networks is low as available e-business offers as the communication of safeguards for trust and control as basis for the transaction decision is not realized appropriately. This paper analyzes decision preferences for trust generation as basis for the design of e-business environments for supply chain management in food networks. The analytic hierarchy process is applied to prioritize preferences for different transaction scenarios in food networks.
Abstract: Kamut® is a registered trademark cereal (an organic crop) whose origins are much older; it has Egyptian origins and at the present time it is grown in different areas of the world
(mainly in Montana and Canada), but considering the agronomic requirements of this crop, the tests in Thailand are the most reliable. Evaluation of the interest of retail distribution
chains for Kamut-based products belongs to the researches regarding the evaluation of the quality food products trade. In this case, countries involved are Thailand, one of the most important producers, and Italy, one of the most important market of the EU. Qualitative analysis technique was the most appropriate tool. This survey consisted of in-depth semistructured interviews directed at Italian large scale retails (purchasing and marketing managers). The final information were obtained through a subjective analysis of the content of the interviewsâ summaries, a statistical analysis of the content of the interviews and the creation of conceptual positioning maps. The awareness of the product, the communicative factor, the consumersâ reactions, the specific requirements of the distribution chains and production areas are some of the most important elements that can influence the creation and the development of a international trade relationship.
Abstract: This paper discusses traceability as part of information management in fruit supply chains of Emilia-Romagna, Italy. A review of the rules in use for traceability distinguishes between a proper traceability and a traceability plus (T ), embedded of many value attributes. Elements of competitive strategy, considered in the analysis of fruit supply chins of Emilia-Romagna, try to demonstrate that not only strategic but also operative choices determine the way a single firm or filiere manages traceability and information issues. Applications of such elements to buyers and sellers selection as well as to competing retailers of fruit supply chain, verify the hypothesis.
Notes: [RELAZIONE] Poster paper, also available at http://www.uni-goettingen.de/de/kat/download/911ba78f6964a588b4af5dc04bf22b84.pdf/PosterPaper_M.Fritz.pdf
Notes: [RELAZIONE] Lecture Notes in Informatics (LNI) - Proceedings Series of the Gesellschaft für Informatik (GI) ISSN 1617-5468(c) Gesellschaft für Informatik, Bonn 2006 printed by K?n Druck Verlag GmbH, Bonn
Abstract: E-commerce and its potentials for efficiency in transactions offers important potentials for the competitiveness of food chains. However, existing e-commerce solutions lack trust generating elements to make ecommerce transactions trustworthy for food companies. To be able to exploit the potentials of e-commerce for efficiency and competitiveness in food chains, trust generation in electronic transaction environments is essential. This papers develops trust elements for electronic transactions in food chains. First, the hierarchy of trust elements based on expert judgments operating in agri-food chains was explored. Three categories of trust factors were elaborated, namely: ?share of significances and motivations?, ?reliability and reputation?, and ?integration availability and non-opportunistic behaviour?. Furthermore, within the above mentioned categories, six trust specific factors were identified. The Analytic Hierarchy Process technique was adopted to investigate and evaluate the relevance of the considered components. In this way it was possible to define a priority between the identified elements on their capacity to stimulate trust in B2B relations in a specific context. The hierarchical model defined in this way seems capable to assign a priority order to the elements inspire trust during e-trade relationship in the agrifood chains. Further investigations are needed to test the validity of the construct into a real business environment.
Abstract: Trust is recognised as an important component for Business-to-Business (B2B) e-commerce success and consolidation among the agribusiness operators, but few studies link trust and e-commerce in agri-food markets. The implementation of trust into technical and organisational solutions is a prerequisite for using the Information and Communication Technology (ICT) potential in the agribusiness network. This paper is aimed at identifying trust-building factors, or trust drivers, in agri-food business relationships, in order to transfer them into computer-mediated business relationships (CMBR). First, the literature on trust both in the general agri-food environment and in e-commerce situation is considered. Then, linkages between these two items were explored through focus group (FG) interviewing. The FG, was held in Italy in April 2004, and involved a group of experts of several industries and levels within the agri-food chains and ICT experts. A content analysis of the meeting verbatim and further elaboration with multidimensional scaling techniques allows for drawing a perceptual map of the dimensions of the logical construct of trust in agri-food e-commerce. Finally, these results are the basis for the elaboration of a first hierarchy of factors, used within an Analytic Hierarchy Process (AHP) framework. The aim of this procedure was to assess the importance of the factors and to evaluate several alternative tools for CMBR, entailing different trust-building characteristics. Preliminary outcomes are consistent with the literature on trust, even if the trust logical framework is affected by the specific context. The main trust dimensions for CMBR in agribusiness are reputation, nonopportunistic behaviour, and integrity according to shared values. The context may influence both the type of factors associated to the relevant dimensions, as well as their relative importance in relationship with the primary goal of building trust, so that in different scenarios both factors importance and hierarchies may be different.
Abstract: This report is aimed at providing a solid basis for such research with an in-depth review of, and two reports on, the relevant scientific literature. The first report (Annex I) regards what consumers expect from organic products in terms of taste, smell, appearance, etc and how these expectations are (or are not) met; the second is about the science of the senses (Annex II).
Abstract: This paper explores the feasibility of developing organic livestock farming in the pastoral area of Xinjiang, in order to address the problems of grassland degradation and to promote the sustainable development of the grazing livestock sector. Research shows that organic grazing farming may reduce the stocking rate of grassland and relieve the strained relationship between animal and grassland, as well between man and nature. As a result, the value of multifunctional grazing systems may be more widely recognized. As well as including production and economic objectives, cultural, social and environmental implications will also be taken into account. Additionally, herders may also have an improved source of income to poor rural people. The potential markets for organic products are very big and the traditional ruminant livestock husbandry systems in Xinjiang are very close to organic livestock farming. It is considered necessary to change from a production-oriented approach to farming system research to a wider consideration of the systems and policies needed to support the development of organic grazing livestock alongside consideration of how to fund the relevant research and training and establish the systems of quality guarantee associated with organic production.
Notes: The authors acknowledge the support of the BEAN-QUORUM project (Building a Euro-Asian Network for Quality, Organic, and Unique food Marketing, TH/Asia-link/006), managed by Maurizio Canavari. We would like to express our deepest thanks to Grant Davidson (of the Macaulay Institute) for offering so many valuable suggestions. And a massive thanks to the library staff in the Macaulay Institute. Owing to their high professional ability we were able to get very useful material from so many different libraries.
Abstract: Chinaâs economy has grown at an impressive rate after the integration into the global trading system (WTO) in 2001, a major turning point in the Chinese economic history. The opening policy has increased business opportunities for both local and foreign operators; however, in spite of the great appeal of such cooperation, many obstacles yet exist: language, culture, education, business practices, and industrial development. Food products supply and access to the market are mastered by a relatively small group of businessmen: international buyers, purchasing agents, retailers and representatives of large-scale distribution chains. The perception they have of a potential source country is a key factor for a successful market approach. The present study aims at understanding the attitudes of distribution practitioners in the Chinese market towards imported Italian quality wine, as well as the current communication, marketing, strategic and organizational advantages or deficiencies of Italian producers, compared to other European counterparts. The primary data were collected through personal interviews with key informants in Shanghai, Beijing and Guangzhou. Such information has been completed with an analysis of the existing literature, meetings with sector operators as well as with talks and presentations of experts attending the âInternational Workshop on Chinese Wine Marketâ, held in Beijing on August 8-10, 2007. The interviews have been administered as conversation-like dialogues, on the base of a semi-structured interview outline, providing also the framework for a qualitative content analysis. This paper is aimed at giving an insight on import and distribution of Italian wine in China, highlighting both positive and negative feedbacks on the effectiveness of marketing strategies of Italian wine trading companies.
Abstract: The paper discusses the European organic agricultural sector from a socio-economical point of view and from a EU perspective. In the 1990s organic agriculture has known a strong development and today it is considered as a stable sector and with a certain economic importance inside agricultural sector. If originally organic food was the result of an ideological choice and was set inside the alternative culture in opposition to current models of economic development and social organisation, today it has the feature of an entrepreneurial phenomenon, belonging to a life style and to a finally acknowledged cultural model which is able to attract human and financial resources on its own, to produce profit and to satisfy a steadily increasing market. A description of the data obtained by the main available sources on organic food markets in Europe is provided, trying to analyse the present scenario for organic agriculture with the lenses of the 4Ps marketing management paradigm. The analysis may be useful to shed light on the several facets of the organic sector in Europe, and as a basis for further studies on the topic.
Abstract: China is the most important pear producing country in the world, and one of the most important as far as it concerns apples. Nevertheless, its international role is not so relevant: traded volume in relation to production is relatively small yet growing fast. Xinjiang is a large and mainly deserted region in northwest China that covers one-sixth of Chinaâs land. However, thanks to abundant water resources, good lighting conditions and altitude, this area represents an ideal setting for pomefruit production, and has in fact a very long tradition. Unfortunately, due to a disadvantaged location and a poor economy this province do not attract enough capitals, passing unnoticed despite of its valuable resources. Economic analysis are therefore necessary to assess to which extent this market turns out to be approachable. The aim of this paper is to describe in detail the situation of the fruit growing industry in Xinjiang, as far as it concerns two important pomefruit varieties: Xiang Li pear, a local and very appreciated variety, and Fuji apple. After locating the most vocated producing areas for both species and identifying the productive standards, we then proceed on counting up the production costs, using a well-established methodology adapted to the particular situation. The target of the analysis are small and mid-size farms, since they represent the vast majority of the orchards of the area. The costs aggregates are: base orchard management cost (BOMC), farm full cost (FFC) and total production cost (TPC). These aggregates group together costs related to similar productive factors. The picture of the situation outlined by this survey is that of a marginal area, where however fruit growing, compared to other agricultural activities, grants a good income. It also emerges that fruit growers in Xinjiang (and in China), are hardly coming out of a situation of general backwardness, striving to adapt to a larger business mainly through exportation to other provinces. Farms are however mainly familiar and small, and only a few big local enterprises seem to possess the right requirements to give local production the right impetus to reach successfully outside markets.
